Yahoo beta test "Universal Sponsored Search"

When Google introduced Universal Search back in May 2007, it was only a matter of time before the innovation moved over to the Paid Search arena. The only surprise is Yahoo have done it first....

Universal Search is the incorporation of non-text listings within Google search engine results pages (SERPs). For example - do a search for the darling of Hot Trends, Britney Spears, and you'll likely see news, image, and video results, right there amongst your regular old text listings. Basically any type of alternative search listing, previously found within Google's "vertical search engines" (the links you see on the top left of your SERP - shopping, groups, blogs, maps, news, images, etc).

This enhancement benefits the user experience by providing alternative, but highly relevant, types of listing for them to click through on and experience. Of course, being Google, relevancy remains paramount, and image, video, group, news, maps, or whatever other media it places within the SERP will always seek to provide the information relevant to the intentions of the searcher.

So now Yahoo is testing its own version of Universal Search, but in its sponsored listings. It's currently in beta in the US only, and by their own admission will only roll out fully (and internationally) if it is considered a success. It will allow advertisers to use images, videos and custom search boxes in place of their normal text adverts, appearing on regular SERPs. This last point is of course key, as rich media ads have been allowed within contextual advertising (e.g. the AdWords Content Network) for some time. It's the move over to search proper that makes this news so notable....

So will this innovation be a success? For me, the idea is a winner, and one I'm certain will become the norm for paid search marketing moving forward. However, as with any innovation, implementation is key - go overboard with this, and users and advertisers alike will fight against it. The beauty of Universal Search is it compliments, rather than obstructs, the search process for users, and Yahoo's new advertising formats will need to do the same....