Yahoo!


This week we had a special treat, I received a little “link Love” from perhaps one of the most influential Internet gurus on earth, Matt Cutts – Google’s chief software engineer & head of the Google’s Webspam team.

Yes, Matt Cutts actually found my blog and linked to me!  Sweet..

I highly recommend all of you to bookmark Matt’s blog, it’s a rare chance to get “under the hood” of Google, although this site is totally his own perspective.

He referred to my articles  on Yahoo Panama Issues, migrating Google adwords into Yahoo’s platform in particular.  Take a look at his article, he discussess ways that Google lets you access your data.

Thanks again Matt..

Results are rolling in and it appears that Yahoo’s Panama platform is delivering as promised, and I have to say for our business our ad performance has increased tremendously.  Our click thru rates are up 2-4%, some even higher.

Take a look at the ComScore press release that highlights the “pre-lim” results

Last week, we saw results from Avenue A | Razorfish that supported this.  Now we may not be as big as these companies, but take a look at these agency’s clients:

  •  Impressions were up an average of 5 percent.
  • Cost per click (CPC) prices were down an average of 6 percent.
  •  Clickthrough rates up an average of 10 percent.

Also, take a look at what SearchEngineWatch had to say about this news:

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.

That’s all for now, again this is jusy my “Perspective”………………..

peace ouT

Well, I have completed the integration of our Google Adwords campaigns into the new Yahoo Panama platform, however it was not flawless like I had hoped.  The good news of the “migration” is that the campaigns transformed wonderfully, complete with broad match, geo, 70 character limits in the description yadda, yadda.  The bad news?  Yahoo converted these campaigns with sporadic quotation marks in the descriptions.  Also they imported my Google ad description into Yahoo’s long description which left the short description field blank?

Here is what I had to do, and what I recommend. 

  1. I had to have my assistant help me physically filter through all our newly converted campaigns in Yahoo and backspace the quotes.  I then had to copy and paste the long description into the short description field, I will have to find out the benefits of the long description later… 
  2. Although Yahoo did a great job in copying my Google ads into 70 characters, I still had to review all the campaigns to assure the ad copy made sense and complied with the new ad ranking system, keywords etc..

I highly recommend that BEFORE you have them convert the XML file, you go through this spreadsheet first, find errors if any, such as the quotes and missing short description fields, then send it back to them.  By the way, if you choose to have Yahoo help you, they will send you this file (That you sent them), and they will give you time to inspect and make changes to this spreadsheet, then re-send it to them for importing, this was my mistake!  I should have looked at ALL the campaigns.

In addition, they will obviously convert these new campaigns at the highest PPC and rank, so you need to watch closely all your campaigns when they are live and adjust as you go.  Be careful also with some of your keywords, and campaign groups because Yahoo’s content match program is a little different than Google, I realized this when one of our newly converted campaigns generated over $1,000.00 in clicks in two days.  I had to stop our campaigns immediately, but this goes to show that you really need to watch closely these new ads, and don’t convert and make live these new ads on the weekend, but during normal hours so that you can monitor them.

For more information on initial issues with Yahoo Panama, see my first post entitled “Google Import Issues With Yahoo Panama“.

Below is a screen shot of the “Convert Campaign” page of Yahoo’s new platform.  Here you are supposed to upload or import campaign information and convert third party campaigns such as Google into Yahoo! Search Marketing campaigns.  Well guess what… It’ s not that easy!  I have spent countless hours, and multiple emails trying to figure this thing out.  I just got off the phone with integration support, which by the way have been extremely helpful, but here are two problems that I have encountered.  Look below.

After over an hour, the Yahoo tech realized two things.  First of all when Google rolled out it’s Adwords Editor program, Yahoo was not too quick to update it’s import feature to accept a CSV file from this new editor.  They were use to the way you download reports from your actual Google account.  So after about 30 mintutes today, she finally realized she had to adjust “Some Settings” to accept my adwords editor download.

Next, and this is a biggy, my spreadsheet was chocked full of disallowed charaters such as the Ampersand (&), dash (-), Parentheses (), Number (#).  Well, she went through her entire list of possible error reasons when she realized this.  In fact, she is going to submit our case to support so that they can include this in the import instructions.

You might ask however, why in the world would you have these in the spreadsheet in the first place?  Two reasons:

First…If you create a campaign in Google and do not name it, they assign a default name such as “Campaign #1”.  Well before I came to work for this company, the individual who set up our campaigns set up random campaigns and them deleted them.  Here lies the problem, Google does not remove totally these deleted campaings, so when I downloaded the fresh raw data from the editor, it included all deleted campaigns with the # sign. 

Second…we have hundreds of part #’s and use the # in some of our camapign titles. 

Bottom line?  Before you try to upload a file from Google to convert to Yahoo’s new platform, make sure you remove any and all characters from the file, they will be rejected.  BUT, take note however, you DO NOT want to take these characters out of the keyword levels.  She said they do accept them there obviously because people use those characters in searches.

I am still waiting for the process to complete, but if it goes through, this will save me a ton of work.  Yahoo will help you convert Google campaigns to Yahoo campaigns only one time, so make sure you get it right!

See my recent post on Yahoo Panama import issues here.