Yahoo To Only Show One Display Url Per Search Query

posted by PPCblogger on August 6th, 2007

Interesting’ish news today, Yahoo are due to move to the same system as Google. Historically Yahoo have always allowed advertisers to have more than a single advert with the same display url in a SERP. Google filters these adverts out automatically based on ad rank, but Yahoo have always allowed muliple ads with the same display url and only removed duplicate adverts if there was a complaint of ’site ownership’. I.E when an advertiser complained that an affiliate (or someone else..) was using their sites display url.

Not any longer, beginning the 8th of August, Yahoo will no longer show multiple adverts with the same display url and instead show the ad with the highest ad rank.

What does this mean?

Well, I am sure a few affiliates are a bit upset. Yahoo has always provided a safe haven for affiliates wanting to send traffic directly to the merchants site without having to worry to much about whether their listings were in competition to be displayed against another (in-house or agency).

So whether you are a business, agency or affiliate, who is using the same display url as you? Will your advert be shown, or theres?

Cezanne

I think Yahoo!’s making the right move, part of their to emphasize quality values on advertisers has been the dismal response in the marketplace to Panama. I have to admit, this is old news, however.

Question for the blogger, are you referring to just display or the destination URL as well?

I’ve always been fond of Overture and find that in some cases the channel out performs Google…

August 7th, 2007

Jeffrey Tonetti

Is this a big deal? Spend the 6.00 for a domain and simply have it forward……Not Rocket Science. This technique has been used since affiliate marketing started….This technique has been used to ucerpt Google’s Double Ad Serving policy-

August 8th, 2007

Chris

Affiliates have an easy way round this issue - they will simply use urls that vary very slightly from the actual brand url. So, instead of having http://www.affiliateno1.com as their display url, they’ll have http://www.affiliateno1-offers.com. In this instance they maintain the url stem, but simply add “offers”. They will then send users to a customised “orphaned” ppc landing page, which links in to the main brand site via familiar left hand/top nav. Sorted.

Sure, they don’t get quite the boost of the original brand url, but not far off it…..

PPCblogger

True, its not a difficult thing to bypass with a little know how. It certainly won’t mean a great deal to the experts.

But lets not forget, it does bring about a few implications for the casual affiliate or inhouse/agency in competition.