<< by Tad Miller on September 16th, 2009
Yahoo used to advertise that it’s Sponsored Search (Syndicated Search) Product “reaches active users on top search engines“ and they said that “ads are shown in search results on the webs top portals and search engines“ There really isn’t any language like that on the Yahoo Sponsored Search pages for advertisers, in fact it’s hard to even find any explanation about what Syndicated Search traffic even is on Yahoo right now. Which seems intentionally vague considering that the overwhelming majority of Yahoo PPC traffic isn’t even coming from searches on Yahoo.com.
Yahoo has also publicized how it was improving its traffic quality. See:
- http://searchmarketing.yahoo.com/trafficquality/ – The Yahoo Traffic Quality Center;
- How the Yahoo Click Protection Center is ‘working around the clock to identify clicks Yahoo believes you shouldn’t have to pay for’; and
- How Yahoo expanded the number of domains that you can exclude from showing your Yahoo ads up to 500 sites.
- How Yahoo is paying site owners less based on their traffic quality – which isn’t supposed to hurt advertisers as bad…
But, Yahoo never gave advertisers any insight into where it’s Search Network traffic was actually coming from, until late last week when it introduced the new Ad Delivery Report. We absolutely applaud that Yahoo did this for its advertisers, although I think it has more to do with integrating Syndicated Partner traffic with Bing in the future, than for actually helping advertisers.
After reviewing the first few days of Yahoo Ad Delivery Reports, all of our beliefs about the quality of Yahoo Syndicated Search traffic have been reaffirmed. We believe that a significant portion of this traffic is rife with click fraud and is not providing ANY value to Yahoo’s advertisers. Yahoo has been making significant sums of money off of this traffic for years, and has looked the other way rather than look out for the interests of its advertisers. The Yahoo Click Protection System isn’t working around the clock on this traffic.