Yahoo announce launch of Panama PPC in the UK “soon”
May 30th, 2007
Many UK advertisers have recently received correspondance from Yahoo regarding the launch of a new ranking model (of which Panama is a step away from the traditional bidding system used by Yahoo), which bases positions of adverts on a number of criteria other than merely cost per click
A rough outline of the new algorithm could be outlined as follow (with positioning based on a eCPM)
(Cost X CTR) * 1000 x (?) = eCPM
Other criteria obviously goes into this equation and this is in its simplest form, however it does provide a basis for the Panama algorithm (according to a recent rep I spoke to)
However back to the e-mail, which goes on to state
“Sponsored Search system will be rolled out in the UK soon, beginning with advertiser migration later this quarter.” There are several UK advertisers who have already been invited to Yahoo meetings to discuss and demonstrate the new features in Panama. The migration in the UK follows the launch of Panama in the U.S. in October 2006.
Entry Filed under: PPC
1 Comment Add your own
1. Tracey | May 30th, 2007 at 11:09 am
For those using Yahoo for PPC in the UK it’s good news!
Taking into account the quality of an ad when determining its ranking (much like google adwords does) is sure to benefit advertisers and users alike. Other factors, as well as CTR, when determining the quality of an ad are said to include: conversion data, keywords in URL, keywords in landing page, expected performance relative to its competitors at that time and more.
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