Yahoo presented its new ranking model to the search community three weeks ago. This model came with new advertising grouping, geo-targeting, and quality score features. ComScore stared measuring the week ending in February 4, 2007 before Panama’s launch. ComScore looked at the sponsored search click-through rates before Panama, and then the click-through rates two weeks after to assess the success of the new ranking model.

ComScore measures the click-through rates based on the total clicks on sponsored search advertisements divided by the total number of searches. ComScore’s statistics show Yahoo saw a five percent increase in click-through rates in the first week, and an increase of nine percent over the second week. Federated Media publisher John Battelle seems excited for Yahoo.

“While still in its early stages, any good news for Panama is good news for Yahoo!… and this early study shows plenty of good news.”

ComScore Senior Vice-President James Lamberti sees a growth in search advertising.
“ComScore data show that the recent introduction of Yahoo!’s new search marketing ranking model is already having a positive impact on the click-through rates for Yahoo’s search advertising”, Lamberti says ComScore will keep an eye on the new ranking model.

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