It seems that one of the first order of battle for Yahoo is to spike up its search product. As early as now, Yahoo is preparing for another year of struggle, with a few ups and more down as it goes up against Google who continues to lead the search engine market and a still unclear future with its partnership with Microsoft Bing.
So, straight from its Search Marketing Blog, Yahoo is announcing several enhancements to its search advertising programs starting with updating its Sponsored Search product. First is the Network Distribution feature that will allow advertisers to run their ads on Yahoo search pages, Yahoo’s partner sites or both. Running their ads on the entire Yahoo network will also allow advertisers to set different bids for Yahoo and its partners.
Then Yahoo is also rolling a new feature of its Search Marketing product which will allow easier and more efficient way of converting Google Adwords campaign data into Yahoo Search Marketing campaigns. Files can now be easily imported using the “Import Campaigns” button.
Yahoo is also promising to bring in more relevant search results, including real-time results via tweets and news links. This is to enable advertisers find more targeted opportunities to serve their ads.