Yahoo Gemini Campaign Objectives

November 24th, 2015 by Stephanie Shaw

BLOG-Yahoo-Gemini-Campaign-ObjectivesLast week, I covered the basics of what Yahoo Gemini is. It’s time to go over first steps in building a Gemini campaign.

When building your first campaign in the Yahoo Gemini User Interface, instead of choosing an ad type or network, you can choose from three campaign objectives:

  1. “Visit My Website” – This campaign type uses search ads, native ads, or both.  The pricing model is CPC (cost-per-click), so you’ll pay every time someone clicks on your ad.  oCPC Pricing is available as a pilot for native ads and works based on a CPA target you define.  As the name suggests, this is best suited for people who want to send traffic to their website.
  1. “Know My Brand” – If your main focus is to get more impressions and increase brand awareness, this campaign type is for you.  This uses native image or native video ads.  If you’re using a video, you’ll run ads with a CPV (cost-per-view) pricing type.  If you’re using static images, you’ll pay with a CPM price model (cost-per-thousand impressions).  This campaign type offers the benefit of frequency capping (maximum, daily, weekly) to limit the number of impressions shown to each user.
  1. “Download My App” – For advertisers with mobile apps, this is a great option to increase app installs.  This campaign type can run using native image or native video ads.  If you’re using a video, you’ll run ads with a CPV pricing type.  If you’re using static images, you’ll pay with a CPC price type.  oCPC Pricing is available as a pilot for native ads and works based on a CPA target you define.  This campaign type allows you to target specific smartphones, tablets and minimum iOS version.  You must use third-party tracking in order to track app installs.

For each campaign objective, you can either run native ads and/or search ads. Not sure of the difference? Come back next week – my blog will teach you learn more about these ad types and the different targeting options available.

Yahoo Gemini – What Is It?

November 16th, 2015 by Stephanie Shaw

BLOG-what-is-yahoo-geminiAs some of you may know, back in 2009, Yahoo and Microsoft entered into a partnership in a bid to challenge Google’s dominance in online search.  Under the 10-year deal, Microsoft’s Bing would deliver all desktop traffic on, while mobile traffic remained non-exclusive.  

Despite Yahoo’s mobile stronghold , mobile ads were delivered by Bing Ads for a long period of time.  That is until Yahoo Gemini was launched early last year.  Traffic was slow to start, but Yahoo’s intentions were clear – they wanted their mobile traffic back.  The game changed again earlier this year in April, when Yahoo and Microsoft announced an amended search partnership.  Under the new deal, mobile traffic remains non-exclusive (100% to Yahoo), but now Yahoo can also deliver up to 49% of desktop traffic.  Since then, Yahoo has aggressively started to ramp up traffic to Gemini.  Some advertisers may notice the difference already, for others it may not be so apparent.

What does this mean for you as an advertiser?  For those with small or limited budgets, it probably isn’t necessary to run ads on Gemini.  However, if you are struggling for more traffic or know a large portion of your customers use Yahoo as their main search engine, it’s definitely time to think about expanding.  Gemini is a newbie in the PPC space, so be prepared to deal with a few growing pains, but the extra traffic and cheaper clicks that come along with it might be worthwhile.  Here’s a rundown on the Yahoo network and the targeting and ad types available.  There are definitely a few unique opportunities that could prove successful for your business.

The Yahoo Gemini Network

Yahoo definitely has its own unique audience.  They receive 99 million unique searchers per month across devices.  In fact, 25% of their mobile searchers and 19% of their desktop searchers cannot be reached on other search engines.  

Yahoo searchers also have strong buying power which accumulates to $4.2 billion monthly spend online.  For those of you targeting higher incomes, 23% of mobile Yahoo Searchers are more likely to live in a $100,000+ income household.  Yahoo searchers also spend 18% more than average.

Through partnerships like Mozilla and Oracle, they have been steadily growing their audience.  While Google and Bing will remain the primary PPC platform for most businesses, Gemini’s growing traffic and potential for cheaper conversions is definitely appealing.  Over the next few weeks, we’ll dig into the specifics so you can decide if Gemini PPC may be right for you.

Google AdWords RLSA (Remarketing Lists for Search Ads)

October 12th, 2015 by Steve Butler

BLOG-Google-RLSABy now most all digital advertisers know of the power of Remarketing (a.k.a. Retargeting). Remarketing works because it creates a constant digital reminder to people who had previously expressed interest in the product or service that you provide. If you’re doing Remarketing already, Google AdWords RLSA builds onto the Remarketing backbone that you already have in place.

It’s not a secret that most shoppers don’t purchase a product the first time that they visit your site. Many shoppers will visit your site and your competitors as they progress from research and eventually into the purchase mode. The fact that they’ve visited your site before and are looking again for your product is typically a strong indication that the shopper is closer to the moment of purchase. RLSA allows you to identify these past visitors, and then bid more aggressively for them when they do a search.

Implementation Steps:
Adding RLSA is only possible after you’ve made the Remarketing audience(s) available to your Search campaign(s). This can be done directly in the AdWords interface, but is more easily accomplished via AdWords Editor. The following steps should allow you to quickly add the audiences into the Campaigns and Ad Groups that you feel most likely to see value from this process:

  1. Open up AdWords Editor and Enter CID or search by account name.
  2. Filter campaigns for Search Network Only.
  3. Go to Keywords and targeting under MANAGE, and select Audiences.
  4. Click on +Audiences.
  5. Select all campaigns that you want to add RLSA to, click OK.
  6. Remarketing Lists > Select the lists you want to add, click OK.
  7. Click on Edit ad group flexible reach; Highlight all ad groups (Command+ A).
  8. Under Interest and Remarketing, select Bid Only (instead of target and bid). This is VERY important. Do NOT select Target & Bid as you will get far different results.
  9. Check that Bid Only is applied to all audiences by going back to ‘Audiences’ and seeing that each list has Bid Only under targeting.
  10. Post changes.
  11. Check in the account again, under Audiences that the lists were applied to all campaigns with Bid Only.
  12. Set bid adjustments (positive or negative).

Once the audiences are in place, you’ll be able to review the performance of these past visitors at any time by clicking on the Audiences Tab. Here you’ll see how these past visitors have performed and then compare their results to the performance of those who had not been to your site before. If you find that past visitors do perform well, increase the bid multiplier. If you find that they perform more poorly, decrease the bid multiplier.

It is also possible to use RLSA as a way to filter out people who are unlikely to buy from you. Assume that your product is one that is generally purchased only once and never again. RLSA would allow you to exclude an audience of past buyers so that even if they were looking again, your ads would not show.

The use of RLSA can fit many situations. Some examples might include:

  • A typical campaign that is restricted to Phrase and Exact match keywords only can be modified to include Broad match keywords as long as the shopper has already shown interest in your products/services by visiting your site previously.
  • Visitors to a site’s golf shoes page(s) might be targeted again with more aggressive bids should those same customers now be looking for golf clubs. Look for cross selling opportunities like this to enhance the reach with shoppers who have a known relevancy to your business.

Implementing RLSA is quick and easy, but using it wisely requires some thought. Reach out to a reputable PPC management agency today to discuss how RLSA can help improve your results.