Best Practices With Yahoo's Partner Network

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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.

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  • Good afternoon everyone, I am excited to be here…even at the end of the day
  • 2700 searches per second
  • What % of our US search volume comes from Partners?A)10%b) 55%C) 25%(CLICK)Answer is B. Over half of the volume in Search comes from North America Partners. This brings massive additional reach, unique audiences with tail and torso keywords and ROI to your advertisers.(CLICK)
  • User asks what can I Do next?
  • Bold metrics (
  • Best Practices With Yahoo's Partner Network

    1. 1. 1Yahoo! Center of Revenue Search Optimization FYI Lindsay Johnson, Center of Revenue Lead Global Business Development and Partnerships
    2. 2. 2Yahoo! Center of Revenue Annual US Search Volume 88B 300+500%M Number of Partners 85% Advertisers opted in the Partner Network Larger than Bing Partner Network Why am I here? Yahoo! Presentation, Confidential
    3. 3. 3Yahoo! Center of Revenue Q: What is the single biggest driver of ad CTR and RPM?
    4. 4. 4Yahoo! Center of Revenue Page Placement1st Fold 2nd Fold 3rd Fold Yahoo! Presentation, Confidential
    5. 5. 5Yahoo! Center of Revenue Article Page Placement Y! Sports page – reduced by 700% Article Content Comments Section Invisible Ads Optimal placement Article Content
    6. 6. 6Yahoo! Center of Revenue UI The Most Under Appreciated Optimization
    7. 7. 7Yahoo! Center of Revenue Prezi
    8. 8. 8Yahoo! Center of Revenue Increased Spacing BEFORE AFTER ***Expected RPS Increase of 1.5% US SERP Only Yahoo! Presentation, Confidential
    9. 9. 9Yahoo! Center of Revenue 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
    10. 10. 10Yahoo! Center of Revenue 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
    11. 11. 11Yahoo! Center of Revenue o Before o Partner wanted to improve their CTR on ads and overall look and feel of text ads across their network o How Yahoo! Helped o With COR, Partner tested products including: Favicons, Local Ad Extensions, Official Site Badge, Labeling of Ads o Result o Largest page yield reached by combining Favicons & Local Ad Extensions o 113% CTR Lift o 112% RPM Lift Ad Extension Case Study Yahoo! Presentation, Confidential
    12. 12. 12Yahoo! Center of Revenue Mobile Case Study o Before o Partner wanted to improve mobile monetization on shopping sites o How Yahoo! Helped o COR worked with Partner to optimize sites for mobile traffic utilizing mobile best practices o Partner also worked with ImageAdvantage to provide thumbnails next to ads o Result o By optimizing site for mobile, there was a 1543% RPM lift driven by 1540% CTR lift
    13. 13. 13Yahoo! Center of Revenue Q&A
    14. 14. 14Yahoo! Center of Revenue Thank You! Lindsay Johnson, Center of Revenue Lead Global Business Development and Partnerships Email: Lindsayj@yahoo-inc.com

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