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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.
Stephen Logan
Stephen Logan is our Senior Content Marketer at Koozai. With four years experience writing exclusively for the search engine marketing industry, he has amassed a wealth of industry related knowledge. He will be breaking news stories and contributing compelling SEO related stories.
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2 Comments
Melissa Mackey 15th April 2010
Thanks for the post, Stephen! I appreciate it – good summary of the key points I was hoping to make. Cheers!
Melissa
Stephen 16th April 2010
No problem Melissa, thanks for taking the time to comment. Just realised we haven’t put a link to the original article, so if you want to see Melissa’s full post please visit – Has Yahoo Search Marketing Become A ‘Dog’?. I’m sure there must be a metric to show the rise and fall of Yahoo and other former giants like AOL, but they both seem to be going the same way (selling assets and losing focus); maybe that’s a post for the future – when did they jump the shark? Thanks again for stopping by.