Posted February 26, 2007 10:35 am by with 3 comments

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I was asked by Business Week to provide an opinion piece on Yahoo’s new search marketing platform.

As an opinion piece, I was asked to pick one side and provide supporting evidence to back up my stance. As I’ve already stated how impressed I am with Panama, I went with the positive.

I hope you’ll enjoy it and feel free to leave your counter-point here or at the article.

UPDATE: comScore just released data that shows Panama is helping Yahoo. I wish I’d known, so I could have included in the article.

ComScore also found that Yahoo’s search ads are gaining ground as a percentage of total clicks. Prior to the Panama launch, ads held 10.1 percent of clicks, which increased to 10.6 percent of total click volume in the week ending February 11 and 11.1 percent in the week ending February

It certainly backs-up my statements.

UPDATE 2: Business Week is going to let me include this new data and the article should be updated soon.

  • I think Panama is pushing Yahoo in the right direction but I don’t think it is the only aspect of their engine that needs focus.

    I think all of their services are too fragmented and most of them all have a different look and feel. Some of their pages are AJAX (their homepage) and work well. Once you leave the homepage and get into the SE then the AJAX is gone and page loads creep back in. They need to pick what works and go with it.

  • Nice article, Andy. I’d be curious to read your “negative” piece, however. While Panama was an essential step, it still falls short. It’s the ad network that’s important, not the ad tool. Without a strategy for increasing Yahoo! Search market share on the front-end, an improved back-end is not that meaningful.

    Also, the new tool fails to improve ad network distribution options. You can’t opt out of individual sites that are performing poorly. With the high percentage of Yahoo! PPC search clicks that actually originate from parked domains and second tier search engines, that would have been a useful feature to include in this upgrade.

    Bottom line: Google still has a better PPC ad system, both in terms of ad distribution and tool features.

  • BigSlick

    Kudos on the BizWeek article. Nice piece.