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? Click each of them to learn more.

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 Yahoo.com, 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.  To find out more about Gemini, read the next blog in the series: Yahoo Gemini Campaign Objectives.

Don’t Underestimate the Power of Mobile

December 9th, 2014 by Stephanie Shaw

BLOG-power-of-mobileThere’s no doubt that mobile advertising is here to stay and its growth has been staggering. Recent research by Nielsen reveals that smartphone penetration in the US has reached 70% with Americans spending seven more hours each month on their phones than in 2013. What is astounding is that while people are spending more than 38 hours on their phones per month, mobile only comprises about 4% of total ad spend. The good news is, with such little saturation in the market, that means less competition, cheaper clicks and more sales for PPC advertisers keen enough to enter this space.

Prepare for Mobile Advertising

So you know you want cheaper clicks and more sales, but where do you start? It’s not as simple as just throwing up some mobile ads if you really want to reach the mobile market and see converting visits. Businesses need to not only deliver a mobile-optimized ad, but deliver a great experience on mobile devices after the click. This is incredibly important. Not only does it affect your Quality Score, ad position, cost and sales, but it affects your customer loyalty and organic visibility too. The most essential step a business must make before entering the mobile ad space is optimizing their website for mobile devices. If you jump in feet first without a mobile website, it can actually have adverse effects on your business.

Mobile Optimized Websites

According to a research study by Google, 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service. I’m sure the majority of you have experienced the frustration of trying to navigate an outdated website with miniscule text and infinite scrolling. It just doesn’t work. The majority of mobile users will just leave and go to a different website they can easily navigate.

It’s not just about losing business. When you send mobile users to a website that is not optimized for their device, it can actually damage your brand’s reputation. According to Google, 52% of users said that a bad mobile experience made them less likely to engage with a company and 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business. This means that not only will users leave your website and go to a competitor, but you could be hurting relationships with your current customers. Make mobile work for you, not against you, and get started on a mobile website

The Endgame

So, we’ve convinced you to mobile optimize your website; what next? This is where the real fun can begin. Let’s make some money! Get in touch with your web designer and kick start your mobile initiative with a mobile responsive website. After that, it’s time to optimize your PPC accounts for mobile devices and begin analyzing this wonderfully new flood of data. When you start delivering a truly great mobile experience to consumers, you’ll not only see an increase in conversion rates, but you’ll also start to see mobile contributing to conversions on other devices. Having a great mobile site isn’t just about making more sales, it’s an essential part of building your brand and creating long lasting customer relationships.