YSM Aims to Fix Relevancy Issues

So I received a letter from Yahoo Search Marketing today. They are working on improving the relevancy problems they are having with their ad network. So of course what does Yahoo do to fix this little issue they are having?

Well quite simply they are going to once again put it all on their advertisers. I mean come on, you didn’t expect to read that they were going to fix the problem them self did you?

Anyways, here is a piece of the email I received.

We have noticed a large number of keywords in account ########## with compliance/relevance issues. Yahoo! Search Marketing requires that Web sites possess substantial content that is clearly and obviously reflective of the keyword.

This notice is provided to you as a courtesy. If you continue to advertise under a large percentage of non-compliant keywords, we will be forced to set your account offline until you adhere to our policies.

So as you can see from the quotes above, I have a yahoo search marketing account that has keywords that I’m bidding on that aren’t relevant to my landing page.

Now of course in Google Adwords they simply would slap those keywords with high minimum bids and that would be the end of that.

Of course Yahoo can’t come up with a system that deletes bad keywords themselves so they have to contact their advertisers and threaten to close their accounts.

Nice right? So because Yahoo can’t come up with a system to deal with relevancy problems they stick it on their advertisers and then they wonder why they are having such a problem getting people to use their ad system.

This is why I spend tens of thousands a month with Google Adwords a month and hardly crap with Yahoo anymore. This is a company that can’t seem to do anything themselves when it comes to their ad system and always point the blame at their advertisers and publishers.

Just take a look through the digitalpoint webmaster forums under the YPN section and you’ll see how they cancel peoples YPN accounts because traffic from their sites isn’t converting well yet Yahoo is displaying Vonage phone ads on a site about video gaming.

There are a lot of problems with Yahoo’s Ad Network that needs to be fixed both on the advertiser and publisher side. The first major problem is that Yahoo needs to realize that they can’t always blame their advertisers and publishers for stuff and make it their responsibility.

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