Welcome to this another traffic article where we will be covering Yahoo Search Engine traffic. Just like the Google and Bing powerful search engines, you can optimize your website to receive traffic through Yahoo’s search engine.
If I type in “teeth whitening” as keywords into the yahoo search engine, their search engine will return and render hundreds of thousands of results, maybe even millions.
The first result that shows up is a paid ad placement. The results on the right hand side are also paid advertisements.
If I scroll down we start to see organic search results, as well results from Yahoo’s “answer” service.
These ads are advertisements that are shown to us whenever we make a search query within Yahoo’s platform.
Yahoo also offers native ad placements for advertisers on their homepage through their “Yahoo Gemini” advertising portal.
When you are on the Yahoo homepage you will see native ads throughout the page with the word “sponsored” written next to them in transparent notation.
If I click their ad entitled “5 Big Reasons to Go First Class” it will lead me directly to Virgin Airlines website.
Using the Similar Web plugin on my browser I can see that Yahoo receives nearly 90 million hits to their website every month. That means they have an insane amount of traffic coming into their website on a daily basis.
You can place ads on Yahoo directly through their own internal system. They may be a bit strict on their ad guidelines but it is absolutely worth it.
When people search on Yahoo they are shown results from various sites across the web, Yahoo has strong partnerships with other major web publishers, and therefore you can go and place ads on their partner sites as well.
Yahoo has many different categories within their website such as a “celebrity” category. You’re able to place your ads within a category of your choosing.
The best part about using their platform is that their ads blend in well with their content so they look like content that Yahoo is publishing and not sponsored ads.
Yahoo native ads are display advertising, which is pattern interrupt based advertising. For you to receive a high click through rate on any given ad, your images, and headlines must be strong.
Now let me show you how you can get started using the Yahoo ad platform.
Yahoo! Gemini
Go over to Yahoo.com and search for “Yahoo Gemini.”
Click on the first organic results, this will lead you to Yahoo’s advertising platform.
Create an account when you arrive on the page if you have not already done so.
Let’s go over a few key things.
Yahoo’s ad service is primarily CPC based, or Cost Per Click based, meaning you will only be charged whenever someone clicks on your ad. This is similar to the CPC basis of Facebook, Bing, and Google.
Your Cost Per Click will be dependent on your bid price and the quality score of your ad. Your quality score of your ad improves as you receive more clicks on your ad, which will then decrease the amount you are paying per click.
The relevance of your ad in relation to the keywords you’ve bid on is important as well. If you’re bidding on teeth whitening keywords, your ad headline should include teeth whitening related information, and the landing page you send prospects to should also include teeth whitening related information.
Yahoo Gemini launched in February 2014, and has grown immensely since, especially within the mobile ads space.
Using native ads is very powerful, like I mentioned before when users are browsing through Yahoo, ads often appear to blend in with regular content. Therefore if you’re headline and image is intriguing, your target audience will most likely click it.
Yahoo! Best Practices
If you follow these great habits when it comes to advertising on Yahoo, I assure you you’ll receive the highest return possible on the investment you are making.
Yahoo has a quality scoring system, similar to Google. The higher your quality score, the cheaper you will pay for your traffic. Whether it’s for impressions or better ad positioning you will definitely save money.
Your ads should be highly relevant to the people who are searching the keywords associated with your ads.
Go to Yahoo’s search engine and search for the same keywords you believe people would search for if they were looking for your product or service. When the results show, click on the results near the top.
These results are from your top competitors. You should analyze their landing pages and go through their sales funnel. Take note of what they do because clearly they are in a position to pay higher bid prices on the same keywords that you will be bidding on. Typically when someone pays higher bid prices, that means they are profitable and can afford to do so. Replicate parts of their sales funnel within your own sales funnel because chances are their whole system is working seamlessly.
Create small, focused ad groups to ensure relevancy between ads, keywords and landing pages.
Start of with a keyword group of about 50-75 words and test to see which ones are performing well. Make sure your ads, and landing page include your keywords.
Split up your ads, and after a while you’ll get some valuable data back. You will quickly see which keywords are performing well and which ones are not.
Do not get into bidding wars for highly competitive, broad terms. More specific keywords will cost you less and will help you target your audience more effectively.
Do your keyword research. It will save you a lot of money.
Use excluded or negative keywords. By eliminating keywords that do not apply to your target audience, you can increase your click through rate and reduce wasteful PPC spending.
Send users to a relevant, optimized landing page. Don’t just use your home page as the destination URL. Consider creating a dedicated landing page to increase conversions. You can even create a separate landing page for each campaign you run.
Create multiple ads, at least two per ad group. Yahoo Search Marketing will automatically rotate the ads and you’ll be able to quickly see which version of your ad performs the best.
Let’s go take a look at the Ad platform …
We are now looking at the Yahoo Gemini advertising platform.
On the upper left hand corner you immediately see three main options called “manage ads,” “reporting,” and “tools.”
The “manage ads” section is where you will go to create campaigns and manage existing campaigns.
The “reporting” section is where you will go to view analytics on live advertisements campaigns that are already running from your account.
There “tools” section is where you can go in order to import Adwords campaigns you have on Google. You can also import custom audiences through the tools sections.
First you want to create a campaign.
After it is created, you should then create separate ad groups for each region you are targeting. This will allow you to see which regions respond well to your ads and which regions don’t.
You can then save money by pausing the ads that are performing poorly.
After you click “create my first campaign,” you will then be prompted to choose a campaign objective. You have 3 options:
- Visit my website
- Know my brand
- Download my app
Let’s choose the visit my website object for this training. After you choose that object you will be sent to a new page.
On the next page, give your campaign a name. Give it a name that’ll make it easy for you remember exactly who you’re targeting.
Next, choose the ad types you would like. You have the option of choosing both native and search ads, or native only, or just search only.
Native ads are visually appealing by nature because they are placed on Yahoo’s homepage as well as other pages on the site. Ads must use high quality images and catchy headlines in order to get users to click them.
Search engine ads are not as aesthetically pleasing because users who search are in a different mindset, they are already looking for a product or service, therefore the emphasis is on the headline and text information within the search results.
Yahoo users usually have Yahoo email accounts, so after they log out of their email accounts they are re-directed to the Yahoo homepage, where many native ads are shown.
The users who are on Yahoo are high quality users, as Yahoo has been around for a long time.
If you scroll down, you will be given the option to define your audience. Initially if you’re looking to save time, you can group several geographic locations together such as the USA, UK, and Canada, etc.
However for tracking and scaling purposed, if you just focus on the USA first and get positive results, you can then just duplicate your ads and assign them to another region. This will make it easier to analyze data and scale up your campaigns.
You can choose different languages as well, this is key when you’re targeting locations where English is not the primary language. You can write your ads in the native languages of your targeted region.
You can choose different age ranges and also target based on gender.
The interests section is a very important section when defining your audience. It can make or break your entire campaign.
When you click into the interests section you can see that many interest options are available. If we click the business interest, many other business subcategories will be shown to us.
If you have saved customer audiences you can then upload them into the audience section as well. You can also upload audiences based on people who have visited your website or specific pages on your site within the past 30, 60, 90, or 180 days.
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You can choose to target all computers and devices, or just target mobile only.
Enter in an ad schedule if you plan to run your ads during specific days and times, you can increase your bid during certain time periods if you want to dominate those periods.
Set your budget for the campaign as well.
It is important to also enter in your conversion tracking tag so you can track your results. Place the pixel into your landing page and checkout page, depending on the objective of your campaign.
Add extensions are ssub-linkswithin your ad that have their own headlines such as “Buy 1 Get 1 Free!”
On the next page, choose your bid strategy, which should be “focus on clicks” and set your bid price. Yahoo will give us a suggested bid price range.
I would recommend bidding somewhere towards the higher end of that range, because that will give your ad more traction early on and more clicks.
Choose a high quality image, along with a strong headline and clear body text.
Going over to Yahoo and checking out the native ads they have currently running would be a good idea. It’ll give you a better understanding of the quality you would need to replicate or improve upon when running your own ads.
The options when creating your ads within Yahoo’s platform are not much different than Facebook’s ad platform.
Choose a call to action that’s relevant to your business.
Enter in the keywords for your ad group at the bottom of page, right before the “start campaign” button.
Go ahead and place your ad, and you will soon see how easy it is to start receiving traffic from Yahoo.
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