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Comparing Quality Score Across AdWords & AdCenter
Comparing Quality Score Across AdWords & AdCenter
A Universal Quality Score?
Quality score has always been an elusive creature for many people in the search marketing industry. What is it? How is it calculated? How does it affect my account? These are just a few of the questions that deserve more clarity. I believe this additional clarity becomes particularly important with multiple versions of quality score in play. Google has been utilizing this metric in their bidding system for a while now, but it wasn’t until recently that Microsoft improved their own version of QS as well. This leaves us with two seemingly ambiguous metrics that require a better understanding. Are they the same? In this post, I would like to take a look at the quality scores of AdWords and AdCenter, and attempt to distinguish the two.
Google AdWords QS
There are a few different kinds of quality score in AdWords (you can read a great post from Rob about account-level quality score here), but for the purposes of this post, I’ll be focusing on keyword-level quality score. Google defines this type of quality score as:
“A dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query.”
In other words, this is one way in which Google gauges your relevancy in the keyword market, in order to ensure that Google is providing the best possible user search experience. This is good because searchers are more likely to find what they are looking for.
As I mentioned earlier, keyword quality score has been part of the AdWords system for a while now, but continues to be somewhat of a “gray” area because of how it is calculated. These are the factors we know Google takes into account:
CPC x Quality Score = Ad Rank
It is important to note that this score does not remain static. Rather, this is a dynamic number that is constantly adjusting itself. From the formula above, it should become apparent that Google’s quality score can be beneficial to your account by bumping your ads into better positions with less spend. QS is an integral part of the AdWords bidding system. For more information, check out our Quality Score Handbook or the AdWords Help Articles.
Microsoft AdCenter QS
Bing has recently released their own keyword-level quality score, which is calculated and used much differently than AdWords’ keyword quality score. Bing’s definition is as follows:
“Your quality score indicates the competitiveness of your campaigns in the overall marketplace. Microsoft provides a quality score for each of your keywords to help you understand the relevance of your keywords to search users’ queries and the degree to which your ads are eligible to be displayed in response to these queries.”
In essence, this is similar to Google’s keyword QS because both versions attempt to gauge the relevancy between your keywords, ads and users’ search queries. This is good for the user because it optimizes their search experience. Also similar to AdWords, adCenter keyword QS is on a scale of 1-10. Outside of these similarities, however, these two quality scores have little in common.
Microsoft’s version of QS is designed to represent how competitive your keyword is within the marketplace, with three sub-scores for keyword relevance, landing page relevance, and landing page user experience.
These criteria are judged as follows:
Performance Effects
So, are these two versions of keyword-level quality score the same? Not really. While they are both measured on a scale of 1-10, the factors used to calculate them are different, as discussed above, and, most importantly, their purposes are completely different. AdCenter’s keyword QS is used simply to show the competitiveness of your campaigns in the overall marketplace; these scores do not directly influence your ad rank. The purpose, rather, is to help advertisers see where they’re behind competitors in regard to landing page experience and keyword relevancy, and you can use this information simply as a gauge to help you improve your overall quality score and, therefore, improve ad position. AdWords’ keyword-level quality score, on the other hand, directly influences ad rank.
So what does influence ad rank in Bing? It’s your bid, overall keyword relevance to a user search query and click-through-rate. And this is the biggest difference between AdWords and AdCenter keyword-level quality score: AdWords QS influences ad rank, while AdCenter’s does not.
Similar Nonetheless
Regardless of their differences in performance effects, Google and Microsoft are essentially looking for the same thing with their quality scores: they want users to have the best search experience possible. As both quality score versions keep a close eye on relevancy, an optimized user search experience is made possible.
Although quality score will probably always carry some degree of ambiguity, it is certainly a topic that requires revisiting every so often. Google and Bing love to change things up, so it’s our job to stay ahead of the game by exploring every nook and cranny to understand how quality score is calculated. Hopefully you now have a better understanding of the similarities, differences, and functionality of QS across Google and Bing. What’s been your experience with the new adCenter QS? Have you seen any major changes in your accounts? I’d love to hear from you in the comments below!
By Dave Rosborough
- Historical CTR of the keyword and the matched ad on Google.
- Account history, which is measured by the CTR of all the ads and keywords in your account.
- The historical CTR of the display URLs in the ad group.
- Landing page quality.
- The relevance of the keyword to the ads in its ad group.
- The relevance of the keyword and the matched ad to the users search query.
- Your account’s performance in the geographical region where the ad will be shown.
- Other relevance factors.
Although these elusive “other relevance factors” are currently kept secret, the rest of the list is sufficient enough to grow your QS if you modify your account accordingly. Based off of these criteria, each of your keywords is then assigned a value between 1-10 (10 being highest). This value becomes your keyword quality score, which ultimately affects your CPC and ad position. This becomes clear using Google’s QS formula below:
These criteria are judged as follows:
- Keyword relevance (ranked by Bing as good, no problem, or poor)
- Landing page relevance (no problem, poor)
- Landing page user experience (no problem, poor)
Based upon my experience in the adCenter interface, a keyword with No Problem sub-scores in all three areas yielded a QS of roughly 5-8. On the other hand, a keyword with Good/No Problem/No Problem scores yielded a QS between 9 and 10. Of course, there is no set scale for which quality scores correlate with each sub-score, but hopefully you get the general idea. For more information on Microsoft’s quality score, check out the AdCenter Help Desk.
By Dave Rosborough
Thursday, December 30, 2010
The Top Ten Ads on Yahoo! in 2010
There has been a lot of talk about going beyond the banner in online advertising this year—and our Top Ten ads for 2010 show that not only are we moving beyond the banner, we’re also leaving behind the constraints of the Web page itself.
In our team’s picks for the best ads on Yahoo! this year, ads exploded from their niche on the side of the page. Bugs walked on to the Yahoo! front page, and the pages themselves folded, tore and crumpled. Banners turned into magazines and catalogs where people could buy stuff.
Entertainment ads made the best use of our canvas this year, but more traditional brands did great stuff, too.
Below are our top ten ads for 2010, in no particular order. (They’re all first place in awesomeness, though.)
Alice in Wonderland
This is the ad Carol Bartz mentions when she talks about the potential of advertising on the Web, and for good reason: People liked how the page opened up and pulled them down the rabbit hole so much that lots of them clicked on the ad four or five times. Is it advertisement or entertainment?
Nissan Qashqai
My wife literally gasped when I played this ad for her. The Nissan crossover dodging paintballs on the front page of Yahoo! France is cool enough. But press the play button marked “Voir la Suite” and the car seems to leap out of two-dimensional space, the front page transforms into something out of “Inception,” and the Qashqai zooms between buildings that used to be columns of text. My French is rusty, but I’m guessing “Voir la Suite” stands for “Blow your mind.”
Discovery: LIFE
Discovery wanted an online campaign as epic as its new series LIFE, and it got it with a front-page ad that had customizable wallpaper, video footage from the series, and a green bug that scurries around the “back” of the home page and into the ad. The results? People who saw the ads were 28% more likely to see the series than those who didn’t.
Drew Brees in Dove Men+Care
Not everyone loves Drew, but you had to love the way the Yahoo! Sports page opened like a shower curtain to see the New Orleans Saints quarterback singing the William Tell Overture (OK, the Lone Ranger theme in our house) at the top of his lungs. And other people loved it, too—the ad won the IAB Mixx Bronze Award for Rich Media Execution.
You Again
Not surprisingly, the new “mosaic” ad format we created for omg seems tailor-made for movies, and You Again is one of the best examples of it. Flashbulb pops replace celebrity photos with images from the ad. When the actresses tear pictures of each other in half, the ad tears itself in half, too. If that’s not enough, there’s a great faux behind-the-scenes catfight where Sigourney Weaver taunts Kristen Bell by saying “Avatar!”
Toyota Avalon
How do you reintroduce your luxury car model online? It helps to have a well-groomed man walk across the Yahoo! News page and invite viewers behind a curtain to look at it. Toyota piqued curiosity for its redesigned Avalon by showing that luxury awaited—if they only pulled the golden cord. In another example of great branding, Avalon also helped launch our new video series, Who Knew?
Discovery Shark Week
Discovery’s ad for Shark Week may have taken advantage the visual space of our Log-in Page ads just a little too well, judging by a handful of user complaints about the image of a soaked geek with shark teeth. But it also showed the cult appeal of Shark Week, and the lengths to which its fans will go to watch it.
TRON
TRON just managed to zip in before the end of the year—and we mean that literally. When the famous TRON lightcycle zooms out of the video screen on Yahoo! Movies and everything goes neon blue, you know you’re in the world of TRON. For another bonus, check out our video about the TRONification of Yahoo! Search.
Macy’s Memorial Day Circular
Advertising isn’t always for flash—sometimes, just sometimes, you want to sell stuff, too. Macy’s used our new pullover ad format in Yahoo! Mail to create a Web version of its Memorial Day circular that customers could flip through and use to order the items they wanted. And our Smart Ads technology helped serve up custom versions of the ads to people based on location, demographics and interest. The result was an ad that kept users around and engaged for a lot longer than a normal display ad.
Harry Potter and the Deathly Hallows, Part 1
I’ve always had a thing for movie storybooks, which is why I loved the Harry Potter and the Deathly Hallows Part 1 ad that seemed to have everything, including a book that lets you flip through images from the film. If they’d one of those when Star Wars came out, I could have saved my parents $4.95.
Are there any other ads that you liked this year? Let us know in the comments. And if you want to try something like this yourself, contact us. See you on the Top Ten in 2011!
By Jeff Sweat
In our team’s picks for the best ads on Yahoo! this year, ads exploded from their niche on the side of the page. Bugs walked on to the Yahoo! front page, and the pages themselves folded, tore and crumpled. Banners turned into magazines and catalogs where people could buy stuff.
Entertainment ads made the best use of our canvas this year, but more traditional brands did great stuff, too.
Below are our top ten ads for 2010, in no particular order. (They’re all first place in awesomeness, though.)
Alice in Wonderland
This is the ad Carol Bartz mentions when she talks about the potential of advertising on the Web, and for good reason: People liked how the page opened up and pulled them down the rabbit hole so much that lots of them clicked on the ad four or five times. Is it advertisement or entertainment?
Nissan Qashqai
My wife literally gasped when I played this ad for her. The Nissan crossover dodging paintballs on the front page of Yahoo! France is cool enough. But press the play button marked “Voir la Suite” and the car seems to leap out of two-dimensional space, the front page transforms into something out of “Inception,” and the Qashqai zooms between buildings that used to be columns of text. My French is rusty, but I’m guessing “Voir la Suite” stands for “Blow your mind.”
Discovery: LIFE
Discovery wanted an online campaign as epic as its new series LIFE, and it got it with a front-page ad that had customizable wallpaper, video footage from the series, and a green bug that scurries around the “back” of the home page and into the ad. The results? People who saw the ads were 28% more likely to see the series than those who didn’t.
Drew Brees in Dove Men+Care
Not everyone loves Drew, but you had to love the way the Yahoo! Sports page opened like a shower curtain to see the New Orleans Saints quarterback singing the William Tell Overture (OK, the Lone Ranger theme in our house) at the top of his lungs. And other people loved it, too—the ad won the IAB Mixx Bronze Award for Rich Media Execution.
You Again
Not surprisingly, the new “mosaic” ad format we created for omg seems tailor-made for movies, and You Again is one of the best examples of it. Flashbulb pops replace celebrity photos with images from the ad. When the actresses tear pictures of each other in half, the ad tears itself in half, too. If that’s not enough, there’s a great faux behind-the-scenes catfight where Sigourney Weaver taunts Kristen Bell by saying “Avatar!”
Toyota Avalon
How do you reintroduce your luxury car model online? It helps to have a well-groomed man walk across the Yahoo! News page and invite viewers behind a curtain to look at it. Toyota piqued curiosity for its redesigned Avalon by showing that luxury awaited—if they only pulled the golden cord. In another example of great branding, Avalon also helped launch our new video series, Who Knew?
Discovery Shark Week
Discovery’s ad for Shark Week may have taken advantage the visual space of our Log-in Page ads just a little too well, judging by a handful of user complaints about the image of a soaked geek with shark teeth. But it also showed the cult appeal of Shark Week, and the lengths to which its fans will go to watch it.
TRON
TRON just managed to zip in before the end of the year—and we mean that literally. When the famous TRON lightcycle zooms out of the video screen on Yahoo! Movies and everything goes neon blue, you know you’re in the world of TRON. For another bonus, check out our video about the TRONification of Yahoo! Search.
Macy’s Memorial Day Circular
Advertising isn’t always for flash—sometimes, just sometimes, you want to sell stuff, too. Macy’s used our new pullover ad format in Yahoo! Mail to create a Web version of its Memorial Day circular that customers could flip through and use to order the items they wanted. And our Smart Ads technology helped serve up custom versions of the ads to people based on location, demographics and interest. The result was an ad that kept users around and engaged for a lot longer than a normal display ad.
Harry Potter and the Deathly Hallows, Part 1
I’ve always had a thing for movie storybooks, which is why I loved the Harry Potter and the Deathly Hallows Part 1 ad that seemed to have everything, including a book that lets you flip through images from the film. If they’d one of those when Star Wars came out, I could have saved my parents $4.95.
Are there any other ads that you liked this year? Let us know in the comments. And if you want to try something like this yourself, contact us. See you on the Top Ten in 2011!
By Jeff Sweat
Friday, December 10, 2010
Yahoo Makes Aggressive Pitch For TV Dollars, Releases New Mobile Units
Yahoo plans to release research Thursday supporting why traditional media buyers might want to pull time on broadcast TV to allocate budgets to mobile advertising. Supporting consumer behavior, the data accompanies the rollout of three rich media formats: Yahoo Mobile Screen Takeover, Yahoo Mobile Customized Expandable Ads, and iPad Tap to Video Ads.
Traditional advertisers who remove one or two TV ads from their mix will not notice any difference on the performance of that campaign if they allocate those funds toward mobile to find new audiences, according to Paul Cushman, senior director of mobile sales strategy at Yahoo. "A creative director who says he can't do anything with mobile is last year's story," he says. "HTML5 will become the major driver for scale and engagement within mobile. The ability for it to provide an app-like experience is significant and should not be underestimated."
Cushman, a mobile evangelist, says brands continue to waste ad dollars. The numbers revealing this trend sit behind Yahoo's firewall in mail and Front-Page data, Yahoo's "crown jewel," of which third-party companies can't gain access. The critical data suggests that consumers reach for their mobile devices while watching TV during a commercial break.
Yahoo supports between 49 million and 50 million unique mobile Internet users monthly. Commercial breaks during live TV events drive mobile Internet use, according to Cushman. Yahoo's analysis of consumer activity across the company's network found a correlation between TV commercial breaks and spikes in mobile Internet use. During commercials that ran with the 2010 Academy Awards, traffic and engagement on the Yahoo Mobile site increased on average 12%. Browser activity rose 125% on Yahoo News. Users consumed 39% more content on Yahoo Front Page, search rose 13%, and users checked and sent email 6% more.
Similarly, for the 2010 World Cup, traffic and engagement on the Yahoo Mobile site rose on average of 10% during commercials. Browsing activity rose 57% on Yahoo News, 24% more users consumed content on Yahoo Front Page, and search activity rose 12% on Yahoo Search.
Yahoo has offered the expandable ad format for more than a year, but customized the offering and began designing the other two formats during the past year to create a package for advertisers. Consumers are becoming more comfortable with mobile ads. Research from Yahoo Mobile and Nielsen suggests that the immediacy and portability of the mobile phone drives conversions. When consumers use their mobile phone to do research, about half the time they plan to make a purchase.
Yahoo isn't the only ad tech company capitalizing on mobile. Google also touted Wednesday high returns on investments for mobile ads on Google's network. Dai Pham, who supports Google mobile ads product marketing, writes in a blog post that Roy's restaurant managed to achieve click-though rates 539% higher on mobile than on desktop by investing in mobile-specific campaigns and hyperlocal advertising.
By Laurie Sullivan
Traditional advertisers who remove one or two TV ads from their mix will not notice any difference on the performance of that campaign if they allocate those funds toward mobile to find new audiences, according to Paul Cushman, senior director of mobile sales strategy at Yahoo. "A creative director who says he can't do anything with mobile is last year's story," he says. "HTML5 will become the major driver for scale and engagement within mobile. The ability for it to provide an app-like experience is significant and should not be underestimated."
Cushman, a mobile evangelist, says brands continue to waste ad dollars. The numbers revealing this trend sit behind Yahoo's firewall in mail and Front-Page data, Yahoo's "crown jewel," of which third-party companies can't gain access. The critical data suggests that consumers reach for their mobile devices while watching TV during a commercial break.
Yahoo supports between 49 million and 50 million unique mobile Internet users monthly. Commercial breaks during live TV events drive mobile Internet use, according to Cushman. Yahoo's analysis of consumer activity across the company's network found a correlation between TV commercial breaks and spikes in mobile Internet use. During commercials that ran with the 2010 Academy Awards, traffic and engagement on the Yahoo Mobile site increased on average 12%. Browser activity rose 125% on Yahoo News. Users consumed 39% more content on Yahoo Front Page, search rose 13%, and users checked and sent email 6% more.
Similarly, for the 2010 World Cup, traffic and engagement on the Yahoo Mobile site rose on average of 10% during commercials. Browsing activity rose 57% on Yahoo News, 24% more users consumed content on Yahoo Front Page, and search activity rose 12% on Yahoo Search.
Yahoo has offered the expandable ad format for more than a year, but customized the offering and began designing the other two formats during the past year to create a package for advertisers. Consumers are becoming more comfortable with mobile ads. Research from Yahoo Mobile and Nielsen suggests that the immediacy and portability of the mobile phone drives conversions. When consumers use their mobile phone to do research, about half the time they plan to make a purchase.
Yahoo isn't the only ad tech company capitalizing on mobile. Google also touted Wednesday high returns on investments for mobile ads on Google's network. Dai Pham, who supports Google mobile ads product marketing, writes in a blog post that Roy's restaurant managed to achieve click-though rates 539% higher on mobile than on desktop by investing in mobile-specific campaigns and hyperlocal advertising.
By Laurie Sullivan
Wednesday, November 3, 2010
Right Media Introduces Audience Sharing on the Exchange
Audience-based buying has emerged as an efficient and effective way for buyers to engage consumers in today’s fragmented display market. At the Right Media Forum today, we announced the rollout of our latest capability, Audience Sharing. This feature enables more efficient audience-based buying on the Right Media Exchange (RMX), while providing customers with a more relevant online experience.
Audience Sharing enables buyers and sellers to share, manage and monetize audiences at scale, further reinforcing our position as the leading display advertising exchange that is shaping the marketplace. Audience Sharing provides sellers or segment owners, including data providers AlmondNet Data Division, BlueKai and eXelate, control and transparency when sharing their segments in our marketplace. Buyers or segment users can target audiences from multiple data providers, and Right Media’s platform takes into account user overlap and attributes data according to recency.
For audience-planning, participants see the potential size of the audiences before they buy, reducing the inefficiencies of the learn-as-you-go model. In the Right Media platform, Audience Sharing is accessible to segment owners through the Audience tab and seamlessly integrated into the segment users’ experience.
Trust and privacy are of utmost importance to Right Media and Yahoo!
Right Media is a neutral technology provider for our clients. We understand that some users may not want information collected via cookies used to show them relevant advertising, therefore we support our customers’ efforts to respect this. Before the end of this year, we expect Right Media to be able to support Clear Ad Notice for participating exchange members who offer and respect consumer opt-outs. If a consumer opts out from an RMX member who participates in Clear Ad Notice, the consumer should not be included in Audience Sharing.
Additionally, Right Media continues to prohibit our clients from sending personally identifiable information (PII) to us, and we do not collect PII about consumers during the ad delivery process. We require our clients to post a privacy policy that complies with applicable laws, rules and regulations, as well as offer consumers an opt-out that would extend to the Audience Sharing feature.
Right Media Delivers
Right Media delivers the capabilities needed to better connect with consumers online. Moreover, we believe that all members of the online advertising ecosystem will benefit from their adoption: from the consumers who have a more enriched online experience to website publishers who are better able to monetize their available ad space.
Audience Sharing enables buyers and sellers to share, manage and monetize audiences at scale, further reinforcing our position as the leading display advertising exchange that is shaping the marketplace. Audience Sharing provides sellers or segment owners, including data providers AlmondNet Data Division, BlueKai and eXelate, control and transparency when sharing their segments in our marketplace. Buyers or segment users can target audiences from multiple data providers, and Right Media’s platform takes into account user overlap and attributes data according to recency.
For audience-planning, participants see the potential size of the audiences before they buy, reducing the inefficiencies of the learn-as-you-go model. In the Right Media platform, Audience Sharing is accessible to segment owners through the Audience tab and seamlessly integrated into the segment users’ experience.
Trust and privacy are of utmost importance to Right Media and Yahoo!
Right Media is a neutral technology provider for our clients. We understand that some users may not want information collected via cookies used to show them relevant advertising, therefore we support our customers’ efforts to respect this. Before the end of this year, we expect Right Media to be able to support Clear Ad Notice for participating exchange members who offer and respect consumer opt-outs. If a consumer opts out from an RMX member who participates in Clear Ad Notice, the consumer should not be included in Audience Sharing.
Additionally, Right Media continues to prohibit our clients from sending personally identifiable information (PII) to us, and we do not collect PII about consumers during the ad delivery process. We require our clients to post a privacy policy that complies with applicable laws, rules and regulations, as well as offer consumers an opt-out that would extend to the Audience Sharing feature.
Right Media Delivers
Right Media delivers the capabilities needed to better connect with consumers online. Moreover, we believe that all members of the online advertising ecosystem will benefit from their adoption: from the consumers who have a more enriched online experience to website publishers who are better able to monetize their available ad space.
Yahoo's move to add Personalized Retargeting and rebrand its three-year-old Ad Network into Yahoo Network Plus integrates technology from the acquisition of Dapper the Sunnyvale, Calif. company announced in October.
The "Plus" in the name points to the available targeting data, access to ad inventory, and services. Aside from Personalized Retargeting, Yahoo offers behavioral, geographic, demographic, site, weather, search retargeting and a bunch more.
Admitting that Yahoo has failed to market the reach and scope of Yahoo's ad display network, David Zinman, vice president and general manager for display advertising at Yahoo North America, told MediaPost that Yahoo's strong portal brand and collection of content sites doesn't convey much more. "When we surveyed our advertisers, few were aware we're also an ad network," says Zinman. "We wanted to highlight our capabilities as an ad network."
Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion. Personalized Retargeting combines with search retargeting to reach consumers showing interest in specific keywords while searching the Web, but not necessarily landing on the marketer's site.
Retargeting platforms identify consumers, finds them on other sites, and serves up similar ads. Many times dynamic ad creation customizes what Web searchers see based on specific products on an advertiser's site. Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion.
Personalized retargeting, when customized, delivers "significantly greater lift," Zinman says. He says one client continues to see a 97% increase overall. "That's not a fluke," he says. "Most clients are doubling performance, compared with standard retargeting."
It also changes the pricing model, expanding the ability for advertisers to buy retargeting based on performance pricing, rather than CPM. This means expanding pricing based on a cost-per click (CPC) or a cost-per-acquisition (CPA) model. The performance pricing model, a takeoff from search, drives better returns both for advertisers and Yahoo.
Zinman calls personalized retargeting a niche that will grow during the next couple of years. "Personalized retargeting is not yet offered by Microsoft, Google or AOL," he says. "If you know a solution like this offers better performance, you kind of expect the bigger players to be involved."
by Laurie Sullivan
The "Plus" in the name points to the available targeting data, access to ad inventory, and services. Aside from Personalized Retargeting, Yahoo offers behavioral, geographic, demographic, site, weather, search retargeting and a bunch more.
Admitting that Yahoo has failed to market the reach and scope of Yahoo's ad display network, David Zinman, vice president and general manager for display advertising at Yahoo North America, told MediaPost that Yahoo's strong portal brand and collection of content sites doesn't convey much more. "When we surveyed our advertisers, few were aware we're also an ad network," says Zinman. "We wanted to highlight our capabilities as an ad network."
Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion. Personalized Retargeting combines with search retargeting to reach consumers showing interest in specific keywords while searching the Web, but not necessarily landing on the marketer's site.
Retargeting platforms identify consumers, finds them on other sites, and serves up similar ads. Many times dynamic ad creation customizes what Web searchers see based on specific products on an advertiser's site. Retargeting generally produces the best results for display in terms of return on investment for cost per lead or cost per conversion.
Personalized retargeting, when customized, delivers "significantly greater lift," Zinman says. He says one client continues to see a 97% increase overall. "That's not a fluke," he says. "Most clients are doubling performance, compared with standard retargeting."
It also changes the pricing model, expanding the ability for advertisers to buy retargeting based on performance pricing, rather than CPM. This means expanding pricing based on a cost-per click (CPC) or a cost-per-acquisition (CPA) model. The performance pricing model, a takeoff from search, drives better returns both for advertisers and Yahoo.
Zinman calls personalized retargeting a niche that will grow during the next couple of years. "Personalized retargeting is not yet offered by Microsoft, Google or AOL," he says. "If you know a solution like this offers better performance, you kind of expect the bigger players to be involved."
by Laurie Sullivan
Monday, November 1, 2010
Yahoo! rewrites the rules of retargeting, again
Yahoo! is no slouch when it comes to retargeting. After all, when it comes to breakthrough solutions like search retargeting, we invented it. Search retargeting allows advertisers to pinpoint users with display ads based on their search activities.
Let’s say a user has searched “Spider Man,” indicating a strong intent to buy tickets to the latest “Spider Man” film, a Halloween costume, or a figurine based on the film. As an advertiser, you can then target that user across our newly rebranded ad network, Yahoo! Network Plus to help make the sale.
The user gets what they want, the advertiser closes the deal. Everyone’s happy, right? But wait, it gets better.
With our new “Personalized Retargeting,” we can help you tap the potential of interested consumers who visit your website by retargeting them across the Web with personalized creative. It can help you turn prospects into customers at an even higher rate than standard retargeting—and you’ll only pay for clicks or conversions.
Long story short: You can bring back those who have clicked away from your site to engage with you again, encourage them to perform the actions you want, and we will charge you only on a cost-per-click (CPC) or cost-per-action basis (CPA). One of our travel clients was able to see a 97% overall lift in revenue—and a 104% increase in conversion rates.
Retarget with more reach on Yahoo! Network Plus
It’s a lot easier to target a narrow segment of users at scale when you reach massive numbers of them in the first place. Our Yahoo! Network Plus ad network, which combines Yahoo! sites with some of the top publishers on the Web, can reach 86% of the consumers on the Web, the largest reach and page views among any network, according to September’s comScore ad network report.
And, yes, this has to do with our recent acquisition of Dapper. We already delivered the largest, most engaged audience on the Web. With Dapper, that audience gets even larger, with campaigns traversing the Internet and bringing in-house ad technology that powers your campaigns.
With Yahoo! Personalized Retargeting, you’ll now have greater control over your campaigns with performance pricing and leading dynamic creative technologies from Dapper. And as with all user targeting initiatives at Yahoo!, we also reinforce the trust we’ve built with users by putting control in their hands with tools like Ad Interest Manager. On Yahoo! Network Plus, advertisers benefit from this environment of trust through more engaged users and more relevant experiences.
In short, Personalized Retargeting with Yahoo! Network Plus gives advertisers more reach through the biggest network, more scale through access to data to augment site retargeting audiences, and more confidence with the highest quality environments and with industry leading consumer trust initiatives.
Let’s say a user has searched “Spider Man,” indicating a strong intent to buy tickets to the latest “Spider Man” film, a Halloween costume, or a figurine based on the film. As an advertiser, you can then target that user across our newly rebranded ad network, Yahoo! Network Plus to help make the sale.
The user gets what they want, the advertiser closes the deal. Everyone’s happy, right? But wait, it gets better.
With our new “Personalized Retargeting,” we can help you tap the potential of interested consumers who visit your website by retargeting them across the Web with personalized creative. It can help you turn prospects into customers at an even higher rate than standard retargeting—and you’ll only pay for clicks or conversions.
Long story short: You can bring back those who have clicked away from your site to engage with you again, encourage them to perform the actions you want, and we will charge you only on a cost-per-click (CPC) or cost-per-action basis (CPA). One of our travel clients was able to see a 97% overall lift in revenue—and a 104% increase in conversion rates.
Retarget with more reach on Yahoo! Network Plus
It’s a lot easier to target a narrow segment of users at scale when you reach massive numbers of them in the first place. Our Yahoo! Network Plus ad network, which combines Yahoo! sites with some of the top publishers on the Web, can reach 86% of the consumers on the Web, the largest reach and page views among any network, according to September’s comScore ad network report.
And, yes, this has to do with our recent acquisition of Dapper. We already delivered the largest, most engaged audience on the Web. With Dapper, that audience gets even larger, with campaigns traversing the Internet and bringing in-house ad technology that powers your campaigns.
With Yahoo! Personalized Retargeting, you’ll now have greater control over your campaigns with performance pricing and leading dynamic creative technologies from Dapper. And as with all user targeting initiatives at Yahoo!, we also reinforce the trust we’ve built with users by putting control in their hands with tools like Ad Interest Manager. On Yahoo! Network Plus, advertisers benefit from this environment of trust through more engaged users and more relevant experiences.
In short, Personalized Retargeting with Yahoo! Network Plus gives advertisers more reach through the biggest network, more scale through access to data to augment site retargeting audiences, and more confidence with the highest quality environments and with industry leading consumer trust initiatives.
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