In the realm of sponsored search advertising, “cost per click” is the name of the game, and getting the greatest return on your investment is the main objective. The battle for clicks on the top keywords is just as fierce as the battle between the search engines to get your advertising dollars.
This constant challenge between the search engines has been the catalyst for many great innovations. Yahoo! has just jumped to the head of the class with their latest proposed offering. “The new, new thing at Yahoo!, even though we’ve had variations of this, is getting much more into behavioral targeting,” Yahoo! Executive Vice President Greg Coleman told the Reuters Media and Advertising Summit in New York.
Traditionally, sponsored advertising has relied purely on keyword searches and geographic / demographic customer details for its targeting. Yahoo! has just upped the ante with behavioral based targeting. No longer will you just vie for the top keywords, but also the best time to display your ad within the customers search journey.
Yahoo! has been tracking a few types of customer behavior including traditional search queries, customer movement through Yahoo! sites and the actual ads clicked within their search experience. Though customer personal information won’t be made accessible to advertisers, the ability to choose when your ad is displayed based on these variables will be a part of bid process.
This newest initiative will go a long way towards pushing search advertising towards being truly targeted. The more customer characteristics that can be tracked and used for targeting, the greater the ROI should be on search marketing. It’s making the gap between online marketing and traditional mediums almost as big as the Grand Canyon. Yeah for smarter search!