Yahoo! offers ad comparisons

31 August 2007

Yahoo! Search Marketing campaigners can now compare their advertisements with those of other users of the service, according to the company.

In a post on the Yahoo! Search Marketing blog, administrator Michael Mattis reveals that the interface made available to campaign managers "lets you view examples of ads by other advertisers using selected keywords".

Meanwhile, up to 20 commercials may be compared side-by-side in a single page to identify the best and worst-performing promotional messages.

"There's also a handy best practices cheat sheet, right in the interface," Mr Mattis adds.

When an advertisement is created within the interface, the user is now prompted to add a second, third and fourth, which activates the performance comparison, he advises.

The Ad Optimisation function previously announced by Yahoo! automatically compares the results achieved by each commercial in a given group.

As data is collated, it increases the frequency with which best-performers are displayed in an attempt to maximise the click-through rate achieved.

Category: Paid search