How to expand marketing reach in the slow season, part 3: Yahoo Gemini

.

When most marketers think of Yahoo, they think of low volume and little impact to overall scale. However, Yahoo Gemini is not only search, but it taps into native advertising also.

Yahoo is one of the top sites for premium content and generates over 1 billion monthly visitors. Gemini primarily lies in-feed alongside Yahoo’s owned content; it also gives your ads access to Yahoo’s top syndication partners such as Hearst and Vox. Overall, it provides great access to extensive audiences.

Yahoo Gemini ad types Yahoo Mail Ads

These ads reside in Yahoo Mail and come in a variety of different formats

Pencil ads: Native ads that appear within a user’s mailbox:

Sponsored Mail ads: Native ads that appear in your mailbox with a ‘learn more’ button that opens up to a more detailed ad:

Video Mail ads: Video ads located on the side of the mailbox:

Dynamic Product ads: Dynamic retargeting ads that are personalized to each user’s shopping experience and show up in the feed (note: if you are an ecommerce company, you will definitely want to leverage these ads):

Static ads: This is the simplest and most straightforward ad format: static ads that appear right within the native feed:

Carousel ads: These vary between desktop and mobile in format. Desktop allows advertisers to show a more premium format for their ads:

Mobile allows advertisers to use up to five images to tell a visual story:

 

Share this article
  • Facebook0
  • Linkedin0
  • Google+0
  • Twitter
0
Related articles
Why AI and international paid media is a match made in hell
The Transformation of Search Summit: Strategies and tactics to harness the next generation of search marketing
Audience expansion and discovery: how to get ahead
Google Shopping and how to capitalize on your new shop window
Tips for maximizing Yahoo Gemini

When launching on native, start with carousel ads as your preferred ad type. Carousel ads tend to perform better with regard to direct response because they are only served on Yahoo properties with premium placements.

Break out desktop versus mobile campaigns. You can do this by creating separate desktop campaigns in which you reduce mobile bids by max levels. Having separate desktop and mobile campaigns allows you greater control over each campaign’s performance and budget.

Similarly, break out your Yahoo Mail campaigns. We have found that whenever Mail campaigns are combined with general native campaigns, the majority of spend will go to Mail because of its vast impression volume. Again, segmenting campaign types allows better control over budget allocation and overall performance optimization.

If you have solid competitors in the space, you should run a Mail domain-targeting campaign in which you target users who receive ads from your competition.

Summary

Yahoo Gemini can be an excellent source of reach, new users, and even direct response with its retargeting options. It’s worth investing your time in as you hit your slow season and are looking for incremental volume.

Read more in this series:

Part 1: How to expand marketing reach in the slow season with Quora

Part 2: How to expand marketing reach in the slow season with Amazon Marketing Services

Sana Ansari is General Manager of 3Q Accelerate, the high-growth division of 3Q Digital.

Want to stay on top of the latest search trends?Get top insights and news from our search experts.
Subscribe
Related reading
The end of DoubleClick and Adwords? Google simplifies its branding with Google Ads, Marketing Platform and Ad Manager

Google is rebranding Adwords and DoubleClick. How will these changes affect us? Here’s everything you need to know.

Industry PPC SEO 03 Jul 18 | Tereza Litsa
How to avoid these common PPC mistakes

Not only beginners make mistakes, here is an overview of the most common fails that PPC professionals make and how to avoid them from now on.

PPC 21 Jun 18 | Tereza Litsa
How to transfer insights from search to social campaigns

Sana Ansari shares some of the easiest ways to gather learnings from search engine marketing and leverage them in paid social.

PPC 20 Jun 18 | Sana Ansari
Four ways you can use AI to optimize your AdWords campaigns

As AI becomes mainstream within the PPC industry, marketers will need to begin shifting their areas of expertise away from micromanaging keywords and bid prices, and towards higher-level strategy. Manish Dudharejia shares four ways to use AI in your AdWords campaigns.

PPC 13 Jun 18 | Manish Dudharejia

Nguồn: searchenginewatch.com