Yahoo! is scurrying for a comeback. Spurning MSNs advances. Adding other services left and right, including the upcoming Flickr video-sharing deal. But what about Pay Per Click?
Yahoo! has had pretty decent success with its Yahoo! Publishers Network. In fact, next to Google, Yahoo! Publishers Network is top dog in Pay Per Click. And Yahoo! is a lot closer to competing with Google in Pay Per Click than it is in search. So will we see any big improvements coming our way any time soon?
It depends. Yahoo! is trying to dig itself out a hole. Executives may reason that since they are doing so well in Pay Per Click they don’t need to tweak anything. Then again, they may decide that since they are doing so well in Pay Per Click that they need to do what they can to make it better. I think Yahoo! should focus on its strengths. While they may be doing well in Pay Per Click, there is always room for improvement. Yahoo!s announcement a couple of weeks ago that it will do away with its .10 minimum bid and make minimums based on ad relevance and the market is a bold move in the right direction. I’d like to see a few more tweaks in that direction. They will certainly go a long way to make Yahoo! Pay Per Click more competitive.
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