What website can we find more information about Biggest Problem Google-Yahoo?
There is no requirement that Yahoo use Google only when the ad is more relevant while running on Google. It could simply be due to increased competition, desire for scale, or better conversion rate, the CPM (define)/eCPM (define) is higher for the Google ad (even taking into account the traffic acquisition cost (TAC)) than it is on Yahoo’s Panama. Search engines also have different audiences. Sometimes I may want to pay less for a Yahoo click than a Google, AOL, Ask, or Infospace click. Under the current plan, I can’t control the material inclusion of Yahoo clickers into my overall clickstream in Google without shutting off AOL and the other search syndication partners. One might propose that Google give me the ability to bid boost or depress in Yahoo (and/or even AOL) based on a multiplier factor. This seems at first to be a solution, but if I prefer to pay less for Yahoo traffic and I’m the only marketer who depresses my Yahoo network bid through Google, then my competition gets the
In my last column, I looked at some of the pros and cons of the Google-Yahoo search-advertising agreement — and what the deal means for search engine marketers. (Google and Yahoo last week agreed to a brief delay in the agreement to give the Justice Department time to continue its antitrust probe.) This week, let’s examine what I see as the biggest problem of the deal: bidding against myself. How and why might I find my own Yahoo Panama ad preempted by my own Google ad at a higher bid? I might have a higher bid on Google (plus its current search partners) than I do on the identical keyword (and similar match type) in Yahoo because: The traffic converts better in Google. The average shopping cart size is higher for visitors from Google, AOL, Ask, and the like. There are fewer advertisers in Yahoo, so I don’t need to bid as high even if I were willing to. So the only way to stop my more expensive ad from being served into Yahoo from Google is to: Lower my Google bid (losing position and
There is no requirement that Yahoo use Google only when the ad is more relevant while running on Google. It could simply be due to increased competition, desire for scale, or better conversion rate, the CPM (define)/eCPM (define) is higher for the Google ad (even taking into account the traffic acquisition cost (TAC)) than it is on Yahoo’s Panama. Search engines also have different audiences. Sometimes I may want to pay less for a Yahoo click than a Google, AOL, Ask, or Infospace click. Under the current plan, I can’t control the material inclusion of Yahoo clickers into my overall clickstream in Google without shutting off AOL and the other search syndication partners. One might propose that Google give me the ability to bid boost or depress in Yahoo (and/or even AOL) based on a multiplier factor. This seems at first to be a solution, but if I prefer to pay less for Yahoo traffic and I’m the only marketer who depresses my Yahoo network bid through Google, then my competition gets the
In my last column, I looked at some of the pros and cons of the Google-Yahoo search-advertising agreement — and what the deal means for search engine marketers. (Google and Yahoo last week agreed to a brief delay in the agreement to give the Justice Department time to continue its antitrust probe.) This week, let’s examine what I see as the biggest problem of the deal: bidding against myself. How and why might I find my own Yahoo Panama ad preempted by my own Google ad at a higher bid? I might have a higher bid on Google (plus its current search partners) than I do on the identical keyword (and similar match type) in Yahoo because: The traffic converts better in Google. The average shopping cart size is higher for visitors from Google, AOL, Ask, and the like. There are fewer advertisers in Yahoo, so I don’t need to bid as high even if I were willing to. So the only way to stop my more expensive ad from being served into Yahoo from Google is to: Lower my Google bid (losing position and
