Aug 23, 2007 113 reads by Navneet Kaushal

Yahoo! believes that with the use of more features, one can make their campaigns more successful. Yahoo! always try to analysis advertisers mind and how they are using Yahoo! Search Marketing tools and features. With feedbacks from users, Yahoo! tries to make adjustments to keep on pace with the current demands. The roll-out of latest features is an outcome of this effort.

There are some interesting trends in the online advertising world noticed by Yahoo! researchers, like

  • A significant percentage of advertisers may have been reluctant to use some existing features and to try new ones
  • Some advertisers may not have been aware if they were using certain features or not
  • Most importantly: Advertiser who took advantage of certain features were generally better satisfied with their performance than advertisers did not use those features

Much emphasis was given on the ad testing feature that allows users to test different versions of their ad to see which one receives the highest click-through rate. This ad testing alo helps in improving the quality index score. In this research, Yahoo! found that some advertisers didn't even know whether they were using ad testing or not. This is due to the fact that ad testing occurs automatically but only if one have more than one ad in each ad group. But testing it manually can be tiresome all the time as one have to mak sure that ad optimization is turned on. There are some helpful hints on ad testing.

Geo-targeting was also analysed by Yahoo! experts. Even if this is a very in-demand feature, very few advertisers use it. Geo-targeting allows the users to restrict their ads to users who are either located in, or who are interested in, a specific geographic area. To know more, on geo-targeting, one can refer to “how geo-targeting works” tutorial.

There is no way that the quality index score will be left out by the researchers. This is a feature that is always on and indicate the ad quality relative to compete with other ads in the network.

To read more on this issue, click here.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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