I mentioned Wednesday in Google Pulls Away that Yahoo had a new version of their PPC program in the works. Well, first impressions are starting to creep out, and while it sounds impressive, I can’t get past the fact that Panama just sounds like AdWords circa 2003. I mean look at this list of “new features” (as compiled by Nick Guastella of Bruce Clay, Inc.):
- Faster ad approvals: Ads will go live within minutes instead of the old 3-5 day turnaround. In fact, we’ve already noticed faster ad approvals even without being migrated to the new system. Multiple A/B ad testing will also now be available to determine best performance.
- Geo-Targeting: Previously advertisers had to use either local search or geo-specific search terms. Under the new system advertisers will be able to do this in one account. The new geo-targeting will allow distribution down to specific cities. They now provide a map of the area which then shows a highlighted radius of coverage based on advertiser’s choices.
- Ad Groups: Keywords in Ad groups can now use multiple ads where as before a keyword had to be linked to just one ad and advertisers had to wait up to 5 days to change.
- Keyword Insertion feature: Keywords will be able to be automatically inserted into titles and descriptions improving focus of ads and click through rates, and will also save advertisers time having to write specific ads including each keyword. Though that doesn’t mean you can slack off on writing good ad copy.
- Quality Index: Similar to the old Google quality index made up of click through rate, keywords related to ad copy, display URL, landing page and other factors.
Can you spot the one that Google didn’t have in 2003?
If you said #2, you’re right. It’s only been out since the beginning of 2005.
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