Yahoo New Search Platform Sneak Peak

Yahoo New Search Platform Sneak Peak

At eComXpo 2006 John Kim Senior Director, Strategic and product marketing led many who us through the new enhancements with the new Yahoo platform. The new platform includes amazing enhancements that are much needed additions to increase our abilities to test, refine, target, and sharpen our paid search ads through Yahoo.

Step 1 Geo targeting ads in Yahoo

In the first phase of setting up an account, Yahoo has included a geo targeting area that now includes a regional map for local or nationally targeting ads. Another great feature is that ad testing can be done based on region; this is great for merchants using targeting language for specific regions. The zip code by radius choice is easy and streamlines the process of targeting the ads. Isolating ads by regions allows for more robust ad testing.

Step 2 Choosing Your Keywords

An enhancement to the keyword research tool in the second phase of this process is that when entering a URL, Yahoo will search your site and will find keywords relevant to your site; this option also has the ability block certain phrases or keywords from being pulled.

Step 3 Setting Bid Prices

Now when choosing your bid rate, you also get a customized sidebar graphical view of the costs, and potential returns of your bid choices. Advertisers are able to choose rates based on the graphical representations concerning the traffic and cost, this is a great idea on a UI standpoint for advertisers to make a choice based on potential results.

Step 4 Setting up your Campaign Budget

Advertisers can now schedule a start and end time for their campaigns; this is great for specific spot promotional campaigns, holiday, or seasonal campaign runs. Advertisers will also be able to see projected impressions, cost, as well as miss clicks.

Step 5 Auto Optimization of you campaign

Now you can set up management optimization based on your cost per acquisition goal. This is fabulous for advertisers who must not exceed specific CPA (cost per acquisition) caps. It also appeared although it was not mentioned that you could rate the importance of your CPM goal for this campaign as well.

Other highlights included the fact that the advertiser dash board can be customized based on the information available that you prefer to view. Advertisers will also have dash board alerts to help them proactively manage their campaigns. In the future, advertisers will be able to set their own alerts concerning their Yahoo campaigns. It was great to get a sneak peak at the new interface. Yahoo went out of their way on this and included much needed forward thinking options for advertisers.

The new Yahoo Advertiser Dash Board