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Thursday, October 8, 2009

Yahoo! Search Marketing Blog » The Next Wave of Search

Yahoo! Search Marketing Blog » The Next Wave of Search: "The Next Wave of Search

Yahoo! Search Advertising Enhancements That Deliver

With all of the events that Yahoo! has gone through in the last several months, one of the questions I get is: “Does Yahoo! still care about search?” The answer is: Absolutely. In fact, Yahoo! is delivering a series of enhancements that deliver value to consumers and advertisers alike.

Our new search enhancements fall into four major areas: innovation, transparency and control, value, and consumer relevance.

Innovation
Only Yahoo! can combine the power of search and display to provide great value to our advertisers. Our search retargeting and Rich Ads in Search products are great examples of just that. Our initial testing suggests that Rich Ads in Search can help improve click-through rate by as much as 25%, and some advertisers have even more impressive results.

Later this month, we’ll build on the success of Rich Ads in Search and let some of our large brand advertisers bid for Rich Ads placement and pay by the click. Those advertisers will be able to manage Rich Ads and their budgeting, targeting and reporting directly from the Sponsored Search interface and our APIs.

Transparency and Control
You want to be in control of your ad campaigns. You want to know where your ads are showing, and you want better tools to manage them. That is why we just rolled out the Ad Delivery Report, which lets you see where your ads are showing on our various partner sites and how their traffic is performing for you. You can use our Blocked Domains feature to block sites that aren’t working for you.

You’ll have even more powerful tools to control where your ads show with Network Distribution. Network Distribution will let you run your ads on either Yahoo! or its partner network, and set bids separately for each channel. We expect to launch Network Distribution in the first quarter of next year.

Also next year, you’ll be able to get a look at our Yahoo! Search Marketing Desktop tool, an offline tool designed to help sophisticated search advertisers create and manage large campaigns. The tool will help you complete search advertising tasks easier and more quickly. If you’re interested in it now, please contact your account representative or sign up to inquire about our beta program.

Value
We know it’s all about value and results so we want you to get the most out of your investment. That is why we recently adjusted our pricing model to better align what you pay with the value of the clicks you receive. And we keep going. Later this year, you’ll see enhancements to our ad selection technology that are designed to improve the way ads get matched to consumer queries. Better matching means better results, and should lead to better return for you.

Consumer relevance
More personally relevant searches translate into more qualified leads for advertisers. Our new search results page gives users tools to discover new information, explore related concepts, and filter search results by specific sites and types of content such as people, videos and discussion forums.

We are also creating search that learns. Using search science that detects user intent by studying search behavior over time, our search technology is designed to better understand what people are searching for by looking at their previous searches.

If you haven’t noticed, our new marketing campaign puts the consumer at the center of everything Yahoo! does, and we’re backing that up by investing heavily in the consumer experience. Our success is tied to attracting more engaged consumers who, in turn, search more frequently. And that’s good news for you."

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