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How Yahoo's Giving Advertisers More Control

TtaylorWPN — Thu, 15 Oct 2009 13:41:06 +0000

At the recent Search Marketing Expo (SMX) East conference, WebProNews talked with Yahoo’s David Miller about the company’s paid search efforts in terms of what the company has in the pipelines for conversion improvement, user control, etc.

Miller talks about how the tentative Yahoo Microsoft deal will be bringing more competition to search as well as more innovation for advertisers, users, and publishers. The deal is still subject to approval, but Yahoo is hoping it will be approved early next year.

Miller reiterates that Yahoo is not giving up on search and intends to add value, control, and transparency. With regards to control, Yahoo has launched the ad delivery report, which allows advertisers to see how campaigns are performing on different parts of sites. Early next year, Miller says Yahoo will be launching “network distribution,” and advertisers will have the ability to separately bid on campaigns for Yahoo, the partner network, or both.

Miller also discusses a tool Yahoo currently has in beta, which is expected to roll out early next year as well. It is an offline tool that lets advertisers control their accounts without having to be connected to the Internet.

Yahoo has also been working on enhancements in ad selection to help advertisers maximize conversions. Miller talks a little about these too.

Amazon Vs. New York

admin — Tue, 06 May 2008 12:45:42 +0000

Amazon Inc. has sued the state of New York over a tax law that was implemented in early April. The law requires out-of-state online companies to collect sales tax on items shipped to New York. Amazon claims the law is unconstitutional, while brick-and-mortar companies believe the law allows for fair competition. Watch the full report from WebProNews Reporter Abby Prince on your source for Breaking eBusiness and Search News.

Dana Todd Speaks to Webpronews on Search Marketing Trends

admin — Thu, 12 Apr 2007 14:51:31 +0000

Developments have been made in recent years concerning search marketing. The biggest change that has come about is the move toward an organizational level. This is a move that researchers have been pushing for years. Now, organizations can deliver and put this move into action. One of the ways organizations can accomplish it is by hiring within their own company. In an interview with Webpronews at the Search Engine Strategies in New York, Dana Todd spoke with us on this topic.

“We’ve also been tracking the migration of people and technologies into in-house support both on the SEO side and the paper-click side. So a more and more emerging class of marketers who are inside corporations are building search strategies within those organizations.”

Another issue that seems to be unfolding is the trend toward paid searches. Demand for search engine marketing is still strong, but buying it and the quality of it is a completely different story. Dana Todd explained to us what this means.

“So I think what’s happening, is back in the early days of SEO, it didn’t cost a lot because very few people did it, and it was just sort of tinkering around. And then, all of a sudden, it got really expensive and I remember in the early days like when i price pack was first startingyou know, at the time it was scandalous to think that someone could charge $100,000 for SEO. Now, you can certainly see a more diversified approach to that. Some people are actually cutting it up and doing pieces of it.”

SES: Dana Todd Gets Searchy

admin — Wed, 11 Apr 2007 21:11:46 +0000

Top level executives throughout the business world are starting to get the concepts behind search marketing. The Search Engine Marketing Professional Organization (SEMPO) has seen marketers inside corporations being called into action to help their companies make greater headway into search. SEMPO President Dana Todd spoke with us on these topics. Search marketing has progressed in many areas in recent years. For the first time, search marketing is truly being enforced at a conceptual level by organizations. As a result, inside people are building search strategies.

There is also a greater emphasis on paid searches. While demand is still very high for search marketing, the buying game is a different story. You are now seeing a more diversified approach since many companies are sharing the load. Companies are moving to a more specialized form of search marketing. Despite these trends, companies still need to work together in order to be successful.

Todd also told us all about the SEMPO Institute and how you can attend. Learn more about all this and much more from the exclusive WebProNews video shot on location at SES New York 2007.