The Benefits of Yahoo! Search Retargeting

MediaPost article shows the value of Yahoo! My Display Ads and using search to inform display

Riffing on our case study on Value City Furniture (“Getting Your Offline Online”), MediaPost’s Laurie Sullivan writes:

“Advertisers have finally begun to consider search retargeting as a way to increase accuracy when targeting ads. They’re still not ecstatic about the increase in price, compared with serving up plain old ads, but how can they ignore talk of campaigns that begin with $168 cost per acquisition and fall to $29, and .93 percent conversion rates that rise to 6.93 percent within one month?”

Sullivan interviews David Zinman, vice president and general manager for display advertising at Yahoo!, who notes, “It’s becoming easier for advertisers to take a data set and activate it against all inventory in the company’s target markets.”

And our own Gabe Elliott, the Yahoo! account executive who was essential to Value City Furniture’s success, leaves this comment:

“This is strong evidence that search marketers should not disregard display advertising as a performance solution. With the limited scalability of search, many of my clients here at Yahoo! are looking for additional solutions to efficiently increase revenues, and are finding great success with targeted display ads.”

Read the full article on MediaPost.

— The Team