Yahoo’s New Sponsored Search : Instant Ads & Geotargeting

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Yahoo’s New Sponsored Search : Instant Ads & Geotargeting

Yahoo Search Marketing is taking the first steps of upgrading their Sponsored Search technology today with an email sent out to Yahoo Search advertisers. First impressions of the changes look very positive from the start, including no more long 3 day editorials processes, geo-targeting, and dayparting. Here is the email I just received as a Yahoo Search Marketing advertiser, entitled The New Sponsored Search is Coming.

You’ve told us your needs and we’ve listened. A completely redesigned search marketing platform is on its way, full of advanced, easy-to-use features that will help you better connect with Yahoo!’s vast and valuable audience.

As part of creating these enhancements, we met with advertisers of all sizes to hear first-hand the things they liked and didn’t like about Sponsored Search. We extensively reviewed all parts of our service, including the design, features and tools. The result of these efforts is the new Sponsored Search, which will make its debut this Fall.

Powerful New Features

The new features that will make advertising with Yahoo! better and more effective include:

* Easy-to-Use Control Panel
A completely redesigned, easy-to-navigate control panel will help you see what’s working and what’s not–at the level of detail you choose–so you can take action and get even better results.

* Fast Ad Activation
Most new ads will go online within minutes, allowing you to connect with customers quickly, and easily make changes to your ads whenever you need to.

* Ad Testing
Easily test multiple versions of an ad to find the message that works best for your customers and provides the greatest return on your advertising investment. You can then choose to shift impressions to the ad that performs best.

* Geo-Targeting
Display your ads broadly or narrow your geographic distribution to better target your customers, customize your ads and control your costs.

* Campaign Budgeting, Forecasting and Scheduling
Create, budget and schedule individual advertising campaigns for greater control over your advertising strategy and spending. Review forecasts of your potential clicks based on your bids and budget and see how many clicks you’re leaving to your competitors.

* Visibility
Understand how well your ads are performing relative to your competitors with the new Quality Index displayed for each ad. You’ll also see the bid range necessary for premium placement at the top of the search results page.

* Easy-to-Use Control Panel
A completely redesigned, easy-to-navigate control panel will help you see what’s working and what’s not–at the level of detail you choose–so you can take action and get even better results.

Thoroughly Tested and Reviewed by Your Peers
These new features have been rigorously tested by your fellow advertisers and refined over time to ensure that we delivered a service that successfully addresses the obstacles you currently face. Judging by the overwhelmingly positive feedback we’ve received, we are confident that the new Sponsored Search not only clears away those obstacles, but offers new and better ways to manage your account.

Frequent and Detailed Communication with You

Beginning next month, we’ll begin to provide you with much more detailed information about all of the upcoming enhancements. To make your transition as smooth and easy as possible, we will provide:

* A series of emails with tips on how best to prepare your account
* In-depth articles on our new features in the advertiser newsletter
* A new Yahoo! Search Marketing blog–a community forum for tips, news and your comments, as well as the inside scoop from our own staff, to help you be more successful
* A dedicated toll-free phone number that will be available to you during your transition period, for any questions or concerns you may have

This is just the first step. After all advertisers have successfully transitioned to the new Sponsored Search, we plan to quickly introduce many more innovative products, features and tools that will give you even more ways to connect with customers.

As always, thank you for doing business with us. We look forward to delivering the new Sponsored Search to you later this year.

Wow! Say Hello to the new Yahoo Search Marketing! Sounds like things will be looking up for Yahoo, their advertisers, and publishing partners.

Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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