Yahoo

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Yahoo! Whats New at Yahoo! Search Marketing
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Whats New at Yahoo! Search Marketing

• Agenda
• Search Momentum
• New Ad Platform
• New Research

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Yahoo! Search More Than Web Search
Y! Shopping Pick Lists
Y! Tech
Y! Travel Trip Planner
Y! Autos Customs
Y! Local 360 Reviews
Y! News Blog Search
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Yahoo Answers 50 Million Global Users and
Growing
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Growing By The Question
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Y! Answers Reached 9.2 MM Users in May
Generated 15 MM Answers To Date(ComScore Data)
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Source ComScore MediaMetrix
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Y! Search Marketing
Yahoo! Search Marketing reaches out to 91 of
active Internet users.
Sources Internal logs comScore Media Metrix.
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eBay Partnership

• Yahoo! and eBay announced a strategic partnership
  in the U.S. including search/graphical
  advertising, online payments, and a co-branded
  toolbar.
• The goal is to enhance the overall eBay
  community and user experience.
• Yahoo! is excited about partnering with PayPals
  convenient and safe technology.
• Testing has begun and will continue through the
  second half of 2006.
• This is a very beneficial opportunity for both
  companies.

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Traffic Quality Initiatives Interactive
Advertising Bureau

• Yahoo! is happy to confirm that it has joined
  the Interactive Advertising Bureaus Click
  Measurement Working Group.
• Group aims to create a set of Click Measurement
  Guidelines that will set the standard for what
  clicks are measured and counted, including
  invalid and/or fraudulent clicks.
• Guidelines will outline an industry-driven
  auditing/certification for any organization that
  counts clicks as a part of the media currency.

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Whats New at Yahoo! Search Marketing

• Agenda
• Search Momentum
• New Ad Platform
• New Research

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Meet Our New Search Ad Platform

• From
• Search Listing Focused
• Managing an Auction
• Early Adopter Focused
• Quality through Manual Review

• To
• Marketing Focused
• Managing Objectives
• Multiple Segment Focused
• Quality through Technology, Rewards, and Review

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Enhance the Advertiser Experience

• Current Experience
• Fixed Account Structure
• Minimal Testing
• Local Sponsored Search
• Bid Landscape
• Click Index
• Search Optimizer
• Manual Editorial

• Enhancements
• Dynamic Account Structure
• Ad Testing
• Geo-targeting
• Share of Clicks and Forecasting
• Quality Index
• Campaign Optimization Advanced Analytics
• Fast Ad Activation

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Easy to Use
Simple
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Easy to Use
Advanced
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Whats New at Yahoo! Search Marketing

• Agenda
• Search Momentum
• New Ad Platform
• New Research

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Searchers are Considered Shoppers
Pre-Purchase
Of Brands Considered Before Purchase (across
product categories Automotive, Finance,
Technology, Retail)
Searchers Are Looking To Be Influenced
Being more engaged and investigative shoppers,
searchers are the shoppers most open to
discovery. At the beginning of the purchase
process, they consider more brands than
non-searchers.
Average of brands considered prior to purchase
Source Long Winding Road ? Indicates a
significant difference at a 90 confidence level
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The Value In Controlling The Conversation
Search Branding Study Telecom
Theres Value Beyond The Conversion
Brand Perception Increases Among Those That
Clicked Through To Landing Page
Focusing solely on direct response metrics can
limit your opportunity with consumers.
Consumers who land on your site via Search will
spend more time with your site than via other
methods. A positive experience can change
perceptions, and increase consideration for a
future purchase.






Source Search Brand Studies ? Indicates a
significant difference at a 90 confidence level
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Thank You! Dan Boberg bobergd_at_yahoo-inc.com