Is Yahoo Search Marketing Stealing Your Money?
It appears as part of a new program, Yahoo has gone in to his Search Marketing account, messed around with his settings and added new campaigns–all without his permission!
In fact, according to an email received (see below) Yahoo account holders have to explicitly opt-out of this new program. As Al points out, Yahoo can’t possibly know all of a customer’s business goals, conversion rates, etc, so why would Yahoo make this an opt-out program?
We’ve put in an email to Yahoo to get their thoughts on why this has been implemented without advertisers’ permission.
In the meantime, should you not wish to take part in the program, you should email your account manager and opt out.
Has this happened to you?
Yahoo’s email to Al (emphasis added by me):
Yahoo! is committed to the success of account [account name] and we believe there is an opportunity to provide you with improved performance.
To help you save time and get the most out of your campaigns, we are launching a new automatic account optimization program. It’s intended to help raise the performance of accounts that are experiencing issues like low quality scores, low lead volume or low click-through rates.
And the best part is, we will do the work for you: Our content developers will use their search advertising experience to help your marketing dollars go further.
What we will keep an eye out for:
- Search ads with low click-through rates relative to competitors
- Ad testing not in use? missing an opportunity to optimize ad copy
- Ad groups that have a quality index score of 2 or lower
How we can help:
- Create new ads for existing ad groups, enabling ad testing
- Write multiple versions of ads for any new ad groups we create, enabling the use of ad testing to help ensure that the best-performing ads are displayed more often
- Search our database for keywords that can drive more targeted traffic to your site
In short, our goal is to make sure that your account is firing on all cylinders–and do this while keeping your existing keywords and without exceeding your spending limits!
As always, you are in control of your account. If we make any optimization changes to your account through this program, we will notify you by email, and you can let us know whether the account changes are positively affecting your account. Also, you are welcome to contact your account manager to review, edit or ask us to reverse any of the changes. Finally, if you do not wish to participate in this program, you may opt out by contacting your account manager.
We’ve identified keywords and ads in your account that are significantly underperforming, and we’ve initiated the changes to the creatives that you will find attached.
We are very excited about this new program, and hope it will provide you with improved performance and a higher level of service. Please do not hesitate to contact me if you have any questions.