In an effort to keep pace with the demands of improved services in a very sensitive and competitive time where tapping ad budgets is tough Yahoo announces today a major change in their search product, which will leverage new targeting capabilities to provide improved personalization for their search ads.
The new products include features aimed at improving performance such as Search Retargeting, Enhanced Retargeting, and Enhanced Targeting. How will that translate to advertisers is yet to be seen, but today’s press release included an example of a recent trial showing significant increases using the enhanced product over traditional retargeting campaigns The key element here is more control over what ads are presented to audience segments based on prior search history. This is quite important in optimizing an ad campaign.
Search advertising will also recognize improved control over ad selection, as well as offering the ability to tailor bids to reach defined segments. Controlling what is presented to the user has been high on the list of improvements expected from such providers.
SOURCE: Yahoo! Inc.
Full Press Release
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Author Laura Kimball writes about how today's marketing is changing our daily lives. Advertising is everywhere and we continue to be inundated with information from all angles every day. The book explores not only the tactics used by marketers to get us online but also the impacts on our society from changing our younger generation to effects on our daily routines. Post your comments about advertising here and find out more at keepingonline.com
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