How Yahoo! Actually Leads Paid Search


	How Yahoo! Actually Leads Paid Search
fuordigital
11-3-2008 9:13 AM
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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/9c6bdb87-22a5-42a8-bd18-f7932a4d65fe/B2C68850-7EA8-4710-90CE-8792EB620392/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/" href="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/" style="font-size: 11px;">blog.compete.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/">The Undiscovered Best: How Yahoo! Actually Leads Paid Search</blockquote><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content6.clipmarks.com/images/clip-icon.gif" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/" href="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/" style="font-size: 11px;">blog.compete.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><P>Looking at paid clicks, or referrals, as a % of total search queries, we see a fairly familiar picture.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><div align="center"><img src="http://content7.clipmarks.com/blog_cache/blog.compete.com/img/7F486E9F-594C-4DD6-8288-96D3C214B7B1" alt="" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><P>However, not all queries are created equal.  As Jeremy Crane <A href="http://blog.compete.com/2007/09/26/search-queries-results-yahoo-google-msn-live/">pointed out</A> many queries do not lead to referral.  Many of the unfulfilled queries are probably due to searchers not finding what they’re looking for.  Many queries are also informational and can be answered right there on the SERP.  </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><div align="center"><img src="http://content8.clipmarks.com/blog_cache/blog.compete.com/img/18ADEEE4-ACC1-45DC-94FF-43EA74B706A5" alt="" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><div align="center"><img src="http://content9.clipmarks.com/blog_cache/blog.compete.com/img/6641184F-2037-4D06-8657-98805342350F" alt="" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><P>As you can see, Google answers the query on the top of the SERP with a handy conversion calculator, while Yahoo! doesn’t.  Instead, Yahoo! offers paid results from Calibex and BizRate.  </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><P>For users, it’s great to get the desired information right there on the SERP, without having to click-through to another page.  For search engines, it’s a missed opportunity to monetize a search.  </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><P>Thus a more appropriate online metric for measuring search monetization might be paid referrals as a % total referrals.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://blog.compete.com/2008/10/24/google-yahoo-live-paid-search/"><div align="center"><img src="http://content6.clipmarks.com/blog_cache/blog.compete.com/img/5C79FF48-B038-4B79-BA48-211CDB4A6B82" alt="" /></div></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/B2C68850-7EA8-4710-90CE-8792EB620392/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>
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