TopRank Online MarketingTopRank Online Marketing Blog

Lee Odden

Monday Link-O-Rama!

Lee Odden on Nov 5th, 2007     Online Marketing

Link posts are few and far between but there’s plenty to link to today with all the announcements at ad:tech and on the SEM web in general.

Monetizing the Conversation. BuzzLogic has announced their “Conversation Targeting” service, which enables the keyword driven monitoring of interlinking between blogs and other social media sites to uncover emerging “communities”. Once the “influencers” have been identified, you can use BuzzLogic’s interface via the Google API to place contextual or display ads on the sites of influence. There’s also a whole set of influencer management tools that allow you to conduct blogger relations and manage other outreach tasks.

I was able to see a demo on Friday of this new feature and am writing up a more extensive review of BuzzLogic along with 3 other social media monitoring tools this week.

Lee Odden

Yahoo Search Marketing Launches Quality Based Pricing

Lee Odden on Jun 4th, 2007     Online Marketing, Search Marketing, Yahoo

Earlier today Yahoo Search Marketing announced they will now provide free, open access to the “Panama” search marketing application program interfaces (APIs) through the launch of the Commercial API Program. Commercial clients (big agencies) will also be offered optional fee-based, value-added services that come in three flavors: basic, advanced and elite.

Yahoo’s been busy today, because this evening I got the heads up Y!SM is rolling out quality based pricing across it’s paid search and contextual advertising networks.

Here’s the lowdown on quality based pricing from Yahoo:

“Essentially, it assesses the quality of a publisher’s traffic based upon the publisher’s ability to deliver more interested, high-value potential customers to Yahoo!’s advertisers. A few of the factors considered by quality-based pricing include publisher conversion rates, traffic source and implementation type. Depending on the quality of a given publisher’s traffic, the cost of an advertiser’s click can be automatically discounted by a certain percentage.”

Lee Odden

Yahoo Adds Quality Index to Search Marketing Ads

Lee Odden on Jan 23rd, 2007     Marketing Industry News, Online Marketing, Search Marketing, Yahoo

Yahoo! has announced that on Feb 5th, they will be introducing a quality score to the Yahoo Search Marketing ad system, “Panama”. To date, placement of ads on Yahoo and their network have been based on bid price alone. From the press release:

“The quality of an ad will be determined by its historical performance in the new system and its expected performance relative to other ads displayed at the same time. Ads of higher quality will generally receive better placement on the results page.”

Advertisers will be able to see the “quality index” for their ads within Panama along with an estimated average position and estimated forecast of clicks for their ad campaigns, based on budget allocation and ad quality.

Lee Odden

Yahoo Panama – Interview with John Slade of Yahoo!

Lee Odden on Dec 17th, 2006     Interviews, Marketing Industry News, Online Marketing, Search Marketing, Spotlight on Search, Yahoo

Spotlight on Search: Interview with John Slade of Yahoo!

John Slade
There has been quite a bit of buzz on the paid search marketing front with the launch of the new Yahoo! Search Advertising platform aka “Panama”. At the WebmasterWorld Pubcon conference in Las Vegas, Yahoo! announced the launch during a sponsored lunch. Dan Zarrella did a good a review of that session here.

Our YSM account recently went through the upgrade and we’re going through the process of getting familiar with all the new platform features. After talking to my contact at Yahoo PR as well as Mona Elesseily from Page Zero who has written a book about the Yahoo Search Marketing program, I thought it would be good to get some insight directly from Yahoo for Online Marketing Blog readers. John Slade, Senior Director of Yahoo Global Product Management was kind enough to field a few questions for me.

Lee Odden

Yahoo Changes Bidding Information and Grandfathered Bids

Lee Odden on Nov 29th, 2006     Online Marketing, Yahoo

Yahoo Search Marketing sent out an email today announcing changes. Some of the manage bids information will be removed and replaced with “Estimated Average Position” and “Bid Range for Top Positions”.

Here are the details from the email:

In early December 2006, some of the information on the Manage Bids page will no longer be available. We will be removing the “Top 5 Max Bids,” “Position” and “Your Cost” columns from the current account interface. The View Bids tool will also be removed.

These columns will be replaced with two new columns of data:

  • Estimated Average Position
    This displays an estimate of the average position your listing may achieve, based on your bid and the current bids of other advertisers.
Lee Odden

Yahoo Search Marketing Blog

Lee Odden on Oct 25th, 2006     Marketing Industry News, Online Marketing, Yahoo

ysmblog.jpg
Yahoo has launched a snappy new blog today for Yahoo Search Marketing. Call me crazy, but purple is my favorite color after all and the look/feel of this blog is consistent with many of the newer and more progressive blog designs coming out.

With the launch of Yahoo’s new platform (Panama) it makes sense to offer a communication channel specific to Yahoo advertising options. I am very interested in the media side of this:

“We‚Äôll examine how 21st Century media such as Tivo, satellite radio and the Internet are contributing to the challenges faced by traditional marketing channels like TV, radio and newspapers. Audiences are fragmenting, and advertisers both large and small are looking for understanding and insight into alternate solutions that will provide the connections they need to their target markets.”

Lee Odden

Paid Search Can Be A Bitch

Lee Odden on Jun 8th, 2006     AdWords, Google, Marketing Industry News, Microsoft Bing, MIMA Seminars, Online Marketing, Search Marketing, Yahoo

Yes dear friends, I’ve said it. Paid search can be a pain in the rear. But no worries, search engine marketing guru Andrew Goodman of Traffick and Page Zero Media promises to shed some light on the subject in conjunction with a Minnesota Interactive Marketing Association (MIMA) seminar next week.

Goodman’s presentation, “IT’S NOT JUST YOU: PAY-PER-CLICK CAN BE A REAL BEAST” will cover examples of Google AdWords and Yahoo Search Marketing challenges, SEM relations, click fraud, CPOs vs. market share growth, data privacy, auctions and more.

Lee Odden

New Improved Yahoo Sponsored Search

Lee Odden on May 8th, 2006     Marketing Industry News, Online Marketing, Search Marketing, Yahoo


Yahoo advertisers received an email recently announcing up and coming enhancements including instant ads & geotargeting to the program. I know a lot of complaints I hear from clients about Yahoo Search Marketing/Oveture has to do with the length of time it takes for the editorial process. This is a step in the right direction. The addition of geotargeting will also be a nice addition and help local search advertisers.

It looks like even more changes are in store:

“This is just the first step. After all advertisers have successfully transitioned to the new Sponsored Search, we plan to quickly introduce many more innovative products, features and tools that will give you even more ways to connect with customers.”

Loren Baker over at Search Engine Journal offers up more details.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top