Well, if you’re running any ad campaigns on Yahoo! Search Marketing, you must know by now that Yahoo! has implemented a new Quality Score system that sets your minimum bids based on keyword and ad relevancy.

This doesn’t appear to be aimed so much at the quality of the landing page, but more toward making sure that your keywords and ads are related.

This puts an end to the days of throwing a few hundred (or even a few thousand) keywords into one or two loose adgroups and launching your campaign.

Yahoo! wants advertisers to create ads that are tightly-related to the keywords that are being used in the campaign… nothing more and nothing less.

I have already heard rumblings of people losing entire profitable campaigns to this new policy. What isn’t so obvious to some marketers is that their campaigns aren’t necessarily lost, they just need to be tweaked and adjusted to meet the new quality score guidelines.

These next few weeks will be interesting as marketers wrestle with this newest change in the ever-changing world of PPC advertising.

Be blessed,

Curt

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