We got a look at our first few Yahoo accounts that can be migrated to Panama this week. Here’s a few things to watch out for if you’re ready to migrate your Yahoo campaign to the new system.
- Don’t just push the upgrade button. Make sure you preview the new account structure thoroughly before you do.
- Yahoo will try to create a new account structure based on your current campaign. From what I’ve seen so far, the results are pretty average so be prepared to do some work on it.
- Don’t bother trying to alter your existing campaign before migration. It’s not worth it, you’re better off being ready with a new bulksheet to upload as soon as the migration has finished.
- Get familiar with the new bulksheet format too. There are more columns than in the old one.
- When Yahoo creates new ad text, it cuts (rather than copies) a URL from one of the keywords in the adgroup. Be sure to replace it as soon as the migration is complete.
- It’s tempting to upload your Google campaign instead, as this function does exist within the new dashboard. Consider this carefully though; in our experience the results of doing this have been pretty mediocre.
- You can’t avoid the upgrade. You have a week during which to review the account before the automatic upgrade happens, so use the time to be prepared for the new system.
Each advertiser will have different experiences during the migration and you’ll have to watch carefully what happens. However, if you do you should find the transition a fairly smooth process. Thanks to the Efficient Frontier team in the US who migrated around 350 campaigns earlier this year and documented everything they learned. They’ve made my life a lot easier!