Yahoo! India has launched a new Yahoo! Search Marketing (YSM) platform. The new platform will enable the advertisers to do more with their campaigns and gain a higher return on their investments by targeting relevant customers.
The platform includes various features like a new ad ranking model, ad testing and enhanced conversion tracking, goal-based campaign optimization and an easy-to-use control panel.
Ad ranking model rewards advertisers for focusing on the things that improve a search users’ experience. Ad testing allows advertisers to test multiple versions of their ads to determine the message that works best for their customers. The conversion tracking system will track campaigns that convert immediately and also the campaigns that contribute over time through deferred transactions. Goal based campaign optimization model helps the advertisers who are trying to hit business metrics such as CPA or ROI. The platform can automatically adjust their ad rotation and bids. The control panel helps advertisers zero in on what’s working and what’s not.
“Yahoo!’s new technologies and features encourage more participation in the growing area of search advertising to make us a ‘must-buy’ in advertisers’ marketing mix. We are very excited to introduce this new platform, which makes it easier for marketers to understand the performance of their campaigns and experiment more frequently with the medium, “said Prashant Mehta, vice president and head, advertisers and partner group, emerging markets Yahoo! Inc.
“The new and more powerful Yahoo! Search Marketing platform will enable marketers to manage their campaigns with ease and potentially derive improved ROI,” said Sandeep Deshpande, GM, search marketing and small business, Yahoo! India.