by Jim Gilbert

If you have advertised on Yahoo’s Panama for any length of time or managed multiple accounts there, you may have seen (in many account cases) a deterioration in conversion performance in search.

We are talking search here — not the content network.

I just finished investigating this issue on several accounts today and found a very interesting fact:

Of all the clicks coming from these accounts on Yahoo Panama, only 33.7% were actually from Yahoo — the rest (66.3%) were from Yahoo’s Search Network!

So Yahoo’s search network delivers more traffic than Yahoo search? Yep, in many cases this appears to be an absolute fact.

“So who cares”, you say?

You should! Yahoo’s search network (and Google’s for that matter) is not chunked full of brand name properties to put it politely — to be a bit rude many are “scummy”. So, conversion performance from Yahoo is 66.3% search network which just DOES NOT convert as well as search.