An informal poll by Enid Burns at ClickZ News finds that many agencies that advertise on Google’s content network have seen improved results over the past six months.
Some credit the changes Google has made to improve the network, such as placement targeting, performance reports, and new ad units on Google’s search, content, and mobile networks. Google also shrank the clickable area of AdSense ads to to limit accidental clicks.
Incidentally, that shrinkage is attributed by some as the cause for ComScore’s report of flat click growth for Google, among other declining click volume theories.
This fits with the trend of decreasing AdSense income being reported by publishers.
Provided by: Searchenginewatch.com Posted by Kevin Newcomb
Yahoo this week changed the way it will set minimum bids on some keywords in Sponsored Search ads in the U.S., bringing it closer in line with Google’s policy. Instead of setting all minimum bids at $0.10, Yahoo will now allow the market to set a variable minimum bid. That means that in some cases, the minimum will be above $0.10, and in other cases it could be lower.
The minimum bids will be set based on the relevance of ads to a keyword, the number of bidders and their bid amounts. It will not be based on advertiser conversions. These kinds of factors are already used by Yahoo to rank ads based on a quality score, but the difference now applies to the minimum bid, or reserve price.
Google changed its minimum bid structure in July 2005. Many advertisers were not happy with the move at the time, but so far there does not seem to be much outcry in blogs or search marketing forums.
A key difference between Yahoo’s new method and Google’s is the institution of alerts and a grace period when the bid on a given keyword is about to fall below the minimum. Yahoo will notify advertisers in their Account Dashboard if a bid is about to drop below the minimum, and will offer a grace period of up to a few days to allow the advertiser to raise their bid to keep the keyword active.
The first batch of keywords goes live in the U.S. with the new reserve pricing model over the next few weeks, with more keywords to be added internationally in the future. Searchenginewatch.com, Kevin Newcomb
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