Yahoo!'s Panama boosts keyword brand advertisers
A study by SearchIgnite and RBC Capital Markets revealed advertisers from America's 500 largest firms had seen click-through rates rise to 4.4 per cent - a move which was met with some surprise, reports MediaPost Publications.
SearchIgnite president Roger Barnette told the publication: "For large-brand marketers, the scale of the positive impact was surprising.
"It most helped consumer brand marketers with strong brands, because on non-brand terms, people are more likely to click-through on terms they know and trust."
Following the rollout of Panama, companies across the Yahoo! network were reported to have seen their average click-through rate rise by about a fifth to 2.5 per cent.
Meanwhile, cost-per-click revenues showed a slight increase to 59 cents (30p) up from 56 cents (29p).
Last week, Google's Susan Minniear advised companies to invest in paid search advertising even if their branded keywords consistently rank highly in organic search results.
She claimed paid searches can help firms take full control of their internet advertising campaigns.
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