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Yo Yahoo! The “Truth” is, Your Search Marketing Changes Suck!



I’m not normally one to keep stirring the pot–I usually say my peace and be done with it–but someone over at Yahoo is smoking crack.

After I, and many other bloggers, outed a new Yahoo policy that allows the company to make changes to an advertisers account–including the addition of keywords–the company is claiming that us “blogger friends” are misinformed.

Oh really, Yahoo?

Misinformed? I emailed you back in early December and you confirmed exactly what we’ve reported–YAHOO IS CHANGING ADVERTISERS ACCOUNTS WITHOUT THEIR PERMISSION!

You can dress it up anyway you want to–”lipstick on a pig” comes to mind–but you’ve still launched a program that is opt-out only, and one that many advertisers are complaining about.

You say:

The acceptance rate of changes we have made is roughly 80%, which we believe indicates the changes have been helpful.

I’ve worked in the search space for many years and let me tell you something, you already know: 80% of your advertisers have NOT contacted you to say how happy they are. Nope, 80% of advertisers have simply either not noticed or not complained. Nice try on the spin.

Look, I don’t even use Yahoo Search Marketing daily, so I have no personal axe to grind here. However, Yahoo’s new policies are not “transparent” and if they really–I mean really!–believed that this change was for the good of their advertisers and not an ugly attempt to fatten the bottom line of a struggling company, then they would make the service opt-in.

You can dress it up anyway you want Yahoo, but this is wrong. If it weren’t, you wouldn’t need to write such a lengthy post trying to convince advertisers otherwise.

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