SEO News
Search

More Early Yahoo Panama Results

newcomb-kevin
by , Comments

As more early results roll in, it appears that Yahoo's Panama platform is delivering as promised, improving ad performance for big-brand marketers and quality of results for searchers.

Last week, we saw results from Avenue A | Razorfish that supported this. Among that agency's clients, search impressions were up an average of 5 percent, cost per click (CPC) prices were down an average of 6 percent, with clickthrough rates up an average of 10 percent.

This week, we have similar early returns from search and media management firm SearchIgnite and RBC Capital Markets' research arm. A study of results from clients of SearchIgnite, and sister firm 360i showed that Yahoo's market share among those advertisers stabilized after Panama launched, ending a steady decline for the past year. It also found that clickthrough rates improved since Panama's launch, while cost-per-click has held steady.

You'll find the details in today's SearchDay, "Early Returns Encouraging for Panama."


SimilarWeb Search and traffic sourcing are both crucial to luring shoppers to your website. In this article, "2 Successful Holiday Strategies for Online Retail", you'll learn how to use a two-pronged approach for your holiday search campaigns that combine top keywords with the best referral sites. Data in this article comes from SimilarWeb.

Recommend this story

comments powered by Disqus