Improve your Yahoo Traffic Quality NOW with A New Ad Delivery Report

By Tad Miller | Sep 11, 2009
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We have been VERY vocal about the quality (or lack of quality) of Yahoo’s syndicated search partners in the past.  See:

The gist of our rants is that Yahoo’s Sponsored Search PPC traffic was mostly not from searches on but from it’s syndicated search partners.  Yahoo didn’t give advertisers ANY insight into who these search syndication partners were, and we actually took it upon ourselves to report who they were as we found them.

But this morning I saw a notice on Yahoo Sponsored Search about the new Ad Delivery Report and there is a post on the Yahoo Search Marketing Blog called “Do You Know Where Your Ads Are?“.  The Ad Delivery Report now gives advertisers the list of sites where your ads appear on those syndicated partner sites.

Yahoo apparently is changing the payment procedures to they syndication partners – now factoring Conversion metrics into the Cost Per Click:

Pay for what you get
As you’ll see when you start looking at your Ad Delivery Report, not every partner will perform the same for you. We’ve discounted our click charges accordingly for some time now. We’re now expanding the adjustments we make to our click charges based on our assessment of the performance of traffic coming from sources within our distribution network.

This will include deeper discounts on click charges for lower-performing traffic, and potential premiums on click charges for higher-performing traffic—in other words, your click charges will be more closely aligned to the performance of the traffic you receive.

How does it affect you? Based on our analysis, we expect that most advertisers will see click charges drop or remain unchanged, while a small fraction of advertisers may experience an increase in click charges. These adjustments are based on the performance of the traffic source, and won’t be affected by the quality of your ads. And, as always, you will never pay more for a click than the amount you set as your bid.

After running my first Ad Delivery Report, all of what I believed about the quality of this traffic has been reconfirmed (a lot of this traffic is CRAP).  I would encourage All Yahoo Sponsored Search Advertisers to check out the Ad Delivery Report ASAP, and actually go the URLs that are delivering clicks and impressions.  I’m finding lots of questionable sites that look like they are designed more for getting revenues off of sponsored search than actually helping searchers find what they want.

It’s bordering on criminal where Yahoo as looked the other way for years on this revenue stream.  I’m seeing several foreign language websites that my clients would never want to have their ad show on.  I really wonder if they are cleaning up their act with this traffic as part of their future search deal with Bing.

After you examine your Ad Delivery Report and evaluate the syndicated search partner websites where your ads have shown you can block your ads from showing anymore.

#1 on my removal list is this site for what appears to be Vietnamese Web Hosting Services:

Most the the text isn’t even in English!

So did Carol Bartz actually listen to my comments on the “Getting Our House in Order” Yodel Blog Post?  I’m going to say yes.  It’s probably not true, but my Ego is 10 Feet Tall this morning after seeing this new report!

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