Efficient Frontier offers insights
Recently, we introduced some new features and functionalities that make it easier and more efficient for you to manage your account and better target your campaigns. These were pretty much a hit with the search marketing cogniscenti.
So how are these updates performing? Pretty well, according to Efficeint Frontier’s Shay O’Reilly. He offers several tips on how to make them perform even better.
— The Team
Advertisers and agencies have questions; we have answers
A few weeks ago, we announced U.S. and E.U clearance for the Yahoo! and Microsoft Search Alliance. This was, naturally, big news in the search marketing world. That post garnered some 60 comments from our engaged advertising and agency customers. Most of these comments were positive.
Understandably, some of you had questions and concerns about your accounts. But the most important fact for you to know regarding the search alliance is that, as noted in our FAQ’s:
We will begin with the algorithmic search transition, with a goal of completing transition of at least the U.S. market by the end of 2010. We also hope to make significant progress transitioning U.S. advertisers and publishers in 2010 prior to the crucial holiday season, but may wait until 2011 if we determine that the transition will be more effective after the holiday season. All global customers and partners are expected to be transitioned by early 2012.
What do I do now?
This naturally invokes the question, “So what do I, as an advertiser, need to do in the meantime?” The short answer is “nothing.” Keep on doing what you’re doing. During this time, we’ll continue innovating and we’ll ping you when routine updates and enhancements are made available—just as we do now. When the time comes to transition your account to Microsoft adCenter, you’ll be informed about what you’ll need to do, with instructions on how to do it.
What about all of Yahoo’s bells and whistles?
Several of you asked, in short, if all the bells and whistles that you have come to expect from Yahoo! will be ported over to your future Microsoft adCenter account—things like negative keywords, character length of ads, and so forth. Our answer:
As you might expect, Yahoo!’s Sponsored Search platform and Microsoft’s adCenter platform are not identical, but they offer many similar features, tools and reports. Before any advertiser transitions begin, Yahoo! and Microsoft will work together so that our advertisers have a high-quality product that is as familiar as possible and easy to use.
Finally, here are answers to some of your very specific questions:
Nick Gowdy asks: Are we still going to be able to choose the networks on which we advertise? E.g. Yahoo! Search, Bing Search, Yahoo! Search Partners, Bing Search Partners, etc.
Answer: Once Yahoo! Sponsored Search advertisers are transitioned to Microsoft’s search platforms, advertisers will not be permitted to select traffic solely from Bing or solely from Yahoo!
Avromie asks: Anybody know what will happen with SearchMonkey[http://developer.yahoo.com/searchmonkey/] results?
Answer: Yahoo! and Microsoft are sharing ideas for how to advance the SearchMonkey vision of building an ecosystem for developers, publishers, and the semantic web. The landscape is complex, so we’re working hard to determine which path provides the best value for site owners and end users.
SEM All Stars asks: I use YWA [Yahoo! Web Analytics[http://web.analytics.yahoo.com/]]. Is that still going to work?
Answer: Yahoo! and Microsoft plan to provide high-quality, competitive search analytics, but the details are still being determined. As transition plans are established, we will communicate more detail about what you can expect in terms of analytics tools.
Jo asks: Why not give people the choice—those who want to switch can, but those who want to stay with YSM should be able to have that option as well. Is this possible?
Answer: Sorry, no: All Sponsored Search advertisers will use the adCenter platform for their paid search campaigns following their transition, and the “Panama” system will no longer be available. The post-transition unified search marketplace will provide numerous benefits to advertisers, including increased volume, greater ease of doing business, and increased innovation.
Brett West asks: When the alliance takes effect, will it be necessary to maintain advertising accounts with both Yahoo! and Bing/Microsoft or will they be merged somehow?
Answer: Approximately three months in advance, advertisers will receive multiple communications from Yahoo! and Microsoft that will provide details on what to expect during the transition process. When the transition date arrives, Yahoo! and Microsoft will work together to transition your account to the adCenter platform. You will have flexibility to keep your existing adCenter accounts or create new accounts for the unified search marketplace.
Was your question not answered?
As the agreement between Yahoo! and Microsoft only recently received regulatory clearance, we have not had the opportunity to fully discuss every one of your questions with Microsoft and make a determination on each. But we will certainly provide more details to both agencies and advertisers before the transition occurs. Stay tuned.
For more, visit the Yahoo! Transition Center.
— The Team
Yahoo’s March Madness hoop dreams; recession brand lessons; data’s not everything; 2010 looking up, and more
Calling all bracketologists
March brings with it green beer, spring flowers and, of course, three weeks of hoops hysteria in the form of the NCAA college basketball tournament. This year’s Yahoo! Sports March Madness line-up is stronger than ever, beginning with our seasoned veteran, Tourney Pick ‘Em. The contest pits Yahoo! users against each other and the “experts,” with cash prizes of up to a million dollars on the line. Something new and cool for this year’s tournament is “Predictalot,” an experimental app from the brainiacs at Yahoo! Labs: Predictalot enables fans to make all types of prestidigitations, then assigns odds and lets users buy and sell them like stocks. Yahoo! has also created a dedicated mobile site just for your tournament picks, as well as a new web show, “Bracket Madness Live.” Picking begins this Sunday after the match-ups are announced, and the usual bracket-busting begins Thursday, March 18.
JWT’s top ten lessons recession brand lessons
Those JWT guys sure are into their “top tens.” The global agency spent a year surveying brand and consumer response to the recession, and came up with ten key brand lessons for surviving a downturn. And then they put them all in a book, which you can download for bupkis—well, in exchange for the usual name/rank/serial number data, anyway.
It’s not all about the data?
Yep, that’s what Dax Hamman says in AdExchanger.com’s Displaying Search column. Hamman, the VP of Display Media at iCrossing, says that “Search and analytics data has helped define media programs for some time…Data is essential to this evolution in media.” But, he also says, “As an industry we must remember that we are talking to real people, not just pixels, and real people will always respond better to something that is visually exciting, has sizzling copy or simply makes them say ‘wow’.” In short, creativity’s still king, kids.
High Standards
It may still seem like the Wild West when it comes to digital advertising but, rest assured, the frontier days are over. Today we have high standards, as ClickZ’s Hollis Thomases explains.
2010 looking up for marketing execs
According to a recent survey of more than 400 North American marketing execs performed by the research firm Frost & Sullivan, marketing execs are viewing the glass as at least half full. Budgets remain flat, staffing and processes remain an issue, and the biggest challenge remains the global recession. But, nevertheless, marketers are finding that life can be so sweet on the sunny side of the street.
— Michael Mattis
(Hoops image by Ryan Fung via Flickr, CC 2.0)
David Pann talks about customer migration and continuing search innovation
How will the search agreement with Microsoft affect Yahoo! advertisers and products? David Pann, VP and general manager of search advertising, told WebProNews Video that the deal is “a win for advertisers with a single buy getting access to more inventory, it’s a win for consumers for a greater relevance, and it’s a win for consumers and publishers since they have greater access to a new set of participation and inventory.” For more from David, watch the video below.
—The Team
Case Study: Affiliate marketer profits by fully leveraging the targeting tools of Sponsored Search
Self-proclaimed “retired computer geek” Don Tuttle is a man who’s always tried to stay ahead of the curve when it comes to making money online. His current line of work, commonly known as affiliate marketing, involves using search advertising to send traffic to third-party companies, and when a sale is made, Tuttle gets a commission.
To do this, Tuttle uses all of the popular paid search providers, but he identifies Yahoo! Search Marketing as his favorite, primarily due to its powerful and more extensive targeting capabilities, and to the high quality of customer support. In a business where having access to key information about users—and then using it to reach the right prospects with the right message—is essential to making a profit, Tuttle shows that being bigger is not always better.
Using pay-per-click
In 2005, after a less-than-successful foray into selling items on eBay, Tuttle recognized a growing opportunity in the field of affiliate marketing, and decided to dive in. “I don’t own the products or the companies I promote; I’m more like a commissioned salesman,” he says. Tuttle keeps a close eye on his advertising expenses, to ensure that they don’t exceed the commissions he receives from the traffic that the ads generate. “I’m very bottom-line oriented,” he explains. “Cost-per-conversion is the metric I primarily use. And like a lot of people, I didn’t succeed at first, but once I got the hang of it, I’ve been very happy with pay-per-click advertising, and with Yahoo!.”
Tuttle uses all of the targeting options available to him in the Sponsored Search interface, but identifies geotargeting as the most valuable one to his account. “Yahoo!’s geo-targeting has enabled me to find areas that are hotbeds for what my ads offer, as well as those areas that don’t convert well,” he says. “Being able to stop my advertising in these low-performing areas has probably been the biggest factor in improving my ROI.” Tuttle explains that by picking each state and metro area independently, an advertiser can automatically get statistics on conversions by state and DMA, using the Yahoo! analytics tools.
The campaign scheduling (dayparting) feature has also proved useful to Tuttle’s business: “I’ve found that there are certain things that work better on certain days of the week and at certain times of the day, and once you figure that out it’s pretty consistent across all of the ad networks.”
Adding demographic targeting
Having covered the “where” and the “when” of the traffic he’s targeting, Tuttle also closely monitors the “who,” and makes adjustments to his bidding and ad copy accordingly. “One of the best features that Yahoo! has over Google is the fact that you can get demographic information from the account interface,” he says. “You can get age groups and the male/female ratios of the people searching on your keywords, and you just can’t get that on Google.” Simply by turning on the Demographic Reporting feature, Tuttle had additional options available to him in the Reporting section of the account to provide this transparency. When combined with the free analytics tools in his account, this data became much more valuable. “I was able to learn that although one of my sites was much more heavily trafficked by women, the male visitors actually converted better,” Tuttle continues. “Using this data, I’ve targeted the male audience more strongly by bidding higher for this traffic, and I improved my conversion ratio as a result.”
The Results
Tuttle praises Yahoo!’s excellent customer support: “My Yahoo! rep Justin Hill has been wonderful. I can spend over six figures a year with Google, and I still don’t have a rep. Justin creates campaigns, comes up with new ideas, and runs reports. The campaign results and incredible support have led me to triple Yahoo!’s share of my overall advertising budget.” With Hill’s help, Tuttle recently used the extensive targeting and demographic information to refine his campaigns, with outstanding results. “My expenses were getting out of hand before I did this,” he remembers. “But when I started making better use of geo-targeting, dayparting and demographic targeting, I was able to reduce my overall cost-peracquisition by 40 percent. Anything that improves the transparency of where my clicks are coming from, and what’s working and what isn’t, is pure gold.”
— The Team
If you’re an advertiser running more than one campaign, you will probably welcome the new Yahoo! Search Marketing Desktop, a free offline tool that lets you spend less time on the tactical details of campaign management, and more on increasing your return-on-investment.
With Yahoo! Search Marketing Desktop, it now takes just a few clicks to modify multiple campaigns, ad groups, keywords and ads at the same time. And if you get carried away, you can even undo selected changes with no harm done.
Yahoo! Search Marketing Desktop puts an intuitive face on five major campaign management tasks:
By using Yahoo! Search Marketing Desktop you’ll have more time to analyze campaign performance, test your ads, and do all the other things that can help make campaigns succeed. Or, you could go do something else entirely!
Ready to get started? Download the free Yahoo! Search Marketing Desktop, or register now for a webinar that will introduce you to the tool and its benefits.
–-Chris Marlowe, Staff Writer
Segmenting segmentation; bad tech predictions; activity streams are the new black; consumers using online search for offline research, and more
What segmentation is right for you?
“There are three main types of segmentation,” says ClickZ’s Neil Mason. “Demographic segmentation, behavioral segmentation, and attitudinal segmentation. But which one is best? It really depends on what problem you’re trying to solve.”
The Internet’s doomed—and other bad tech predictions
Writing in Slate, Farhad Manjoo takes on the 1995 prediction that the Internet was doomed to fail, and discusses how you can avoid making bad predictions about technology in the future.
“Activity streams?”
It’s an idea for a new, free, more open Internet model, and it may just be the next big thing. And Yahoo! is right there, innovating. ReadWriteWeb’s Marshall Kirkpatrick explains what activitystreams are and what they may mean for the future.
Even if you’re brick and mortar, you still gotta be online
This comes by way of Greg Sterling over at Screenwerk. According to a recent poll, 94 percent of consumers did some research online prior to making a purchase. While e-commerce only makes up four percent of U.S. retail sales, people overwhelmingly (61 percent) use Internet search to research a purchase.
Creative Spotlight: Verizon’s “Big Red”
We expect literature and film to be self-reflexive. Art refers to itself. L’art pour l’art, right? For example, in the Oscar-nominated Quentin Tarantino film, “Inglorious Basterds,” nearly every scene is an homage to another film. But advertising? Not usually. Advertising tends to be all about the next big thing with little regard to the advertising of the past. But Verizon has recently released an ad that riffs on the iconic “Big Red” chewing gum TV commercial. It’s pretty clever, though don’t watch it more than once because the jingle will take over your brain (which we guess means that it’s working).
— Michael Mattis
“No one can do this as well as we can.”
In an informal conversation at the 4A’s conference, Yahoo! CEO Carol Bartz says that only Yahoo! can offer everything advertisers need for successful digital advertising: science, art and scale.
Carol Bartz: What Yahoo! offers advertisers
Yahoo! can bring advertisers a combination of strengths that no one else can, Yahoo! CEO Carol Bartz said in a keynote speech at the 4A’s Transformation 2010 conference today, because only Yahoo! offers them three things: science, art and scale.
Carol, speaking to the advertising industry group in San Francisco, said, “We want Yahoo! to be the partner you turn to for answers and solutions, and most importantly—when you want results.” By providing science, art and scale, Yahoo can help advertisers and agencies master online advertising.
Science
“Science is incredibly important,” Carol said. “Without it, we’re all flying blind.” She said it’s even more important because the Internet is moving so fast that it’s creating chaos for advertisers. In order to help advertisers sort through that information, Yahoo! can advertisers better insights, better data, and better targeting. “This means less wasted impressions and a better ability to reach your audience,” Carol said.
To read on, visit the Yahoo! Advertising blog.
Yahoo! at San Francisco’s 4A conference
Did you ever see the 1950 classic “All About Eve?” In it, Bette Davis plies the classic line, “Fasten your seatbelts, it’s going to be a bumpy night!”
Well Sunday, Feb. 28 begins the 4A Conference at the Union Square Hilton in San Francisco. At this fab confab, advertising’s best will appear and show off their newest and most fabulous wares. It promises to be a bumpy but fantastic conference, one full of surprises.
As the 4A the website says, it’s a chance for advertisers and agencies to “Collaborate with and ask questions of one another. Listen to leaders who have first-hand experience in transforming their own businesses to meet the emerging needs of a new era. Be a part of the bigger picture, the solutions to the time-consuming age-old questions of monetization and evolution.” That sounds pretty good. We can’t wait.
Here’s the up-shot on the Yahoo! down-low:
Sunday, Feb. 28
Monday, March 1
Tuesday, March 2
Can’t be there? No problem. We will be, live blogging the events, tweeting and posting to the Yahoo! Advertising Facebook page.
—The Team
© 2008 - 2010 Yogi Land & Yogi Liman.
