Ad agencies give thumbs down to Yahoo

Although their ads convert relatively well, the managers of pay-per-click campaigns are not happy with the format provided by Yahoo search marketing.

Yahoo has been on the brunt of anger from internet advertisers this week over the inefficiency of its ‘Direct Traffic Centre‘ interface.

Much of the criticism of Yahoo’s search marketing services has been antagonised by a search engine forum posting entitled: “10 Reasons Yahoo Should Kill Direct Traffic Center“. The attack on Yahoo has been linked to by so many web users, it currently has the #1 rank on Google when searching for ‘yahoo direct traffic centre‘.

Complaints have ranged from slow response time, lack of ability to customise, inadequacies of the editorial review system, and frustration at the seeming inability of Yahoo reps to do anything about it.

The overall message is loud and clear for Yahoo - your traffic is high quality but access to it is not. Advertisers will concentrate energies elsewhere if the system is not improved.