Yahoo's Traffic Quality Center announced several updates to help advertisers determine changes to the volume of clicks on their accounts. A submission form is now available to allow advertisers to initiate a click investigation, a question and answer column written by one of Yahoo's traffic quality experts and animation on the homepage which highlights Yahoo's stance on "bad clicks."

There are several reason why the number of clicks may fluctuate, writes Reggie Davis, VP of Search Quality of Yahoo! Search Marketing. For example, changes to an ad's ranking in search results, change to the match type, keyword seasonality, a new distribution partner added to the network, Yahoo! Buzz plamcent, where searches on certain keywords can be performed directly from the page content, and Yahoo! front page placment.