Yahoo’s new system, complete with minimum bids in the same vein as Google, has been up and running for the latter half of April. No doubt, if you are running accounts in Yahoo, you have encountered the message that this change has affected you.
I’m not positive whether Yahoo was inspired by Google or whether they made the decision independent of the the big G, however, the timing is certainly coincidental. Yahoo has been running Google AdWords ads with some real success and so it wouldn’t be crazy to think that Yahoo might start to look a little bit more like Google, if only coincidentally. What is interesting, though, is that the Yahoo minimum bid system seems to make a heck of a lot more sense than the Google system which often requires bids of $1.00, $5.00 or even $10.00 in order for a keyword’s ad to go live. So far, I haven’t seen anything that didn’t look at least somewhat reasonable from Yahoo’s system.
Search Engine Land, a personal favorite news source of mine, weighed in on Yahoo’s minimum bid system as it differs from Google’s and which best practices to enact while dealing with this new system. The article is highly informative and thorough and serves as a nice tool for anyone confused by the new order.
At the end of the day, I’m not sure how big of an effect Yahoo’s minimum bidding requirements are going to have on the final search marketing product. It might serve to cut some of the fat in the system (e.g. users that are inattentive to their Yahoo campaigns or users that will bid on anything, provided that they can get $0.10 clicks), or it might just be a way for Yahoo to make more money. What I do applaud, though, is that, at the very least, Yahoo is seemingly making an effort to improve the quality of their user experience, which has always been a hallmark of Google’s success with AdWords.
Yahoo as a company has a lot of work to do in general in order to stay competitive with Google; therefore, just about any news of change is likely good news. It’s refreshing to see that they are embracing rather than ignoring the need for this change.