Encouraging early results for Yahoo! Panama.
Comscore has just released their study of Panama, Yahoo’s new bid management platform, and the results look promising. Comscore looked at impression and click-through data for a million users taken from two weeks before the launch of Panama on the 5th of Feb 2007 and compared it with the following 2 weeks.
In the study, click-through rates (Percentage of click on sponsored listings) increased by 5% in the first week and 9% in the second week. This is great news for Yahoo! and their advertisers.
They also looked at the percentage of clicks on sponsored results compared to organic results, and again the new platform appears to be enjoying a greater share of clicks. Almost a 1% increase in paid search clicks to 11% from 10% before the new system. I guess, this can be interpreted in two ways, either Yahoo!’s sponsored search is delivering more relevant results or their organic search is less satisfactory compared to their new paid search model.
Overall the result look good for Yahoo!, and I hope, Like many in the industry that Yahoo! makes a good second to Google’s ad platform.
For details on the changes introduced by Panama, SEO Roundtable has a discussion on the new platform
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