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.

Yahoo Sponsored Search Revenue Tracking

October 19th, 2009 by Nikki Kuhlman

I’ve blogged before about how Google AdWords can track revenue within the AdWords interface, without relying on Google Analytics. You can do the same for Yahoo Sponsored Search.Yahoo Revenue Tracking

A note about why you might not want to only use Google Analytics to report revenue: Google Analytics attributes a conversion to “last touch” while Google AdWords and Yahoo Sponsored Search attribute it to “first touch.” What that means is if someone came to your website on a Monday through a paid ad, and didn’t buy anything, then returned a week later (either through a bookmark and manually typing in your URL) and bought something, Google Analytics would count that conversion as a Direct referral (the last way they came to your site), while AdWords and Sponsored Search would attribute it to PPC (the first way they came to your site).

It’s not a big deal when the vast majority of your visitors order on their first visit, but becomes a big deal when a large percentage of them don’t. I have several clients where over 50% of their visitors don’t buy on that first visit, which makes PPC look like it doesn’t perform that well. Once you factor in those “first touch” conversions, PPC certainly is a much more important piece of the marketing puzzle.

So back to how you track revenue in Yahoo Sponsored Search… I have to give Yahoo credit – they beat Google on this by including revenue right in the normal screens you use to manage your Yahoo Sponsored Search campaigns. Google only reports revenue on their actual reports, which makes it more of a pain to manage; Not impossible, just not as easy to analyze and then make quick changes.

To track Yahoo Sponsored Search revenue, you’ll just need to add one more tiny bit of code to your conversion tracking. Replace where I have ORDER.SUBTOTAL with your dynamically generated Order Subtotal field into this line of your Yahoo Sponsored Search Analytics code (You can also do Order Total, but I recommend doing the Subtotal which excludes tax and shipping, for a more accurate picture of your revenue.):

window.ysm_customData.conversion = “transId=,currency=,amount=ORDER.SUBTOTAL“;

That’s it. Pretty simple and pretty powerful. Now you can actually see what kind of revenue your Yahoo Sponsored Search campaigns are actually generating, and then make better informed decisions about where your PPC advertising dollars should be spent.

A note on this: I attempted to do it for a client that uses a Volusion cart and processes credit cards offline (meaning they don’t actually process the credit card at the time of order, but do it manually at a later time), but this won’t work for them. I’m guessing that this will hold true for any shopping cart; if you don’t process credit cards in real-time, it won’t work. In fact, for this client, it also prevented the number of conversions from tracking.

One last note: Unfortunately, MSN AdCenter does not have the same functionality. Here’s hoping they get that solved before they take over supplying Yahoo’s paid ads.

If you need help getting Yahoo Sponsored Search Revenue Tracking implemented and/or analyzed, contact a reputable PPC management company for assistance.