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Expand Your PPC Reach This Holiday Season With Yahoo Stream Ads

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Are you looking for a way to expand your PPC reach this holiday season outside of AdWords, Bing or Facebook? What about Yahoo Stream Ads?? Yahoo released the newest native ad format back in April and has been evolving ever since. Yahoo Stream Ads helps connect advertisers with their consumers through the highly personalized content stream on Yahoo.com. Yahoo Is not dead my friends!

 

What Are Yahoo Stream Ads?

Yahoo stream ads are a form of a cost per click text ad with a small image (82×82 pixels) that is populated in the 3rd and 13th rank in a users organic content stream, and at the top of Yahoo mail inbox. Below are some sample Stream ads provided by Yahoo.

YSA-Big

Yahoo’s algorithm determines if your ad is relevant to the users search history based off their interactions including: interests, social signals and Facebook Likes, click data across the entire Yahoo network. Stream Ads will format your ad to show across all devices. In additional to user’s search interests, Yahoo will also look at your bid, performance (CTR), location targeting and competition in the auction to determine when and where your ad shows up. The ads are now available across most of Yahoo sites including:

  • Yahoo home page
  • Yahoo Mail
  • Yahoo News
  • Yahoo Sports
  • Yahoo Finance
  • Yahoo omg!
  • Yahoo Movies
  • Yahoo TV
  • Yahoo Music
  • Yahoo Travel
  • Yahoo Homes
  • My Yahoo

 

Who Should Use Them?

Any ambitious PPC marketer that is looking to expand their reach and an opportunity pick up incremental traffic and conversions! If you have extra budget as you round out Q4 and are looking to make a big push this holiday season, give Yahoo Stream Ads a try. Yahoo Stream Ads would be a great opportunity for branding or direct response during this holiday season. Also, while Google still holds about 80% of search engine market, there are still a large number of people interacting with Yahoo.

 

In a study by a company called WebpageFX , which tracked search data for over 35,000,000 queries in 2012, found that of the 11.69% of search queries, the states that boasted the highest usage of Yahoo included: Arkansas, West Virginia, Oklahoma and Ohio. Washington State has the lowest market share of Yahoo at just 4.16%. So if you target a product or service in the southern states and the Rust Belt region, you may have better luck with Yahoo in general.

 

 

How To Set Them Up:

 

  • Create your first campaign and ad with step-by-step instructions. Or, upload as many ads and campaigns as your heart desires via a CSV file. Yahoo does not have a limit on the number of ads but recommends no more than 100.

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  • Ad Character Limits – Headline 50, Description 150, Sponsor 25. Image size recommendation is 82×82 pixels.

 

  • Tracking – Since Yahoo Stream Ads does not offer conversion tracking in the UI. You will want to make sure your destination URLs include a 3rd party URL tracking system to track conversions such as Google Analytics UTM Params or Yahoo Web Analytics.

 

  • Audience Targeting – Set your geo-targeting settings. You can also select to show your ads more based on gender if you choose.

YSA_Audience

  • Set Bid – Minimum Bid .05. *Reporting suite will provide recommendations for bids once your campaign is live

 

  • Set a Daily or Lifetime Budget

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  • Reporting Suite – Performance Metrics (Click, Costs, Impressions, CTR)

 

 

What are your thoughts about Yahoo Stream Ads? Have you had any significant wins or losses with them? I just launched my first campaign and am looking forward to reporting back more findings to you fine folks in the future.

 

About the Author

Cassie Oumedian

With over Five years of PPC experience and 10+ years of traditional marketing experience, Cassie joined Hanapin as an Account Manager and Blogger. Cassie has had the opportunity to work on some Fortune 500 SEM accounts in several verticals including: Technology, Travel, Retail, Automotive, Insurance, Health and many other industries. Her PPC expertise includes AdWords, Bing, Yahoo, Facebook and manages PPC accounts with spend from $2K to over six-figure monthly budgets world-wide. Find her on twitter @cass_oumedian or on her Google+.
  • Spook SEO

    This is a really good idea especially if you are out to play it during
    the summer. You will surely get the most out of your deals if you will be
    preparing your customers for a long but exciting adventure. Travel enthusiasts
    will find this the best venue to get traffic.

    • Cass_Oumedian

      Great idea. I could definitely see how beneficial this could be for the travel industry. The account I’m testing this in is in the health and supplement industry and so far, Yahoo Stream Ads have been pretty successful. It’s still early but so far things look good! Thanks for reading and for the feedback!

  • 360Partners

    Hi Cassie,

    I believe Stream Ads now support specific interest targeting as well, check it out!

    • Cass_Oumedian

      Thanks for the heads up! I’ll have to check out the interest targeting for sure. Appreciate the tip! Thanks for reading!

  • Rina Ashton

    It’s really a useless conversation to go into the specifics of to fix any
    of these particular elements in PPC or landing pages etc…there are so
    many ins and outs to online marketing nowadays the most important thing
    you can do as a business owner is start working with a company that really
    knows what they are doing, has solid communication, and is able to work
    with you to make sure key metrics are being measured and more customers are
    being sold your products at the end of the day. Honeestly this stuff
    changes everyday, I tried to keep up with it for a while, but i ended up
    working with John over at results driven marketing after one of my friends
    referred me to have them setup some remarketing for my shopify store. Real
    smart dude, if its any help to anyone else call them at 888-641-5026 since
    they helped out my biz a lot and I’m always willing to pass along a
    referral to someone who takes pride in what they do.

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