Well you have to give them credit for trying… Yahoo have just released an enhancement to their paid search advertising service – Rich Ads in Search.
While the functionality is not exactly groundbreaking, it does push paid search in an interesting direction. Yahoo!’s hoping the enhancement to their paid search advertising will help them more effectively compete with the likes of Google.
Yahoo! commenced testing of Rich Ads in Search in the last quarter of 2008 and purport that advertisers “saw click-through rates rise by as much as 25 percent. They’ve also seen improved brand exposure and conversion rates.”
At this stage the program is only being offered to a limited number of advertisers (e.g. Pedigree) and agencies such as Razorfish.
According to the release post, the program lets advertisers:
- Post images and video, which can increase the branding impact of search advertising. Pedigree has added video to its campaigns, for instance.
- Create deep links to relevant pages, which can help drive conversions directly from the Yahoo! search results page.
- Include boxes within the listing that lets users search for their desired product or a store location directly without additional navigation. Esurance’s listing lets users enter their ZIP codes from the results page for insurance quotes.
- Show their logo, which enhances user trust.
I love the idea of deep links and integrated search within paid listings, and the video is a strong interactive improvement. It’s great to see Yahoo! innovating – but at the end of the day, until they can offer the same reach as Google, they’ll have their work cut out for them.