Yahoo to Unveil New Project Panama Search Advertising Software this Summer

[mandy]

When Yahoo finally switches on the new search-advertising software code-named Project Panama this summer, users of its search engine will hardly notice a difference. But if Yahoo's project was worth the two years and tens of millions of dollars it cost — far more money and time than it expected — users will find the text ads adjacent to the main search results just a little more interesting, luring them to click on those ads a little more often...

Those clicks should immediately turn into a lot more cash for Yahoo. It will not say how much. But Jordan Rohan, an analyst for RBC Capital Markets, estimates that if the strategy works, Yahoo will increase search-advertising revenue at least 20 percent right away — about $125 million in the fourth quarter of this year and $600 million next year...

...as advertisers enter each bid, they will see an estimate of how many clicks they will receive each day. More important, a graph will show how many more clicks they can expect for each increased bid.

full article: http://www.nytimes.com/2006/05/08/technology/08yahoo.html?_r=2&oref=slogin&oref=login

[mandy]

email sent by Yahoo to advertisers on Monday:

The New Sponsored Search is Coming.

    You’ve told us your needs and we’ve listened. A completely redesigned search marketing platform is on its way, full of advanced, easy-to-use features that will help you better connect with Yahoo!’s vast and valuable audience.

    As part of creating these enhancements, we met with advertisers of all sizes to hear first-hand the things they liked and didn’t like about Sponsored Search. We extensively reviewed all parts of our service, including the design, features and tools. The result of these efforts is the new Sponsored Search, which will make its debut this Fall.

    Powerful New Features

    The new features that will make advertising with Yahoo! better and more effective include:

    * Easy-to-Use Control Panel
    A completely redesigned, easy-to-navigate control panel will help you see what’s working and what’s not–at the level of detail you choose–so you can take action and get even better results.

    * Fast Ad Activation
    Most new ads will go online within minutes, allowing you to connect with customers quickly, and easily make changes to your ads whenever you need to.

    * Ad Testing
    Easily test multiple versions of an ad to find the message that works best for your customers and provides the greatest return on your advertising investment. You can then choose to shift impressions to the ad that performs best.

    * Geo-Targeting
    Display your ads broadly or narrow your geographic distribution to better target your customers, customize your ads and control your costs.

    * Campaign Budgeting, Forecasting and Scheduling
    Create, budget and schedule individual advertising campaigns for greater control over your advertising strategy and spending. Review forecasts of your potential clicks based on your bids and budget and see how many clicks you’re leaving to your competitors.

    * Visibility
    Understand how well your ads are performing relative to your competitors with the new Quality Index displayed for each ad. You’ll also see the bid range necessary for premium placement at the top of the search results page.

    * Easy-to-Use Control Panel
    A completely redesigned, easy-to-navigate control panel will help you see what’s working and what’s not–at the level of detail you choose–so you can take action and get even better results.

    Thoroughly Tested and Reviewed by Your Peers
    These new features have been rigorously tested by your fellow advertisers and refined over time to ensure that we delivered a service that successfully addresses the obstacles you currently face. Judging by the overwhelmingly positive feedback we’ve received, we are confident that the new Sponsored Search not only clears away those obstacles, but offers new and better ways to manage your account.

    Frequent and Detailed Communication with You

    Beginning next month, we’ll begin to provide you with much more detailed information about all of the upcoming enhancements. To make your transition as smooth and easy as possible, we will provide:

    * A series of emails with tips on how best to prepare your account
    * In-depth articles on our new features in the advertiser newsletter
    * A new Yahoo! Search Marketing blog–a community forum for tips, news and your comments, as well as the inside scoop from our own staff, to help you be more successful
    * A dedicated toll-free phone number that will be available to you during your transition period, for any questions or concerns you may have

    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.

    As always, thank you for doing business with us. We look forward to delivering the new Sponsored Search to you later this year.

[valleygirl]

http://community.tuliptools.com/index.ph...267.0.html