Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

Tuesday, January 22, 2008

Yahoo Going Forward: Simple Works

Unlike some analysts, I'm not a self-styled management consultant. I don't know beans about who should be given ownership over the P&L in a vertical, and so forth. I don't work at Yahoo. I don't claim to know how everything works.

I do understand the economic engine, however, especially on the search marketing side and platform advertising side.

You can print reams of speculation about layoffs, acquisitions, restructuring, and focus. But when it comes to advertising, you have to make it easy for people to buy.

Yahoo is almost there. Panama turned that part of the company around and is something to build on. Yahoo has a sales and service arm that is second only to Google's, and given the inflexibility of Google's bidding system, Yahoo seems like almost a sympathetic sales ear in spite of their low volume.

But the rollout of the Panama feature set is still too slow. There's the economic engine I know and understand. Take what is working, and continue with its basic execution.

A very important example is an agency console to make it easy for agencies and large companies to manage many accounts, from a single dashboard, like Google has. A second example would be continued strides on things like geotargeting. I guarantee that if you do stuff like that -- make it easier to buy and manage your ads -- the people on the ground who have to implement this stuff will start actually doing more buying, rather than paying lip service to, Yahoo's available inventory. Panama rolled out successfully, but it isn't done yet. Keep going, Yahoo!

Labels: ,

Posted by Andrew Goodman




View Posts by Category

 

Speaking Engagement

See Andrew Goodman speak at eMetrics Chicago 2014

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

Recent Posts


Quantcast Series B: Score One for Data

Resolutions on Randomness: Beware the Black Swan

Google-DoubleClick Commentary

Googleplex North...

Yes, a Huge Win for OpenID

Pondering the Sales Equation, Part 2

It's All About Sales??, Part I

Conference Circuit: The Big, the Small, the Tiny, ...

Parked Domain Traffic: Does It Convert?

It's Somewhat Illogical, Captain: Don't You Love S...

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved