Yahoo’s new ad ranking model

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Till date ads in [shal]Yahoo[/shal] were ranked depending on the bid. This means higher you bid for a keyword, higher would be your ad ranking. This will be changed very soon now. Just like [shal]Google[/shal], Yahoo will also rank ads as per the bid and also the ad quality. For Google ad quality depends a lot on the landing page. This means Google has a mechanism where they check the relevance of the ad with the advertised page.

 

I am not sure if [shal]Yahoo[/shal] will be looking the quality and relevance of the advertised page as well. Looking at the email I received here is what they mean by Ad Quality:

 

Ad quality is determined by:

1.       The ad’s historical performance - its click-through rate relative to competitors and normalised for position.

2.       The ad’s expected performance - determined by various relevance factors considered by Yahoo! Search Marketing’s ranking algorithms, relative to other ads displayed at the same time.

Overall ad quality is displayed in a graphical form by the quality index.

Still don’t get it? The picture below would be helpful:

 

 

 

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