Yahoo! has completed a major upgrade of their search advertising solution by adding a number of new targeting options. The new targeting enhancements improve the following features:
- Ad Scheduling
- Demographic targeting
- Content Match
Yahoo! now allows advertisers to adjust their bids based on specific locations, including bid adjustments to ZIP codes or cities within each geographic area. For example, say you wanted to target the state of Florida with a special emphasis on Miami. You can now tell Yahoo! to boost your bid for this area within Florida. Simply add these areas to your targeted region with the search features and click on “Adjust Bid”.
The Yahoo! ad scheduling feature allows you to set the specific days and times that your ads run. You can also give your ads a boost during specific parts of the day based on your time zone or the audiences. For example, say a food retailer may want to boost their coverage around lunch time for the start of the week:
Like the other features, Yahoo! also allows you to boost bids based on demographic targeting features. Say for example you are a computer game retailer, you may want to increase coverage to Males aged between 18-24:
The final enhancement from Yahoo! is that advertisers can now cap their spend on the content network. This means you can now use a set budget on the content network without having to create a separate campaign. If you’re a Yahoo! advertiser just click on the Targeting options under your campaign to explore these features further.
With Yahoo! Search Marketing often providing a cheaper alternative to Google AdWords, these changes will help to improve campaign success for all. Thanks to Search Engine Land for providing a great overview of these new features.