I've heard the high concentration of chlorine right into the skimmer can be tough on the equipment. I've been pouring mine in over a return jet in the 5' section of the pool. I can see the yellow cloud get blown pretty quickly across the pool so I figure it's dispersing quite well.
Last night, I poured in several gallons of bleach such that the water was actually slightly yellow for a few minutes afterwards.
Many people pour bleach slowly into the skimmer while the pump is running. It can in theory cause problems but nothing seems to actually go wrong in practice. Pouring slowly in front of a return jet is also fine. In either case make sure that the pump will be running for at least half an hour after adding bleach to get it well mixed into the pool.