Yahoo! advertisers 'should focus on quality and budget'

12 October 2007

Budget and advertisement quality are two of the primary factors which influence the ranking of pay-per-click messages, Yahoo! has advised.

Marketing manager Michael Mattis observes that some publishers think their commercials are not appearing after signing up for a paid search campaign with Yahoo!.

But he asserts in a Yahoo! Search Marketing blog post that the advertisements may actually be appearing on the second and subsequent results pages.

"If you want your ad to be displayed higher in sponsored search results, work to improve your ad's quality, increase your bid, or do a little of both," he tells website managers.

"Your ad's ranking may not be high enough for it to be displayed on the first page of search results."

If a promotional message is still not displayed, Mr Mattis adds that it may not comply with Yahoo! editorial guidelines or may simply be awaiting approval.

Topics which could see an advertisement contravene the guidelines include adult or sexual content and references to prescription drugs, Yahoo! states.

Category: Paid search