To get an upgrade — Yahoo ads

Yahoo Search Marketing (also known as Overture to the domain community) is getting an upgrade.

The upgrade is long overdue to compete with Google. Overture invented the pay-per-click search market but in this case being second to market was a benefit for Google. Google was able to learn from Overture’s (then GoTo.com) mistakes to create a more flexible system.

Yahoo and Google feed most paid parking programs. Yahoo feeds programs like GoldKey and newcomer Parked.com. Some of the changes may improve performance on parked pages using these programs.

Among the changes:

-Faster ad approval – most ads will go live within a few minutes. Google and MSN by now auto-approve most ads this quickly.

-Ad testing – more than one ad copy per listing to test for performance. Ultimately, better ad copy equals more clicks equals more money from parked pages.

-Geo-targeting – this will result in more targeted listings on parked pages, which ought to improve click through rates.

The upgrades will be implemented starting in June.