Comments on: Yahoo Announce Ad Quality Algo For Ranking http://www.ppcblog.co.uk/ppc/yahoo-announce-ad-quality-algo-for-ranking/ A cynical look at Pay Per Click (PPC) Sat, 22 Nov 2008 05:14:41 +0000 http://wordpress.org/?v=2.6.3 By: PPC Blog » Quality Algo Arrives For Panama In The US http://www.ppcblog.co.uk/ppc/yahoo-announce-ad-quality-algo-for-ranking/#comment-2029 PPC Blog » Quality Algo Arrives For Panama In The US Mon, 05 Feb 2007 21:04:33 +0000 http://www.ppcblog.co.uk/ppc/yahoo-announce-ad-quality-algo-for-ranking/#comment-2029 [...] Around 3pm PST today Yahoo Panama will be ranked by bid price and quality score, taking over the old bid to position system. There have been reports of Yahoo testing the new algorithym just last week, so expect Yahoo engineers and advertisers alike to be keeping a close eye on ads over the next couple of days. [...] [...] Around 3pm PST today Yahoo Panama will be ranked by bid price and quality score, taking over the old bid to position system. There have been reports of Yahoo testing the new algorithym just last week, so expect Yahoo engineers and advertisers alike to be keeping a close eye on ads over the next couple of days. [...]

]]> By: Paul Wilkins http://www.ppcblog.co.uk/ppc/yahoo-announce-ad-quality-algo-for-ranking/#comment-1794 Paul Wilkins Thu, 25 Jan 2007 14:39:53 +0000 http://www.ppcblog.co.uk/ppc/yahoo-announce-ad-quality-algo-for-ranking/#comment-1794 Its interesting to see from Yahoo!'s patent application that they are also considering calculating the quality/relevancy scale based on conversion data. This is something Google, so far, have stayed away from as it would provide an advantage to users of their conversion tools (generally small to medium search spenders) over others who use their own analytics tools. An extract from the patent filed on January 18th 2006 states : "Features for the results from the sponsored listing database may be calculated to help determine which results are to be displayed......factors such as historical click-through and conversion data. Historical click-through data includes information on the number of times a user 110 clicks through to the advertisers’ site when the site is provided as a result. Conversion data includes information from the advertiser regarding whether the user 110 performed an action desired by the advertiser, such as making a purchase when the user 110 visiting the advertiser’s site" I think conversion should be left out of the calculation for ad relevancy to create a more even playing field. What do others think? Wilko Its interesting to see from Yahoo!’s patent application that they are also considering calculating the quality/relevancy scale based on conversion data. This is something Google, so far, have stayed away from as it would provide an advantage to users of their conversion tools (generally small to medium search spenders) over others who use their own analytics tools.

An extract from the patent filed on January 18th 2006 states : “Features for the results from the sponsored listing database may be calculated to help determine which results are to be displayed……factors such as historical click-through and conversion data. Historical click-through data includes information on the number of times a user 110 clicks through to the advertisers’ site when the site is provided as a result. Conversion data includes information from the advertiser regarding whether the user 110 performed an action desired by the advertiser, such as making a purchase when the user 110 visiting the advertiser’s site”

I think conversion should be left out of the calculation for ad relevancy to create a more even playing field. What do others think?

Wilko

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