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Monday, April 26, 2010

Yahoo’s Plan for a Full Page of Sponsored Ads in SERP

Posted by @ 10:03 pm

Yahoo! plans to add even more PPC ads to its search results page under a new pilot program called “More Sponsors”.

The program will add links at the bottom of the search results page and when a searcher clicks on one of these links a whole page of sponsored ads will appear.

Here is how the pages will appear:


The program was first announced to Laurie Sullivan from MediaPost by David Pann, Yahoo’s Vice President of Search Advertising. Sullivan explains that the program is Yahoo’s “push to improve search results that meet the needs of those who use its engine.”

While the program will only initially be launched on Yahoo! Search, they are looking at ways to make it available across the whole Yahoo! Network, through text-based ads, logos or images/graphics. “We’re looking at ways to test new formats and treatments of search ads to improve the consumer experience,” Pann said. “Once we have the page that supports the More Sponsored ads, we can test different treatments of the ads on the page.”

From an advertisers perspective this is a great move by Yahoo. Giving greater exposure to even more PPC ads might see more advertisers give the Yahoo! Search Advertising program a try. On the flipside, I don’t see this as a great thing for searchers. With so many sponsored ads already placed in the SERP’s, searchers might see this as a tricky way to simply get them to click on more sponsored ads.

What do you think? Feel free to share your thoughts below.

Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile

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