In short, while it was found to be a significant upgrade over the previous Yahoo DTC (Direct Traffic Center) system (especially for enterprise-grade clients), there are several challenging aspects of the Panama upgrade that may impede Yahooâ€™s ability to access the long tail of the market.
Among the positives mentioned in the Executive Summary:
- Over the period including the launch of Panama, average CPCs went down
- Over the same period, their average click-through rates increased, now comparable to Google’s
- Similar layout (to Google’s) “helps establish industry-wide campaign management standards that will benefit agencies and enterprise-level search marketers”
- New features (bulk uploading, dynamic keyword insertion, flexible editorial guidelines, geo-targeting, contextual tracking and remote campaign management) are not only nice, but very helpful for scalability
- Hooray for new APIs!
Among the negatives:
- Conversions from click-throughs were down 5% (Google and MSN’s conversions went up)
- While better, the UI “doesn’t fully streamline campaign management”
- “Though the system makes strides towards establishing industry standard campaign structure, terminology and API access, it often finds itself under-delivering on the actual execution of these new features.”
What do you think: is Reprise right?