Yahoo lets advertisers retarget with native ads

Yahoo is allowing advertisers to retarget with native ads.

Yahoo has announced the ability for search advertisers in the US to expand the reach of their campaigns on Yahoo Gemini, its search and native advertising marketplace, by leveraging search retargeting on Yahoo’s native supply.

In other words, unlike traditional search retargeting, Yahoo said Yahoo Gemini now enables customization at the keyword level with match types and variants. And, according to Yahoo, this means advertisers can more effectively leverage native ads to reach consumers who have signaled intent related to a specific product or service through a search query via Yahoo Search, as well as to tailor landing pages and creative to a consumer’s search query, enabling stronger personalization and engagement, and to optimize ROI by changing bid adjustments at the keyword level.

“Our data shows that a US consumer who searches on Yahoo may see an average of 50 native ads in the following week across devices,” wrote Guy Levit, senior director of product management for Yahoo Gemini, in a blog post. “We know users don’t always convert on the first search, so we’re using the power of Yahoo Gemini to retarget users based on their search history.”

Prior to the launch on September 19, Yahoo said it tested the feature with 175 search advertisers whose campaigns saw up to a 20 per cent increase in traffic while maintaining ROI similar to or better than that of traditional search campaigns.

"Achieving scale was a relatively easy process," said Kenny Eisinger, analytics lead at Net Conversion, a digital marketing agency in Orlando that focuses on the travel and hospitality industries, in the blog post. "After launching, we’ve seen conversion rates within the Gemini network increase 16 [per cent], average acquisition cost decrease 10 [per cent] and average weekly revenue increase 30 [per cent].”

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