Latest changes incorporate in the yahoo! Messenger that you would have noticed while using yahoo! Messenger in the second week of December 2006.

If you are a regular Yahoo! Messenger you would have noticed the messages that Yahoo! Team has been sending to its users in the second week of December. Yahoo! has made some strategic changes to its messenger which were long overdue worldwide. These changes were made to the interface of their campaign management tool. Yahoo! has now removed some of its previously used tools such as "Top 5 Max Bids," "Position" and "Your Cost" column.

Now, talking about the additions, yahoo! has added three columns to the interface. The initial plan was to add two, but they eventually ended up adding three! This would compel other companies to come up with new bid management strategies, which is not bad for the search engine market. This would be because companies emphasize on providing tending data instead of current data. This can also lead to change in trend.

Although the industry would have mixed response, this would be welcomed by those who would find themselves locked in the bidding wars. This can however be setback to small business players, as they would be only focusing on the campaigns only now and then instead of logging on everyday to find the top 5 rankings. The new trend will certainly much affect the short-term spikes. This would be basically for the consideration for marketers who regularly log on to check their campaigns.

Below are mentioned the new columns:

Latest Available Bid Range: This would highlight the newest range of bid for the top positioning of the keywords and key phrases. You can click the View Bids link to check the new bid range.

Average Historical Bid Range: This would be useful to those who want to check the bid range for the keywords that display the top rankings in recent days or weeks.

Estimated Average Position: If you want to know the rough positioning of your result on certain keywords, you can use this. This is calculated on the basis of the history of your bid range. You can also update the estimated average position by placing new bid in the Max Bid Column and clicking Update Bids.

There are also other advantages associated with the changes. Like, you can use “average historical bid range” to know the way bid prices are affected when the warm season arrives. Similarly, companies can gauge results for other occasions like Thanksgiving day or Mother’s Day.

It is wholly up to you to see how you use these columns to your advantage.