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.

We are also delivering enhancements our BOSS search program. With 30 million queries a day, we will soon let third-party developers syndicate Yahoo! search on their sites and earn a share of the revenue from it.

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.

—David Pann, Yahoo! vice-president and general manager of search marketing

Posted by Administrator

[ Categories: Features, Updates & Enhancements, Yahoo! News ]

38 Comments Add your own

1. Yahoo! Search Marketing B&hellip | October 5th, 2009 at 11:37 pm

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2. Yahoo! Search Marketing E&hellip | October 6th, 2009 at 12:02 am

[...] signing the search deal with Microsoft, many of us expected Yahoo gave up on search. Now Yahoo announced a few enhancements to its search marketing program in the future. The most important for me is the Yahoo search [...]
3. Search Engine News »&hellip | October 6th, 2009 at 1:37 am

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4. Yahoo search marketing wi&hellip | October 6th, 2009 at 2:02 am

[...] On 10.06.09, In General, by venus VN:F [1.6.1_878]please wait…Rating: 0.0/5 (0 votes cast)Yahoo! and Microsoft agreement to improve the Web search experience for users and advertisers had flagged the news sites in July . Microsoft promised to power Yahoo! search while Yahoo! became the exclusive worldwide relationship sales force for both companies’ premium search advertisers. So at that time, many of us may have thought that loosing to the vast user base of Google , Yahoo was trying to fire back using Microsoft’s shoulder. But my friends Yahoo still cares about search as this is what it revealed in its blog yesterday . [...]
5. free video blog | October 6th, 2009 at 6:21 pm

Sounds like good news
6. Born Marketer | October 6th, 2009 at 11:32 pm

About time yahoo stepped up to the plate
7. J | October 7th, 2009 at 1:12 am

Hi Y, another good read

Consumer experience. “Our success is tied to attracting more engaged consumers who, in turn, search more frequently”

Which consumer? $M ? lol

Attracting more engaged businesses who can help me intergrate function into products without requesting payment for something that is resold after being well out-of-date could be nice. I will look foward to getting some time for a play with the new functions when I can. I will also wait to see if there is any point of using more of my time to fix my existing account data because of changes in a system that isn’t on the level or requires some kind of Ad reps. Overall Y! does a good job and will see me again when I have 1 or 2 coins to play with
8. Microsoft-Yahoo Deal Regu&hellip | October 7th, 2009 at 6:32 am

[...] a blog post yesterday, in fact, Yahoo said it was committed to search [...]
9. Russ | October 7th, 2009 at 10:55 am

The opportunity is there for Yahoo to gain some ground
10. unlimited | October 7th, 2009 at 10:59 am

It’s good news, we can’t wait to try the YSM Desktop tool hoping it’s gonna be similar to the Google one. Is YSM planning to offer panama for other non-us markets? We would also like the block-domain feature to be added to ALL YSM markets .. and not only US/FR/IT/ES/DE
11. Weekly Search Tidbits | P&hellip | October 7th, 2009 at 11:28 am

[...] obviously doesntt want to be seen as giving up the ghost while in limbo, so Yahoo GM David Pann wrote on Monday about several enhancements coming soon for Yahoo’s search advertisers. Chief among the claims [...]
12. Steven Roddy | October 7th, 2009 at 9:22 pm

I am glad to see what Yahoo! is doing with their marketing campaign. There is huge money in marketing…Google proved that. I am glad to see Yahoo! stepping up there game.
13. Yahoo! Search advertising&hellip | October 8th, 2009 at 7:14 am

[...] “rich ads, network distribution control & more” enhancements Yahoo! announced several new features coming to Yahoo! search ads, that fall into four major areas: innovation, [...]
14. Yahoo!: We Still Care Abo&hellip | October 8th, 2009 at 9:15 am

[...] the post-Microsoft search deal sentiment that they’ve given up on search. Over on their Search Marketing blog, they’re talking about things to come in the paid search [...]
15. Denver Workers Compensation Lawyer | October 8th, 2009 at 8:56 pm

I’ve always been a fan of Y! PPC vs. the other guys, and it seems like you’re doing more to invest in the product and add more improvements than anyone else. I’m interested in seeing how some of these improvements help the advertiser get better results.
Keep up the good work!
16. Yahoo!: We Still Care Abo&hellip | October 9th, 2009 at 12:20 am

[...] the post-Microsoft search deal sentiment that they’ve given up on search. Over on their Search Marketing blog, they’re talking about things to come in the paid search [...]
17. Jon | October 9th, 2009 at 8:43 am

The innovation Y! needs to pursue is found not in the competition but rather its own heritage. Y! eminent usefulness was originally built on a portal concept, narrowing down the web into edited slices. This concept is still important on the content side of the house (Y! Finance) yet it is all but abandoned in the world of search. Example: if I am doing a targeted search for consumer medical information where do I start? The two main choices are a wide spectrum search (Y! / Bing / Google) or a specific web site (WebMD). Wide spectrum pulls in as much disinformation at credible information and specific site pulls in only content available to one company. Y! needs to return to its roots and provide narrow spectrum choices to the market. Wouldn’t true innovation be offering the market the best place to go for targeted search? Examples: Y! Medical, Y! Legal, Y! Engineering – places consumers can pull trusted information and professionals can use to expand their knowledge. Somewhere along the way it seems everyone adopted the idea that search is about divining what the true search topic is instead of the customer declaring their intention.
18. Yahoo ponders the meaning&hellip | October 9th, 2009 at 9:16 am

[...] Absolutely,” wrote David Pann, Yahoo vice president and general manager of search marketing, in a blog post Tuesday highlighting enhancements to Yahoo’s search [...]
19. Yahoo ponders the meaning&hellip | October 10th, 2009 at 3:44 am

[...] Absolutely,” wrote David Pann, Yahoo vice president and general manager of search marketing, in a blog post Tuesday highlighting enhancements to Yahoo’s search [...]
20. Kuril | October 10th, 2009 at 5:25 am

hi..nice for all the achievements and improvements for the yahoo sites..stay Sharp Yahoo
21. Pandia Search Engine News&hellip | October 10th, 2009 at 6:13 am

[...] The Next Wave of Search [...]
22. Womens Halloween Costumes | October 10th, 2009 at 4:38 pm

It seems like Yahoo is doing a lot of innovation with their search marketing platform. I think these continuous improvements will help Yahoo to gain additional market share in the coming months.
Keep up the good work!
23. Yahoo reste dans la comp�&hellip | October 13th, 2009 at 10:23 am

[...] Pour plus d’informations sur ces nouveautés consultez cet article en anglais ou le blog Yahoo. [...]
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25. unlimited | October 19th, 2009 at 6:11 am

Yahoo has a few good things and one of them is the ppc and some other features. To keep innovating and adding features is always good for users here as we don’t want to get stuck into the same tools forever. Hope yahoo has learned from google and the desktop tool is as good as google’s. Targeting several markets would be a great idea for us too… we’ll see how does it work when it is ready for the user.
26. Steve | October 23rd, 2009 at 10:08 am

It is all well and good stopping the basic search submission advertising. But ppc is very exspencive in my experiance. It maybe the way forword for search engine advertising companys like yahoo,google. But is it really cost affective for us companys already hit by credit crunch, it doesn’t take long to run £1000 a month ppc bill, I have alway wondered how many are genuine clicks and not a person employed by one or more search engine companys clicking to run up a larger bill.
27. Rutland | October 23rd, 2009 at 12:38 pm

The new Yahoo search strategy is to maximize PPC campaigns and further trim back organic search which is more relevant to consumers than PPC Ads, Rich Ads in Search or any other “bought” search result. Nothing relevant to consumer’s needs in that just more greed in trying to get a bigger slice of the pie that Google is wolfing down – converting organic search traffic into dollars.
28. Manan | October 24th, 2009 at 7:02 am

Look forward to using Yahoo/Microsoft to see how it’ll impact the search advertising industry.

What needs to be seen though is if Yahoo can lure the sub 1000 dollar per month market in which Google has a really strong footing.

Cheers!
29. Larry LaFata | October 30th, 2009 at 8:22 am

I have been pleased with yahoo search marketing results vs 2 other vendors, and look forward to the new improvements.

I hope they will continue to invest in more robust tools to detect the parked domain sites, arbitrage sites and redirects that are so corrosive to a level playing field for the small marketer.
30. The Unit | November 1st, 2009 at 12:50 pm

I will really be impressed once my Yahoo ads start showing on Bing, as well.
31. assisted living service | November 6th, 2009 at 1:08 am

all these search enhancements just make common sense.
32. Yahoo! Search Marketing t&hellip | January 7th, 2010 at 6:48 am

[...] Yahoo! Search Marketing Blog has announced they’ll be releasing their desktop tool to help people manage large campaigns [...]
33. New Search Improvements f&hellip | January 13th, 2010 at 11:32 pm

[...] fall, I answered the question “Does search still matter to Yahoo!” with a definitive YES. But words only go so far, which [...]
34. Yahoo! Search Marketing B&hellip | January 14th, 2010 at 7:01 am

[...] fall, I answered the question “Does search still matter to Yahoo!” with a definitive YES. But words only go so far, which [...]
35. Yahoo! Search Marketing F&hellip | February 9th, 2010 at 5:42 am

[...] was the much hyped platform that never delivered, and in October of last year Yahoo! announced that they were going to launch a Search Marketing Desktop editor, but of all the tips, tools, and [...]
36. Yahoo struggles to gain s&hellip | February 10th, 2010 at 6:12 pm

[...] minutes. Last October, David Pann, vice president and general manager of search marketing at Yahoo, said almost the exact same thing: “With all of the events that Yahoo has gone through in the last several months, one of the [...]
37. Yahoo struggles to gain s&hellip | February 11th, 2010 at 1:45 am

[...] minutes. Last October, David Pann, vice president and general manager of search marketing at Yahoo, said almost the exact same thing: “With all of the events that Yahoo has gone through in the last several months, one of the [...]
38. Yahoo struggles to gain s&hellip | February 11th, 2010 at 7:27 am

[...] minutes. Last October, David Pann, vice president and general manager of search marketing at Yahoo, said almost the exact same thing: “With all of the events that Yahoo has gone through in the last several months, one of the [...]

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