After 8 years of using basically the same advertiser interface, Yahoo! is readying their roll-out of a comprehensively upgraded system (codename: Panama) for managing paid search advertising across the Yahoo! network.
8 years? That's an unbelievably long time in SEM. Well, better late than never, and the new features being introduced do in fact seem to be what we've been pleading with them to introduce for all these years.
These new features should make the Yahoo! Sponsord Search platform about as powerful and flexible as the Google AdWords system, which should earn them some more advertising dollars. Over the past couple of years I've moved most of my clients' Yahoo! ad spending to Google because I'd lost patience with Yahoo!'s terrible, clunky interface. The new system should make it much easier to optimize campaigns for better conversion.
Did Yahoo! do everything they could? Of course not. They can still amaze me with their cluelessness in marketing to advertisers. And did they build in features to make it easier for Yahoo! Merchant Solutions stores to manage their Yahoo! Sponsored Search campaigns? If they did, they aren't talking about it.
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