Yahoo Search Marketing refutes claims that ad position doesn't matter

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Yahoo Search Marketing refutes claims that ad position doesn't matter

02-21-2007, 11:42 AM,

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mandy Offline

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Yahoo Search Marketing refutes claims that ad position doesn't matter

Quote:The director of agency development for Yahoo! Search Marketing refutes assertions that search position doesn't matter, and cites studies and testimonials to back him up.

There has been some discussion recently that there is no relationship between the position of an advertisement in search listings and the chances of that ad being clicked on. However, multiple studies, organic data and client feedback refute this theory.

The very essence of search engines is to provide the most relevant listings at the top of the results page. In paid search, this comprises bid + clickthrough rate (CTR) and relevancy, among other factors. Searchers have been conditioned to expect the most relevant results within the first few listings, and rarely go beyond those before clicking on a link to a website...

full article: http://imediaconnection.com/content/13720.asp

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