best practices with yahoo's partner network
DESCRIPTION
This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Come learn more about Yahoo’s large Search Affiliate Network and best practices on how to better monetize your site, including creative ways to optimize your mobile traffic.TRANSCRIPT
1Yahoo! Center of Revenue
Search Optimization FYI Lindsay Johnson, Center of Revenue Lead
Global Business Development and Partnerships
2Yahoo! Center of Revenue
Annual US Search Volume
88B 300+500%MNumber of Partners
85%Advertisers opted in the Partner Network Larger than Bing
Partner Network
Why am I here?
Yahoo! Presentation, Confidential
3Yahoo! Center of Revenue
Q: What is the single biggest driver of ad CTR and RPM?
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Page Placement1st Fold 2nd Fold 3rd Fold
FYahoo! Presentation, Confidential
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Article Page Placement
Y! Sports page – reduced by 700%
Article Content
Comments Section
Invisible AdsOptimal placement
Article Content
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UI The Most Under Appreciated Optimization
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Increased SpacingBEFORE AFTER
***Expected RPS Increase of 1.5%US SERP Only
Yahoo! Presentation, Confidential
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Previous
Current/Optimized
•Label Ads as “Sponsored Results” in top right
•North/South: label Ads as “Ads related to <query>” in top left
•East: label Ads as “Ads”
Case Study: We have seen an estimated 4% lift in CTR
Ad Labeling
Yahoo! Presentation, Confidential
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In US Y! Search, Click-Through Rate (CTR) for ads with Favicon improves approximately 5-8% comparing with ads without Favicon.
*For illustrative purposes only. Results may vary
FavIcon
Yahoo! Presentation, Confidential
11Yahoo! Center of Revenue
o Beforeo Partner wanted to improve
their CTR on ads and overall look and feel of text ads across their network
o How Yahoo! Helpedo With COR, Partner tested
products including: Favicons, Local Ad Extensions, Official Site Badge, Labeling of Ads
o Resulto Largest page yield reached by
combining Favicons & Local Ad Extensions
o 113% CTR Lifto 112% RPM Lift
Ad Extension Case Study
Yahoo! Presentation, Confidential
12Yahoo! Center of Revenue
Mobile Case Studyo Before
o Partner wanted to improve mobile monetization on shopping sites
o How Yahoo! Helpedo COR worked with Partner to optimize sites for mobile traffic utilizing mobile best practiceso Partner also worked with ImageAdvantage to provide thumbnails next to ads
o Resulto By optimizing site for mobile, there was a 1543% RPM lift driven by 1540% CTR lift
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Q&A
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Thank You!Lindsay Johnson, Center of Revenue Lead
Global Business Development and Partnerships
Email: [email protected]