Of the 3 main search engines, Google is known for being the most advanced when it comes to detailed settings and targeting. However, Yahoo has made a series of improvements, especially with the recent interface updates that have been added.
The layout might not look that different, but Yahoo definitely has added some new features that are worth talking about. For starters, Yahoo allows the user to change geo-targeting, ad scheduling, and set demographic bidding for each campaign, all on the campaigns tab. This makes it easier for a user to make or check changes quickly without having to go deep (several clicks within a campaign). In fact, I just changed the demographic bidding for a client in less than five minutes for the search network. That’s right, the search network.
Yahoo is upgrading the way demographic bidding is done for search. In fact, they’re leading the way. On Yahoo’s interface the user has the option to increase their bid based on gender and pre-specified age ranges. You might be thinking, doesn’t MSN offer demographic bidding for search? Yes, they do, but the difference is the user has full reign to set and increase their bid by dollar amount or by percentage on Yahoo. For example: If I want to bid $0.23 more for females, I can. If I want to increase my bid by 22.2% for males and females ages 25-29, I can. At present, MSN only offers percentage bidding by 10% increments on their interface for search and Google only offers demographic targeting for their content network.
Yahoo has also beefed up their geo-target settings. The user has the option to target by country, state, DMA, city or zip code. This is especially helpful when someone only wants to target a specific area; and from what I’ve noticed, they have most of the cities, and zip codes available to geo-target. The reason I mention this is because I’ve gone to other engines who claim to have detailed geo-target settings. However, when you go to choose the cities for a state, let’s say New York. The engine only gives the user seven cities to choose from. Everyone knows that there are more than seven cities in New York. This can be a challenge to overcome at times.
Speaking of time, Yahoo now allows you to do ad scheduling, and gives you some cool options. Not only can you do regular ad scheduling, but a user can also bid to pay more at a certain time of the day. For example: If a pizza shop owner wants to bid higher between noon and 2pm (lunch time) to ensure he’s in top position during that timeframe, he has that option. One of their best features is the time zone option. Yahoo gives the user the option to target their time zone or the audience’s time zone at the campaign level. This means, one campaign can target my local time zone and another campaign can target the audience’s time zone. It’s a plus because now a user doesn’t have to say I want to run between 9am and 5pm Eastern Time zone, but I don’t want to miss out on the people that run on Pacific Time. The time problem is now solved.
Yahoo’s addition of ad scheduling, and demographic bidding as well as advancing their geo-target settings is definitely a plus, especially, since a user can access these options quickly and with ease on the campaign tab. I would recommend taking advantage of these new features as soon as possible.
At MoreVisibility, we work with many business-to-business (B2B) clients who recognize the importance of internet marketing. They know their products and services intimately and understand their target customer base. But many B2B clients we work with are not educated on how to leverage the search engine marketing space effectively to reach their potential customers. Knowing when to display your ads can be as important as the ad copy itself and the amount of money you allocate to advertise online.
An excellent way to maximize your company’s exposure online and stretch your advertising dollar is through Ad Scheduling. It is powerful because you get to choose what days of the week and what times during the day your ads will run in the search engines. While you have this flexibility with some forms of traditional advertising, such as TV and radio, other forms do not provide this opportunity. Billboards, magazines and newspapers come to mind in that regard.
Purchasing agents, company buyers, and those in charge of making purchases for their company use the internet to research and find suppliers. And while more and more people extend their hours of work, they are still primarily doing their research and making decisions on what to buy and where to buy while they are at the office. Targeting your Pay per Click ads, for example, to run Monday — Friday from 8am EST through 9pm EST (accounting for west cost business opportunities) in Google, Yahoo, or MSN gives B2B advertisers the flexibility to display their ads when they know their potential customers are in the “prime time” of making purchases and doing their research. Having your ads paused during the weekend, when most of your B2B buyers are not at work, keeps you in control of when your advertising dollars are being spent.
So, think about when your customers are most likely to research your product or service online and get in front of them when they do! Schedule your online ads accordingly and you can be confident you are getting the most out of your advertising dollar.