Yahoo! introduces new ads program to compete with Google and Bing.

Content marketers are constantly catering to the latest search engine developments so they can create SEO-friendly content that help brands appear in SERPS. Google and Bing lead the pack, but Yahoo! has introduced a new CPL search ad tool that could help the search engine gain ground. Yahoo! announced its new tool on December 13, with the intent of bringing those looking to advertise closer to the third-place search engine.

With the new tool, brands will only pay for advertising when forms are filled out on their sites, generating potential leads. Yahoo! SERP will show lead generation forms as part of the results. If users fill out their email addresses or phone numbers, brands will pay for the service. According to Yahoo!, The CPL search has yielded an increase clickthrough rate of 6 percent.

It’s no secret that Bing has been working to edge up on some of Google’s share, but Yahoo!’s innovative tool is something that the bigger search engines lack. Brafton recently reported that Bing is seeing substantial growth, and that content marketers need to work to ensure their custom content is revealed across multiple search engines.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.