Using data points that "reflect changes in search volume, click rate, cost per click (CPC), and conversion rate for the 10 days prior to, and 10 days post, Panama launch," Razorfish offered up these results. The data was culled from 33 of their current search clients.
They added that the data varied tremendously among the 33 advertisers they analyzed, but there were a few broad trends that were revealed:
Search Impressions – Up an average of 5%
Cost Per Click – Down an average of 6%
Click Rate – Up an average of 10%
Conversion Rates – Down an average of 5%
Overall CPA – Up an average of 6%
According to this data, the conclusions were that advertisers should experience a higher, general click rate on Yahoo! (YHOO) from now on, while possibly receiving a little bit smaller CPC.
At this time everything is really preliminary, as it depends upon every individual client and the unique effects Panama has upon them. But it does seem to be going in the direction that Yahoo! and its overall advertisers had hoped for. It will take a lot more time to absolutely confirm that though.
The general, broader trends listed above can be useful now in being at least a guide in how we want to strategize with Yahoo's new Panama. It will get much clearer in the not too distant future.
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