The new model used by Yahoo for ranking keywords has resulted in significantly better click-through rates for sponsored search ads, according to an analysis done by comScore.
The study of the click-through-rates for sponsored search results began before Yahoo rolled out the second phase of its upgraded search platform, dubbed Panama. Using rates for the week ending February 4 as a baseline for the study, comScore found that click-throughs increased 5 percent and 9 percent, respectively, in each of the two following weeks.
That led to sponsored results making up a higher percentage of overall ad clicks, from 10.1 percent… to 10.6 percent and 11.1, from the inception of the measurement through those next two weeks. The balance of the advertising clicks go to algorithmic ads.
Yahoo has pinned a good deal of its future on the success of Panama as it seeks to take market share away from Google and increase advertising revenue.
