Yahoo’s New Partners

We were running our standard end of month PPC reports today and came across something quite interesting for one client. On Yahoo! they experienced a huge increase in impressions, although we changed nothing major within the campaign. We have content network switched off and these results are very much out of the blue as you can see:

Feb

Impressions

Clicks

X Y

2618

20

X Y Z

1500

6

March

Impressions

Clicks

X Y

24,351

16

X Y Z

44,446

26

(X Y Z stand for different words, with X Y Z being an extension of X Y)


Having looked a little further into when these clicks occurred they always arrived in short bursts. The first came between Monday the 10th of March and finished Friday the 14th of March. The next burst came between Monday 24th of March and lasted until Friday the 4th of April. To me this looks like a testing period; from Monday to Friday and then a longer period of two weeks, including a weekend.


Having thought about this and considered going mad, we called Yahoo! After some denial on the second call they did mention that they might be “trialling new partners” but that they didn’t have any available information at the moment.


Looking to a number of our other clients who are also on Yahoo! we have notice similar trends over similar time periods, with nothing but tweaks made to the campaign.


Interesting, something is going on behind the scenes with Yahoo! the question is just what?

One response to Yahoo’s New Partners

  1. Yup we have had some big and small clients as well whose campaigns have seen ‘surges’ in impressions. They usually happen within the space of one day as opposed to throughout a week/month.

    This is obviously a technical issue from their part, as all the keywords/ad groups that have seen surges in impressions did not get more clicks than usual…

    The repercussions of this are two fold: Firstly, Yahoo’s quality score being based on the CTR (+other factors of course), this has a negative impact on quality scores. Secondly, it once again lowers the level of confidence in Yahoo Search Marketing. Just take MSN’s money and call it a day guys!

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