Yahoo is introducing a new level of search ad pricing that takes publisher quality into account, reports the Yahoo Search Marketing Blog.

The new pricing structure will examine the quality of traffic from the publisher running the ads, then adjust advertiser's cost accordingly.

This could yield dramatically lower prices for some. Click quality is determined by conversion rates on a given site, as well as other factors.

The change is automatic and system-wide, meaning advertisers do not need to take action to put this into effect.