The presentations from the Yahoo! Event held on Valentines Day 2012. Some great speakers, all courtesy of Yahoo!

1. Welcome to a joint event of
&
February 14th 2012
#PeriscopixatY

3. Kevin M. Kyer
Director - EMEA Search Marketplaces

4. Elephants
Yahoo! Presentation, Confidential 3

5. The Yahoo! and Microsoft Search Alliance | The
Deal

6. Best converting search engines together
Audience Buying Power Index
Our audience is significant in size,
and in online purchase activity. The
unique searchers on Yahoo! and 250.0
212.8
Microsoft sites (including Yahoo!
Search, Bing, and partners) are: 200.0
150.0 129.1
Likely to spend 112.8% more
100
than the average searcher 100.0
worldwide.
50.0
And likely to spend 64.8%
more than Google searchers 0.0
Microsoft Google Average
worldwide. and Yahoo! Internet
sites
Source: comScore qSearch (custom), November 2011.

7. Efficient Frontier Research - US
“Yahoo!/Bing continues to maintain
roughly a 10% gap from Google
for three consecutive quarters
positioning Yahoo!/Bing as a very
attractive platform for advertisers
seeking better ROI”
“Revenue Per Click (RPC)
disparity between Yahoo!/Bing and
Google has widened this quarter
now showing a 5% gap.
Yahoo!/Bing has pulled ahead
indicating a stronger delivery of
higher quality traffic.”
Source: Efficient Frontier Q3 2011 study

8. What you need to know through transition

9. Transition
Traffic Start of transition
If the account is not optimised
then only adCenter keywords
+ will be active after transition.
500 active 1,500 active
keywords keywords
More than 500 active keywords
Loss of traffic due to the loss
of 1,000 Yahoo! keywords
PRE-TRANSITION POST-TRANSITION
Source: Efficient Frontier Q3 2011 study
Transition

10. Budgets: Ensure your Insertion Orders
are in place for the Joint Marketplace
• Panama and adCenter Insertion
Orders will be required for April 1
(Yahoo! and Microsoft teams)
• An additional Insertion Order will be
required for the Joint Marketplace
(Yahoo! Team)
9

11. what is ?
10

12. Yahoo! is about content
11

13. a search strategy built on our strengths
12

14. evolution
things we’ve done

15. rich ads in search
an engaging brand product, breaking the boundaries of traditional sponsored search
14

16. favicon and official site badge
support users in their brand queries, by giving instant brand recognition and raising trust levels
15

17. persistent masthead
provide users with a search experience opportunity wherever they are on the page
16

18. enriched organic results
help users to find what they need through rich content, without having to interact with blue links
17

19. evolution
things coming up

20. search direct
the fastest Search product in the market: gives search a whole new interface and paradigm
lebron james
new york c
19

21. contextual shortcuts
provide our users with the tools they need to explore further what they want, wherever they want
20

22. new images search
a revamped experience that introduces for the first time a social element to image searching
21

23. connected device
“Mobile is where the world is going to be in the next 3-5 years”
“Within the next 5 years,
mobile search will be in 6 MONTHS:
2011
JAN
bigger than web search. 5.9m UK 31% of all mobile
and what is more, it searches web users (19m)
won’t look anything like
2011
JUL
web search. We believe 8.2m UK 35% of all mobile
searches web users (24m)
it will most likely take
the form of apps that will
solve niche user needs.
It won’t look like search,
25% INCREASE IN
but it will sure use the MOBILE WEB USERS
same data and backend
as search does today”
Shashi Seth
40% INCREASE IN
SVP, Yahoo! Search Products SEARCHES
22
Figures from Comscore H2 2011

24. search apps
dedicated search engine for apps, to shop from the PC with easy downloading to smart phones
23

25. more
other things we are doing

26. more sponsors
helping our users to get the job done
25

27. more results: SRP clean up and algo transition
increase engagement on page and improve relevance for the organic results
26

28. more solutions: the search and display synergy
keywords within display ads that, when clicked on, take user to a Sponsored Search results page
27

29. in conclusion our innovation pillars:
create an innovative and creative search user experience
based on a push content model
provide search opportunities to users that wouldn’t
be exposed to search otherwise
develop an integrated advertising offer to
increase ROI for our advertisers

31. Sean McCarthy
Senior Creative Strategist

32. Agenda
 Creative Strategy Introduction
 Industry Standard Match Types
 Canonical Terms
 The Duplicate Effect
 Yahoo! Match Types
 Advanced Match Best Practices
 Bids/Ad Quality
 Copy Writing Tips
 Quality and Relevance
 Takeaway Points to Remember

33. Creating Turnkey Search Marketing Campaigns
 Yahoo!’s ad-ranking model is a combination of bid and quality
 Creative management’s goal is to drives quality
› Proactive account analysis
› Account structure (which KWs in which ad groups)
› KW selection
› Writing new ads (display urls, titles & descriptions)
› Developing ad testing strategies
› Creating search-focused response to display-focused RFPs
 Better quality = better performance
 More clicks at the same CPC (better rank)
 Same clicks at lower CPC (better quality score at same rank)

34. Match Types - Industry Standards
 Exact Match: Match type that only serves ads for search queries that exactly match the
bidded term
 Phrase Match: Match type that serves ad for exact matches and search queries that
included the bidded term
 Broad Match: Match type that will serve ads for exact matches, phrase matches, and
other search queries deemed relevant to the bidded term as determined by the search
engine
 Negative Match (Excluded terms): Provides advertiser control to prevent ad serving for
queries with the negative term (e.g. Airlines typically negative match the term “crash”)

35. Canonical Terms Explained
Yahoo! search technology takes multiple forms of keywords and maps them to a single primary form
through a process called canonicalization. This could include spelling corrections, plurals and similar
phrases.
Any identical canonical keyword form is a duplicate. As a result, you do not need to bid on every
keyword variation individually. You only need to bid on the term “London Hotel” once to be displayed
for every canonical keyword variation.

36. The Duplicate Effect
The term “Holiday in Spain” appears in different ad groups, the example below shows how
duplicates can cause internal competition and inflate CPCs.
The bids and the QI scores work together to affect CPC as well as ranking. By removing the
second keyword, there may be a positive impact on floor CPCs (i.e. lower minimum bid).

37. Yahoo! Match Types

38. Advanced Match Best Practices
 Before converting a Google bulksheet to Yahoo!, remove Excluded Words which are all or part of your
bidded term
› Having these excluded words will not remove Standard Match traffic (as on Google)
› This will actually block your most relevant Advanced Match queries (via Subphrase Match & Units). Revisit
your accounts to ensure you’re not limiting traffic.
 When adding Excluded Words, avoid adding similar phrases as you may be duplicating efforts
› EXAMPLE: “tie”, “dye” and “tie dye”
› Do not add multiple Excluded Words that roll up into the same canonical
› EXAMPLE: “shoe” and “shoes” – only need to add one
 Avoid long phrases, as we will only exclude you from serving if we find the full phrase in the query
 Remember that you CAN block part of your bidded term, but you will always serve via Standard Match

39. How Bids/Ad Quality Affect Position
The minimum bid is the bid Position Min Bid Max Bid
required for the advertiser 1 £ 3.00 £ 5.00
with the best ad quality to
obtain that position 2 £ 2.80 £ 4.75
The maximum bid is what it will 3 £ 2.70 £ 4.50
take the advertiser with the 4 £ 2.50 £ 4.30
worst ad quality to obtain
that position 5 £ 2.00 £ 3.75
6 £ 1.75 £ 3.45
7 £ 1.60 £ 3.15
8 £ 1.50 £ 2.80
9 £ 1.25 £ 2.60
10 £ 1.10 £ 2.40

40. SERP and Copy Best Practices
 With more granular ad control, copy can be very targeted to the search query; advertisers can maximize bolding to increase CTR, and
therefore, average position without raising bids.
Overall, focus copy on responding to the search query with specificity, clarity, relevance and competitive advantages.
 The search term is your key click incentive – by using the search term in both the T&D can increase CTR by as much as 50%.
 Always test.

41. Quality and Relevance
 Increase ad quality across the board. Better ads protect against new entrants and displacement by competition.
Higher quality scores can reduce CPCs and increase the total amount clicks that can be captured through increased
CTR.
 By lining up the ads and landing pages, conversion rates should increase. Revise destination URLs to avoid generic
landing page and use deep links to improve relevancy.
 A display URL is an easy way to let user feel confident that the site content is relevant. Writing more specific display
URLs is also an good opportunity to add another line of text - www.textlocal.com/SMS.
 Turn ad optimization on and test multiple ads. Keep poor-performing ads from being shown in equal rotation with
high-performing ads, which could negatively affect your CTRs, QIs and potential sales. Testing different ad variations
can help you identify the most effective messaging. Remember, but doing nothing, your QI can still fall.
 Use keyword insertion to increase relevancy. Using the search term in both the T&D can increase CTR by as much as
50%.

42. The Structure of the Account is the Foundation
Group keywords by term type and theme. By granularly structuring ad groups, more
targeted copy can be assigned to a more relevant set of keywords. By increasing ad
quality you can likely lift CTR - making higher ad positions cheaper or decreasing your
CPC to maintain a certain position
Isolate top-performing, high-volume keywords and eliminate variables. Higher impression
keywords have a greater influence on not only which ad will serves, but also what the QI
for an ad group will be. Therefore, by grouping high- and low-volume keywords together,
you could be masking the true performance of an ad group. By isolating your top-volume,
higher-value keywords, you have more transparency on what decisions to make next
(better ad testing, bid changes, more specific display URL, budgeting).
Separate brand vs. unbranded. To allow for effective budgeting, you should always
separate brand from unbranded terms..

44. Mark Brooks
Media Sales, UK Display Team

45. Agenda
 Driving performance through Display
 Creative Examples
 Synergy of Search & Display in driving consumers through the
purchase funnel
 Optimizing Search & Display in the marketing mix: Best practices and
Success stories
2

46. The Importance of both: Search and Display
Advertisers spent
£18,986 million
worldwide across all
display formats in 2011 key strength:
Expected growth 2012: mass reach
+16.8%
Advertisers spent
£26,478 million
worldwide on sponsored key strength:
search in 2011
Expected growth 2012: highly targeted
+15.2%

47. Display ads drive searches
9% I investigated the product, brand or
company through social media or
message boards
21%
I typed the company Web address
2/3 of Online into browser and navigated to the
37% Users Have site
Taken Action 27%
63% I searched for the product, brand
Based on an or company using a search engine
Online Ad
31% I clicked on the ad itself
Responded to Online Display Ads
Did not respond to Online Display Ads
When display ads drive an immediate response, it is as likely to take the form of a
search as it is an ad click
Source: Commissioned Custom Research Study by Forrester Consulting on behalf of iProspect, January 2009, Base: US Online Consumers, N=1575 4

48. The power of Display advertising
• There are more than 90 ad formats available on Yahoo!
• A front page ad on Yahoo! can receive more than 19 million impressions
All available formats can be
found on our ad specs site

49. Agenda
 Driving performance through Display
 Creative Examples
 Synergy of Search & Display in driving consumers through the
purchase funnel
 Optimizing Search & Display in the marketing mix: Best practices and
Success stories
6

50. Creative Examples - 3D Brochure, Yahoo HP
Advertiser Renault / Y! Category Autos
Demo Link

51. Creative Examples – Automotive Advertisers
Yahoo Lifestyle
Yahoo Cars UK 360,000 UU’s UK
2.6M UU’s

52. Creative Examples – Retail Advertisers
Yahoo Lifestyle
UK
2.6M UU’s Yahoo
Eurosport UK
3.4M UU’s

53. What is your END goal?
 Drive purchases? Source leads?
 Turning to display to drive traffic to search?
 Changing consumers perceptions about your brand?
.

54. Drive sales with Yahoo DR Network
Exclusive
 Y! DR Yahoo!
Inventory
Network
– 83.1% reach
– IASH founder
member Yahoo!
Publisher
Network
– Engaged, quality
users Top 250 sites.
– Safe environment
Targeted media
buying.
where brands are
protected

55. Agenda
 Driving performance through Display
 Creative Examples
 Search & Display are synergistic in driving consumers through the
purchase funnel
 Optimizing Search & Display in the marketing mix: Best practices and
Success stories

56. Target customers throughout the funnel process
Intent to
Awareness Favorability Consideration
purchase Purchase
Reaches potential Gets its best returns when
customers at every point a prospect is already near
along the funnel the purchasing moment

57. Integration for a greater effectiveness
the total of the two combined is
SEARCH causes GREATER than the sum of its parts
greater sales lifts
than display (because
it is more targeted)
DISPLAY has much
wider reach, its effect
on total sales
volume is greater

58. Online purchases are boosted from higher search
conversion rates after exposure to display ads
.57%
83% Lift in
YES Conversion
Rate
Exposed Conversion
Rate
to Graphical
Advertising?
.31%
NO
Conversion
Rate
Source: Media Contacts Insight; March 2010

59. There’s a lot going on beyond the click
LIFT IN SEARCH
DUE TO DISPLAY EXPOSURE
AVERAGE LIFT:
155%
Source: Specific Media Study, 2008

60. Agenda
 Driving performance through Display
 Creative Examples
 Search & Display are synergistic in driving consumers through the
purchase funnel
 Optimizing Search & Display in the marketing mix: Best practices
and Success stories
17

61. Drive Better Results with Search Retargeting
Search Retargeting enables you to:
• Reach searchers interested in your brand or product offering and reduce
CPA with targeting
• Deliver display campaigns on Yahoo! sites with the highest composition
and engagement of prospects by category
• Customize your brand message
TYPE OF SEARCHER YAHOO! PROPERTY
Retail Movies, Lifestyle, omg!, Video, TV
Tech News, TV, Movies, Cars
Auto Cars, Maps, Movies, TV
Finance Finance, Maps, Autos
Telco Lifestyle, TV, Movies, Cars
Pharma Lifestyle, Movies, Maps

62. Success Story
Search and Display working in tandem for Sykes Cottages
# of property owner registrations on the site
Goals:
# of holiday-maker registrations/bookings on the site
 Yahoo! helped Sykes Cottages reach its target audiences with the science of
targeting
 Audiences targeted: property owners men 55+ & holiday makers women 35+
 Behavioural Targeting: ‘Investment’ ,‘Golf’ and ‘Vacations’ ,‘Destinations’
Conversions Average daily search
+5% to +12.5% clicks +28%
CPA fell by Conversions
around 5% +35%

63. Summary
Display and Search together are more powerful than either
Match made in heaven advertising solution alone
An integrated campaign will deliver against multiple campaign
A win-win solution goals and objectives
With so many ad formats available, the digital canvas is a stage on
Time to shine which your brand can shine
Integrated campaigns boost online conversions by up to 83% and
Boost your sales offline sales by up to 119%
Yahoo! continues to deliver first-class advertising solutions in both
The perfect partner Search and Display

65. Yahoo! Academy
Audience Targeting

66. The Yahoo! Formula of Advertising Success
Precision targeting powered by Custom programmes and real-time Target relevant, engaged audiences
data, ground-breaking science and creative optimisation capabilities at scale. Locally, regionally and
trust. that build your business. globally.

67. The Evolution of Audience Targeting
Early days Reality for years Today
We have so much data we can Lots of data, lots of targeting Getting very close to one-to-one
easily tailor every ad. products. marketing.
One-to-one marketing nirvana!! Often without good results. Great! (and a bit scary)
The User Behind the
Available Impression
Quantity Multiple
Sources

68. Targeting and Data
Whatever kind of targeting – geographic,
demographic, behavioural - it’s all smart, it’s all
personal, and it’s all relevant. There’s no downside
to any type of targeting, unless it doesn’t work.
Tom Kelly | COO,Safecount, eMarketer interview
The main unit of currency for online
advertising is data.
David Hallerman | Senior Analyst, eMarketer
Online Targeting is the worst form of targeting
with the exception of all others.
Repurposed and rephrased Winston Churchill quote on democracy

69. Precision and Relevance
Increase your chances of success by:
 Reaching your audience in an environment
and at a time that is relevant and carefully
defined.
 Aligning your advertising messages with
your audience’s passions and interests.
Audience targeting is about getting
your message in front of a precisely Consumers will look at
pre-defined audience. It works personally relevant ads for 25
because it has relevance at its percent longer than ads that are
heart. not personally relevant to them.
Yahoo! Power of Relevancy April 2011

70. The Science Behind Audience Targeting
Anonymous Yahoo! User
Yahoo! data Third-party data
Male, 25, SW England,
Searches for Dubai hotels
& mobile phones, likes
rugby

71. The Importance of Trust
Yahoo! and Ad Choices The Benefits
Yahoo! was the first large internet publisher to pilot a  The ability to offer
scheme designed to give consumers in Europe easily consumers the confidence
accessible information on how online advertising works.
that the ads they are
receiving are from a trusted
Ad Choices reinforces transparency by giving
source.
consumers control and meaningful choice in the data
they share.
The Ad Interest Manager tool allows consumers to
influence and manage the types of ads they see and the
option to opt out of interest-based advertising.

72. Targeting Tools and Solutions

73. The Basics
Geographic Demographic Time-of-day
 Location data from activity on Target specific audiences Serve up just the right message
Yahoo! sites based on age, gender and at the time right for the right
sometimes income. user
 IP address
 Visitor registration data
Helpful Tip
Increase relevance and
performance by targeting
multiple geographic audiences
simultaneously with customised
messages for each region

74. Context-based Targeting
Context-based targeting
 The placement of advertising within a related or
relevant environment.
Contextually relevant advertising
provokes an emotional response
almost double that without such
relevance.
Yahoo! Power of Relevance 2011

75. Behavioural Targeting
The Benefits
 Actively interested prospects.
 An opportunity for messaging to reflect
the prospects stage in the purchase
process.
 The power of advertising relevance.
Targeting ads to consumers
whose recent behaviours online
indicate that your product or
service category is relevant to
them.
Yahoo! Power of Relevancy April 2011

76. Yahoo! Behavioral Targeting – How it works
Varying ProductRelevant Users
Identify Users Purchase Cycles
Rewarding Good Behaviour
Match Most to the Models We analyzed predictive patterns for purchase
cycles in 100s of product categories
In each category, we built models to describe
behaviour most likely to lead to an ad response
(i.e. click).
We scored each Yahoo! user for his fit with every
category…daily.
Target your ads to users who get highest
‘relevance’ scores in the targeting categories you
choose

77. Site Retargeting
The Pros The Cons
 Serves ads based on known interaction with  Recency or frequency of user behaviour and
a brand or particular campaign messaging. the importance those factors as indicators of
relevance aren’t always a part of basic
 Can be used to encourage up and cross- retargeting.
selling.
 Previous behaviour is often not the best
predictor of future behaviour.

78. Direct Response
Yahoo! DR
Scalable performance advertising.
Attracting and influencing new and Target Reach
existing users to the point of audience
purchase for our advertisers.
DR
People Data
Technology

79. Yahoo! Dynamic DR
The opportunity to tailor ads to individual
consumers, with offers personally relevant
to them.
The ads know what they want,
and when they want it.
Yahoo! Power of Relevancy April 2011

80. Dynamic DR - Personalized Advertising !
Messages
Right Audience
Images
Right Messages
Products
Right Products
Right Drivers
CTAs and Offers

81. Creative Optimization – Dynamic DR
Dynamic Generation and Optimization of Rich Media Ads
Combination of three technologies:
Dynamic ad generation
A flexible ad unit that can have millions of variations
Automated optimization
A smart server that will experiment to find the best
performing variation for each user
Highly targeted ad inventory
More targeting data enables better decisions regarding
which variation to show – and Yahoo has the most
highly targeted inventory in the world
17

82. Consumer Connect
40,000 mutual active users
We combine our extensive online data with
Nectar’s offline behavioural insight, enabling
us to present ads to the most appropriate
audience segments available.

83. Consumer Connect
#1 #2
TARGET
most relevant MEASURE
consumers based sales impact on
on purchase history advertised brand
to achieve goals using actual
sales data

84. UK Case Study
Objective
In a highly competitive seasonal
environment, Cadbury wanted to drive sales +51%
of their Creme Egg product
sales difference
Target
Buyers of Creme Egg products in the
previous Easter season as well as buyers
of seasonal competitive chocolate egg
products
3.23 ROI
Media
15 million impressions

85. Audience Match
+ =
Yahoo! Experian Insight & Better Connections Between
Audience Data Marketing Tools Audiences and Ads
 Increased relevance of ads
The
 Reach the right audience
Benefits
 Timely and appropriate messages

86. Influencing the Purchase Funnel
Audience Behavioural Direct Yahoo! Search
Match Targeting Response Dynamic DR Retargeting Impact at Scale
Brand awareness
Purchase intent
Conversion

87. The Goals What We Did
 Increase the number of property  Targeting property owners across Real Estate and Finance
owner registrations made via its content on Yahoo! sites in the UK and IP targeting inventory on
website yahoo.com
 Boost the number of  Demographic targeting captured the right segments
holidaymaker registrations and  Behavioural Targeting connected brand and audience via
bookings made through its ‘Investment’ and ‘Golf’ segments
website
 Travel placements captured the holidaymaker audiences along
with Behaviourally Targeted inventory specific to ‘Destinations’
and ‘Vacations’ segments
The Target Audiences
 Property owners
 Holidaymakers
“Our overall number of conversions increased by
 Men of 55 years of age or more
between 5%-12.5% while the banners were
and women 35-years and older running. The CPA was lower than our historical
average, falling by around 5%” Sykes Cottages

88. Solutions for Automotive Brands
Audience Behavioural Direct Retargeting
Yahoo!
Match Targeting Response Search
Find people who fit your audience
profile
Capture the hottest leads
Reach consumers who are in the
market for your product
Find people in new markets
Retarget users to stay front of
mind

89. Solutions for Entertainment Brands
Audience Behavioural Yahoo! Yahoo!
Match Targeting Search Dynamic DR
Targeting gamers with specific
interests or consoles
Reaching everyone from adventure
film to sci-fi lovers
Targeting response advertising to
appeal to specific audiences

90. Solutions for Finance Brands
Behavioural Direct
Targeting Response
Reaching people seeking specific
brand names
Reaching people who are in the
market for a mortgage
Targeting shoppers looking for real
estate investment
Reaching people who are
refinancing
Pinpointing highly interested
shoppers and retarget

91. Solutions for FMCG Brands
Audience Behavioural Consumer Yahoo!
Match Targeting Connect Search
Target segments based on off-line
purchasing habits
Pinpoint your target audience with
granular segments
Reach your audience via more than
25 FMCG audience categories
40,000 mutual active users
Capture your hottest leads

92. Solutions for Retail Brands
Direct Behavioural Yahoo!
Response Targeting Dynamic DR
Turning window shoppers into loyal
customers
Marketing 50 different products but
need to test best conversions
Finding just the right shopper for
your products

93. Yahoo! Academy Session Review
 The nirvana of one-to-one marketing is now a reality
Audience
Targeting  Audience targeting exercises and harnesses ‘the power of relevance’
Depth and Breadth of Data Targeting Tools
Yahoo! We combine our data with that Our targeting solutions help you
of third parties for insights that influence every stage of the
Audience are great in breadth and depth. purchase funnel.
Targeting
Yahoo! user data Self-reporting Direct Response
Third party data Context-based Yahoo! Dynamic DR
Deep Science
We convert data into actionable Site retargeting Consumer Connect
insights so that you can get
closer to your audience. Behavioural Audience Match