A recent addition to the YSM! Reporting emporium, known as the Ad Delivery Report, is a step in the right direction for Yahoo and in the interest of its advertisers. The report is aimed at giving advertisers the feeling they have more control over where the money they allocate to the Yahoo network is spent.
The new Yahoo Ad Delivery Report does have some great features. The most obvious is that your current YSM accounts could benefit from higher ROI and cost savings, through optimisation using this report. More exciting though is the potential growth of this tool into something much bigger, which could encourage other search engines to follow suit.
How useful is the data offered in the new Yahoo Ad Delivery Report?
The new report is aimed at giving users more transparency, into the performance of the traffic they receive from Yahoo. Although the report works as advertised, it lacks the punch Yahoo so desperately needs.
For instance, we would have loved for the Ad Delivery Report to provide information on domains at the campaign, ad group and even keyword level. With this additional information in hand, advertisers would likely block more, less targeted domains at the campaign level, and improve the ROI of their campaigns.
(The Google content network already uses this functionality to track the performance of each domain at the campaign and ad group level.)
Yahoo Network Distribution
Yahoo has released a new network distribution tool. This feature is more of a blanket, high level approach to domain blocking. Using this distribution tool, Yahoo advertisers can actively select whether they want to appear in Yahoo’s premium network (yahoo.com and bing.com) or on the standard network (similar to the Google partner network).
Yahoo advertisers can choose to appear in the standard network only and be excluded from the premium search engine pages. As shown below in the network distribution diagram taken from a Yahoo! search marketing account.
Know your Traffic Volumes before Making Changes
The best feature of this tool is that it shows the advertiser campaign metrics, specific to the individual distribution channels. Advertisers can instantly see what traffic would be eliminated, before requesting the change.
To make a more informed decision before opting out of either channel, advertisers can use the Ad Delivery Report to access more detailed metrics including revenue and conversion data for each channel.
Good, but could be Better!
It’s unfortunate that Yahoo has rolled out another half baked attempt at improving the user experience for its advertisers. While these new tools do offer some benefit, it is hard to compare them to other tools like Google’s Search Query Report which offers a whole lot more and allows advertisers to truly improve their paid search campaigns through optimisation with targeted, accurate information.
Improvements to some of the new and existing features at Yahoo could be really boost advertiser confidence and give Yahoo a competitive edge that other search engines would need to follow.
Yahoo’s Ad Delivery Report is nice but you can only block 500 domains which is too low. You hit the maximum really fast and it seems to have different networks of fraudulent domains for all types of keyword niches. So it’s far from being enough. The block domain feature is only available for YSM US/CAN/IT/ES/DE/FR. It should be possible to block bad domains in ALL YSM markets. YSM scandies market send 99.9% of fake clicks and there are no way to turn bad domains off. Not fair!
I think yahoo delivery report is very nice.I am thinking to use this tool.It is more beneficial. But yahoo needs to improve her traffic as compared to Google.