Yahoo Search Marketing Adds Enhanced Targeting Features
Author: Chris Costa
Yahoo has added several enhanced targeting features to its search
marketing advertising solution. The features include enhanced
geo-targeting, ad scheduling, demographic targeting, and added bid
adjustments based on those targeting features. In addition, Yahoo has
improved the content match technology to make the ads more relevant to
the publisher’s content.
The new features are available for both sponsored search and content
match on day one. They can be targeted at the campaign level or on the
more granular ad group level. In addition, they will be available in
both the advertiser console and in the API.
Guy Yalif, Yahoo’s Senior Director of Advertising Products, recently
walked me through the new features. I thought I would share these
features with you from the perspective of how the advertiser can
utilize them in the Yahoo Search Marketing console.
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SEO is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion and pay per click.