WhyPark Launches Six New Updates

In a constant effort to increase revenue for our customers and match relevant content to your domain themes, we are proud to announce that we have launched a number of new updates this week.

Ad Feed Updates:

1. Related Search Terms. Over the next week, you will notice many of the keywords in the "Related Searches" area changing. While they will still be very relevant to your site's theme, the keywords selected are based on a requirement for a greater number of advertisers from the top-tier ad feed. More advertiser competition typically means higher revenue for those clicks. Additionally, there will be fewer backfill results needed from the second-tier ad feeds.



2. Fewer Sponsored Results. While in many cases the second-tier feeds convert well, our focus is to always deliver more results from the top-tier advertisers. We have previously shown 10 "Sponsored Results" when a visitor searches or clicks on a "Related Search" term. We've reduced the number of ads being shown to 5 now. This change provides a greater percentage of top-tier advertisers for visitors, less distractions, and fewer second-tier ads. This feature creates a greater likelihood that your visitors will click on one of the top-tier ads, hence yielding greater revenue for you.



3. TQ Score. Yahoo provides Traffic Quality (TQ) Scores at an account level, which gives you an indication as to how well your traffic converts for advertisers. We are now providing those scores to our customers, which can be accessed under the My Account tab, then TQ Score section. You must have a minimum number of clicks per day on your account in order to receive a score each week. If a new TQ score is available, you will be able to view your updates on Thursdays. You will also be able to view your TQ Score history back through April 2009.

Content Updates:

1. Better Content Matching. One of the most frequently requested features from our recent survey was greater control of the article matching and ensuring the highest relevancy possible. Today, it's live. We've made some substantial changes to the way articles are matched to your keywords. Previously, all of the terms were weighted, but multiple-word phrases didn't hold the strength to always be effective. Now, multiple-word phrases are treated as a whole phrase more appropriately to provide more precise matching. You will find a better mix of articles based on your terms, whether they're multiple word phrases or single keywords. You do not need to change anything in your setup and can continue to simply add one phrase or keyword per line in the Site Settings section. Article matching updates will take place over the next 24 hours.



2. Negative Keywords. There are going to be a lot of happy campers over this update…negative keywords! Finally, you have the option of including terms you DO NOT want included in our keyword article matching. This will give you greater control of your content. To add negative keywords, simply add a hyphen before the keyword or phrase in your Site Settings keyword list. For instance, if I want to include articles about mortgages and bad debt, but not credit cards, my keyword list would look like this:
   
   mortgages
   bad debt
   -credit cards
   
   This will match the keyword mortgages, the phrase bad debt, and remove any articles related to credit cards, keeping the most relevant articles from that mix.



3. WhyPark Stock Articles. Our final feature announcement includes an option for choosing how many WhyPark stock articles you want to be included on your site from the WhyPark database. If you have a lot of custom content, you may not want to show any of our stock articles, or fewer than the defaulted 30. You can now make that happen. When adding or editing domains in bulk or individually, you will see a new option in the Site Settings section for "WhyPark Articles" with the option to choose a number from 0 to 30.

As you can see, we have been busy escalating our development efforts and have a number of new features and product roll-outs planned over the next several months. We appreciate all of the great customer feedback that has helped guide us on the development of these new features.