Yahoo Search Sticks It To Advertisers
Again this year, I received an e-mail note from Yahoo:
Dear Product Submit advertiser,
From November 3, 2008, until December 31, 2008, Yahoo! will be making a seasonal rate adjustment by increasing the cost per click (CPC) by 25% in all categories. This means that during this period your actual billed CPC will be 25% higher. This adjustment reflects the increased consumer buying activity during the holiday shopping season, which is typified by increased leads, better conversion to sale, and increased revenue for our merchant partners. The 25% adjustment to your billed CPC will be reflected on your Click Report and in your invoice.
I’m sorry but charging a surcharge during the fourth quarter to its advertisers is the most ridiculous thing I had ever seen from Yahoo. Simply because volume increases and conversion rates soar is no excuse to add such a fee. The advertisers are entitled to the rewards of their hardwork, without interference from their search engine.
This is one of the major reasons why I stopped using Yahoo Search PPC over a year ago and why you don’t see me recommending Yahoo to clients any longer.
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