According to Reuters, Google commands 47.4 percent of the U.S. Web search market while Yahoo! claims 28.5 percent.

Next month, Yahoo! will be launching Panama, a new “search marketing ranking model.” Here’s a press release about it.

Shares of Yahoo! rose seven percent yesterday on the news, but Panama is about attracting new advertisers and squeezing more dollars out of existing advertisers, not expanding Yahoo!’s overall share of the still-growing search universe — which, according to that Reuters link above, has grown 30 percent since December 2005.

Takeaway for marketers: Will Panama be a good thing? Test it. Is it delivering you the ROI you want? Then it’s a good thing.

This entry was posted on Thursday, January 25th, 2007 at 9:36 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways.