Two days in to his new job, what do you think should be on his list?

I can think of four YSM related ideas.

1.) Copy Google's Query --> Keyword matching rules. For far too many queries, YSM displays no ads leaving those who can monetize Google's Broad Match with far less traffic than desired. According to many studies, almost 30% of searches occur on Yahoo (& YSM network sites?) but - polling those I know in this business - Yahoo takes far less than 30% of our spend. Increase the exposure & offer the tools to pay the appropriate amounts for it.

2.) Improve network quality. Losing MSN severely hurt YSM's click quality. They must replenish this value through quality partnerships AND eliminating junk sites from the network. With Google's crack-down on quality, YSM has become a safe haven for such sites. Build and maintain quality, and increases in Advertiser spend will be long-term increases.

3.) Address UI Issues. IMHO, significant barriers to growing or optimizing campaigns exist in the Panama UI. These must be improved. Based on how long it took to build, some of the omissions are really pretty unacceptable. The nice thing is - the answers are all there for the taking! Visit Google's UI - it does all that you do, but better.

4.) Listen to your Advertisers. I know there are some YSM reps who patrol this message board, but not nearly often enough. The Adwords Advisor lives on the Google boards - participating in and provoking excellent discussion. Oftentimes, discussions that are initially critical of Google, but with valid arguments and suggestions that are noted and addressed. Yahoo needs to make sure somebody does the same. Advertisers are talking, start listening!

I guess the summary would be this rule of thumb: If you're going to copy Google mostly, you might as well copy Google entirely.

Any others for Mr. Yang?