Yahoo! Search Marketing Keeps Falling Behind
Yahoo has no such option. This is an essential feature. Reading a recent post, Yahoo.com and Beyond (from www.ysmblog.com), it doesn't appear they plan to implement a Yahoo only ad distribution option:
Yahoo! Search Marketing is, to a large extent, an ad distribution network. That means that when you become a Yahoo! Search Marketing advertiser, your ads can appear on Yahoo.com—the world’s most visited website—and they may also appear on other sites in our ad network, like MTV.com, iVillage.com and eBay.com, as well as on other popular content and information sites...Ironically, the next post on that blog is about a new feature to block domains on the Yahoo ad distribution network:
Being part of an ad distribution network, and not just advertising on a single site, can help you reach a wider audience, create better brand awareness, get more customers and increase your sales.
As a part of our ongoing effort to improve the quality of the network and your traffic, we have undertaken several initiatives. The newest of these is a feature called “Blocked Domains,” which allows you to specify certain sites in our partner distribution network on which you do not want your ads to appear.Why announce a feature that's not ready? Why not give the advertisers what they want - a block all domains feature? For comparison, Google's had site exclusion for a long time. To be fair, they need to make that work for their search network, though. IOW, the Yahoo Search Marketing blocked domains feature might be an improvement over the Google AdWords site exclusion tool. Will have to see when the new feature launches.
The new Blocked Domains feature, which launches later this month, is just the latest among several initiatives we are undertaking in order to in order to provide increased value.
Wow, reading some of the comments on the Y!SM blog about the impending blocked domains feature, you'd think Yahoo would realize they're alienating too many advertisers by not maintaining feature parity with Google. They clearly need a Yahoo.com and NOT Beyond ad distribution option. Sample comments:
- The blocked sites feature needs to be implemented ASAP. My site stats shows 85 to 90% of the worthless visitors are coming from search sites that are part of the Yahoo search network. Many of the sites that are part of the Yahoo search network are sending visitors with a 100% bounce rate. If I can’t block those search sites I’ll have to consider closing my account.
- Yahoo should have implement the block domain feature years ago as I, as an advertiser have complaint to them endless times and get no respond. Glad they are finally taking the bid step to improve click quality. I hate to see my Yahoo ads appear on a third party website who shows on Google sponsored links at lower cost and post my Yahoo ads at higher costs.
- The blocker should have been in place before the network was allowed to rip us offf. SHAME ON YAHOO!
- I think it’s actually pretty ridiculous that we have to choose what partner sites to turn off. I want them ALL TURNED OFF! Please consider providing such an option, I’m sure many would use it. I know Yahoo is all about earning money, but I think this just makes you guys look greedy. That’s no good in my book. It has led me to close many of my clients’ accounts in the past.
- After I write this comment, I am turning off all my Yahoo ads.
Tags: yahoo search marketing, tech check, jim goldman, cnbc, blocked domains, ad distribution, adwords, google ads, advertising