CogBlog

We got some details last week on the upcoming re-launch of Yahoo Search Marketing, Yahoo!'s Pay-Per-Click sponsored search marketing system.

The very first sponsored search system was created by GoTo in 1997 (they launched in the same month as COGBOX). They eventually changed their name to Overture, and were later purchased by Yahoo!. The current management interface for Yahoo Search Marketing (I'll refer to it as YSM) is still essentially the same system as the original GoTo system.

In the meantime, a little outfit by the name of Google launched their own system with a much easier-to-use management interface and sign-up process. While GoTo/Overture/Yahoo went one way--higher minimum bids, keyword grouping with Match Driver, more lengthy editorial review, pay for specific position--Google went the other--lowered minimum bids, bid any keyword and match type separately, instant ad publication, and relevancy factor influencing position. What has eventually emerged is a Google system that is more powerful, and far easier to use than Yahoo!'s.

But, now Yahoo is hoping to change all that with their new system code named "Panama" (ya hear that? we're usin code names). Among the new features expected to roll out soon:

• A relevancy factor influencing bid - No longer will you be able to guarantee top position by price alone. Now your bid will be affected by a relevancy multiplier that considers your title, description, historical click-through rate, landing page, and other "secret" factors.
  
• Fast editorial - ads will go through an automated editorial process, so most will go live immediately rather than the current 2-3 days.
  
• Ad Testing. You'll now be able to run multiple ads to test alternate creative versions.
  
• A new user interface described as "more of a visual model". I'm not sure what that will be, but sounds interesting.
  
• Longer reporting periods. You are currently limited to a 90 day period for reports, which I find extremely irritating. The new system will allow up to two years.
• Geo-Targeting by City, State or Country.
  
• A new Ad Group oriented system where you can assign the same creative to multiple keywords. In the current system you have to specific one creative with one keyword--a management hassle.
  
• Scheduling - turn ads on/off by day.
  
• Forcasting improvements to the keyword suggestion tool making it "more of a proposal tool".

Also mentioned was the fact that their current Search Optimizer tool for bid management will be rolled directly into the new interface. This concerns me a bit as Search Optimizer is only compatible with IE6. It is one of those few occasions where I have to fire up the PC. The other is when managing MSN AdCenter campaigns, which I dislike but at least sort of expected. I was told that the new system is currently planned to support only Internet Explorer on Windows, but that this may change.

To me, most IE-specific interfaces are less usable than those built for a larger browser and platform audience. I just don't see the advantage of building a system that is incompatible with 10% (and rising) of your audience for the sake of some questionably beneficial interface features. And, if you are going to use Google as a model, why not adopt their excellent approch to web development?

All-in-all, it sounds like there will be some significant, and much-needed improvements in the new system. I'll post more once I get my hands on it.