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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  • Sushubh Mittal

    And here are some clips from the Yahoo Press Release:

    “We’ve designed our new platform to allow advertisers to reach Yahoo!’s audience through search as well as take advantage of advertising opportunities across all of our unique marketplaces, communications and social media assets,” said Steve Mitgang, Yahoo!’s senior vice president of advertising platforms and products. “Yahoo!’s new technologies and features should encourage more participation in search advertising by making it easier for marketers to understand the performance of their campaigns and experiment more frequently with the medium.”

    The new campaign management application was developed based on input from thousands of advertisers worldwide. The initial version will focus on overall ease-of-use in launching and managing campaigns, and providing greater visibility into campaign performance, coupled with more control over how to improve performance The new features and capabilities that will be available in the first version of the application include:

    * Intuitive Control Panel – provides a simplified interface with user-tested navigation, allowing advertisers to easily understand their performance and providing them opportunities to modify or enhance campaigns every step of the way

    * Enhanced Geographic Targeting – leverages Yahoo!’s WhereonEarth technology, which draws from 15 years of geo-targeting expertise to enable Yahoo! to more accurately understand and match to user search intent (“Soho, NY” versus “Soho, London”) and colloquial terms (“restaurant near Fenway Park” is in central Boston, MA)

    * Fast Ad Activation – provides a streamlined content review process that allows advertisers to launch most new ad campaigns in less than 30 minutes

    * Ad Testing – supports automatic rotation of multiple versions of ads to determine the most effective, and, over time, displays the highest-performing ads more frequently

    * Visible Quality Index – scores ads based on quality, bid and other relevance variables, and will be made visible to advertisers to enable them to gauge and optimize placement when the quality-based ranking model is implemented

    * Share of Clicks Forecasting – displays data regarding the bid needed to achieve an estimated specific share of expected clicks, helping advertisers to set and reach traffic and conversion volume goals

    * Goal-Based Optimization – enables advertisers to let Yahoo! automatically help find the least expensive way to meet their business goals-defined as Cost Per Acquisition or Return on Ad Spend

    * Assists – shows advertisers the full value and contribution of every campaign by allowing them to see how ads drive both immediate and deferred conversions across multiple campaigns — not just the last click that led to a conversion

    “While the enhancements to our platform are dramatic and will provide immediate benefits to our advertisers, we ultimately rebuilt our system with the future in mind,” said Mitgang. “Once the first version of the core platform is in place, we will be able to move quickly to build in capabilities that ultimately will provide search advertisers deeper access to Yahoo!’s more than 420 million users, broader advertising capabilities, proven targeting expertise and global distribution network.”

    Future versions of the new platform will include additional distribution options and audience targeting based on factors that could include demographic information or online behavior, as well as additional ad formats enhanced with graphics or rich media.

  • Shimon Sandler

    This is all fine & dandy. Now, they should focus their efforts on improving their customer service. I’ve been a Platinum Advertiser for many years. IMHO, compared to Google’s customer service, they have a long way to go.

  • Stanley

    Great article, though it is not very useful for me (yet) since I am not in the USA. Just a little thing:

    “* Easy-to-Use Control Panel” exists twice in the list of Powerfull new Features. I guess it was included twice in the original mail you received as well though 🙂

  • tekstil

    yahoo works very hard especially on Sponsored Search technology.

    And thanks for the great article!

  • judy thompson

    I have no idea why this was even sent to me. I don’ t use Yahoo Search, nor do I wish for ‘more and better ads” anywhere. It’s a bit startling to be asked, out of the blue, to sign up or even to view something you have never heard of and are not interested in. My first thought was, this is the old “Nigerian Bank” comeon, to get your password and logo.

    And since I am not a small business, or a medium sized business, I am truly not interested.

    And I agree, warm fuzzy form emails about “we’re there for you” and “do not reply to this automated email” need some work…