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Thursday, November 23, 2006

Panama Headaches (and How to Avoid Them)

Recently, Iíve heard a few grumblings about the Panama account migration process. In this post, Iíll provide some suggestions on ways to avoid headaches with Panama.

With the Panama update, Y!SM is merging existing categories and/or creating new account categories (otherwise known as ad groups) in an attempt to group similar terms together. Iíve seen Y!SM make some groupings that may at some level make sense but may not make sense for your particular campaign. Take a look at the following example. Y!SM grouped terms like ďteaching jobs MinnesotaĒ, ďteaching jobs MissouriĒ and ďteaching jobs PennsylvaniaĒ into a single category (Iíve changed the type of job to protect client interests). At some level, it makes sense to combine all teaching related terms into a single category. In this case, terms had worked better in separate categories with distinct ad copy and URLs. It can be difficult for Y!SMís automated mechanisms to accurately determine advertiser intentions so be sure to thoroughly review accounts before migrating them. A little extra check can save many headaches and countless hours of account reorganization. Note: once accounts have been upgraded, itís impossible to revert back to the old system (old account architecture is gone).

Also, it may be a good idea to hold off migrating accounts until 2007 especially if the Christmas retail season is important to your business. Upgrading accounts will be mandatory for all accounts sometime in Q1 2007 (the specific date hasnít been announced). If you do migrate now, download a spreadsheet of all account information before upgrading accounts (just in case).
Also, after account migration, Iíve heard some advertisers have experienced more content volume. Iíve always advised people to be careful with the content product as volume spikes can sometimes be erratic (for example, a relevant news story on a news site can cause spikes in volume). To avoid surprises, turn off content match before migrating accounts. Resume advertising when you have time to actively manage content volume.

I continue to revise the Y!SM book and I continue to learn many interesting tidbits about Y!SM and the Panama update. Stay tuned for more information.

I promise the book will be ready by Q1 of 2007. That way, Wall Street can tank my stock when I have to stand up and announce that it will actually be Q2.

Posted by Mona Elesseily




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