Yahoo Search Advertising enhancements: Does anybody care?
Yahoo have launched a range of new enhancements to its search marketing tool, though anyone who has ever used Google AdWords will be more than familiar with them. The changes include, a day parting tool, that allows you to target ads to specific times of day, bid customisation, allowing customers to target specific bids to different audiences and enhanced Geo targeting.
These changes will be very useful to the comparatively few people still advertising with Yahoo though the trouble is that all they do is bring Yahoo just about up to Google’s level, doing nothing really to surpass it or make anybody think about switching.
Unsurprisingly, the announcement has caused very few waves within the community. Only this blog and a handful of others are even talking about it. The trouble is that just keeping up with Google is not going to cut it for Yahoo since it gives advertisers absolutely no reason to abandon the huge number of searchers on Google and schlep all the way over to Yahoo.
The struggling search engine really needs to do something to change the game, to give users some reason to move over from Google, or at least to use them as well. What that would be however, is anybody’s guess.
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