Yahoo! Search empowers advertisers

Yahoo! has launched new features to provide more control to advertisers to manage their search marketing campaigns and gain returns on their investments

Advertisers who use Yahoo! Search for search marketing will have more control over their advertising campaigns now. Yahoo! has rolled out a new marketing platform which allows advertisers to manage their campaigns in a better way and gain better returns on their investments.

In an official communiqué, Sandeep Deshpande, general manager, search marketing and small business, Yahoo! India, says, “The new and more powerful Yahoo! Search Marketing platform will enable marketers to manage their campaigns with ease and potentially derive improved ROI.”

Under the new marketing platform, advertisers can test multiple versions of their ads on Yahoo! Search and check which campaign works best for their customers. Alternatively, they can allow Yahoo! to automatically optimise and serve those ads that perform best on a click-through rate.

Advertisers will also be able to figure out which campaigns provide immediate leads and which take time to convert. In addition, advertisers can check the impact of specific keywords on the success of their campaigns.

The new marketing platform also allows advertisers to automatically adjust their ad rotation so that they can meet their business goals, which can be based on cost per acquisition (CPA) or return on investment (ROI).

Recently, Yahoo! India launched a new version of Yahoo! Search called Glue Pages, which provides relevant information for a keyword in the form of images, videos, blogs, maps and Wikipedia pages, in addition to the classical text search results. Glue Pages is still in the beta phase and has been launched only in India.

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