Yahoo, they have been testing a new service called Rich Ads that lets advertisers add video, images and custom search boxes to Yahoo search ads (view example). The results appear as “Promotional Results” that can combine the relevance of search with the impact of rich media. A small group of advertisers tested it in the fourth quarter of 2008 and saw click-through rates (CTRs) rise by as much as 25%. Yahoo further states that these advertisers have also seen improved brand exposure and conversion rates.
Post images and video, which can increase the branding impact of search advertising. Pedigree has added video to its campaigns, for instance. Create deep links to relevant pages, which can help drive conversions directly from the Yahoo! search results page. Include boxes within the listing that lets users search for their desired product or a store location directly without additional navigation. Esurance’s listing lets users enter their ZIP codes from the results page for insurance quotes. Show their logo, which enhances user trust.
Yahoo is charging a monthly fee for the service, versus the auction-based pricing of search advertising, which Mr. Mayer said Yahoo might use in the future. For now, it is allowing only certain large, brand-focused advertisers — which have existing commercials or logos — to participate in the program. SoBe, Pepsi and Home Depot were all part of the pilot program.
Yahoo updates its search capabilities, it has been under pressure from Wall Street analysts to consider selling its search business to Microsoft. Recently, Microsoft’s chief executive, Steven A. Ballmer, has repeatedly expressed interest in such a deal.
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