Yahoo Has Become Self Aware!
Posted January 16th, 2009 by Webster Jorgensen
in
Yahoo has gone SkyNet on us and started taking over your PPC accounts. It's just the beginning. This is the beta test that will ultimately lead Yahoo going to your clients and asking them"how much $$ you got and how many leads or sales do you need. No, no. Don't worry about keywords we'll handle that with our algorithm." Sure, it's not as good as a handcrafted campaign...yet, but it doesn't need to be. It just needs to cover the 20-30% Pay Per Clickers are marking up budgets.
At some point Google will follow. They have an even better chance at this than Yahoo!. They have more data and they're smarter. They'll sneak it in in a more PC way. First will be the option to have Google just build everything, then they'll just make you do it. Money goes in one end and your desired action comes out the other. AmIRite? Does anyone think agency PPC will still be a viable business in 3 years.
If this is the way things are going I would start building a lot more conversion, usability, and multivariate testing services into PPC offerings because those things will take longer for Google to develop an algorithmic solution.
Thoughts?
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I think you're right on
I think you're right on Webster...I've always felt that PPC firms are missing out on some upfront revenue and overall client success by not offering more guidance, recommendations and testing services for improving client sites. As we all know, traffic doesn't mean squat if a site sucks.
And even on the SEO side of things, the fact that Google is starting to factor bounce rates into their algorithms makes those services a double bonus.
Usability and testing specialists will be a hot commodity in the coming years...
Brody Dorland - Something Creative, Inc.
don't belive all the hype
I saw the Yahoo T&C's changed, but have not heard (or seen) Yahoo make any keyword changes to an account yet. I think they know if they start messing with people's PPC (good or bad) it's a fast track to getting dumped completely. Who needs their dwindling market share anyway? ;).
If you do see Yahoo jack with your account please let me know. I would love to know what they did, and if it helped or hurt.
I also gotta throw in that Yahoo is jacked up as a company right now! They are desperate for revenue and I wouldn't trust them to have my best interests in mind. Something about a company with falling stock, new CEO, and the fact they can name their own CPL would not sit well with me. I also wonder how they would handle the increased bandwidth that comes with quality lead assurance during all the layoffs?