Advertisers on Yahoo will now be able to distribute their ads across more sites and also convert Google AdWords data across for use on its engine as part of a shake up on its paid search services.
The new changes reported form IABUK will allow advertisers to place their ads on Yahoo search pages and its partners. Those who opt to run their ads across the whole network are able to set different bids for the search engine or partner sites which give advertisers on Yahoo a lot more control over the budget.
Yahoo! hope to attract more advertisers
Also in a bid to get more people to advertise on Yahoo they have also allowed for advertisers to convert data from AdWords into Yahoo! by importing files. This change is rather useful but whether it will necessarily help convert advertisers over to Yahoo remains to be seen.
The new enhancements do appear a bit defeatist from Yahoo in attempting to gain more advertising spends. Yes Yahoo have made it easier for advertisers to incorporate data from multiple engines, and yes this is a long overdue change however the fact they make a song and dance about how you can now incorporate data from Google AdWords does make them seem inferior to Google rather than competing. Perhaps competition is not their intention but more of a recognition that AdWords is the industry standard in paid search, who knows. It is nonetheless a welcome change which leads to the question ‘what about Bing?’…