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by Stephen Logan on 15th April 2010
One industry commentator has discussed why Yahoo! has been losing search marketing share.
Writing for Search Engine Watch, Melissa Mackey noted that since the launch of Microsoft’s Bing last summer, Yahoo! has also been losing the fight for pay per click (PPC) services.
As a result, advertisers working in the sector continue to be frustrated at lower PPC traffic and problems with the Yahoo! search marketing interface, she explained.
Ms Mackey continued by stating that the up-and-coming Microsoft-Yahoo! Alliance, "along with questions as to whether Yahoo! even cares about search any more" made her begin to wonder whether the organisation’s paid search division "may have become a dog".
She explained that this means questions could be raised as to whether the brand should be "spun off or shut down".
In a Yahoo! Search Marketing Blog post, the group recently suggested that the way display advertising is delivered to different audiences can affect the chances of achieving a conversion.