Search Retargeting 101C bi i th f f h ith th h f di lCombining the performance of search with the reach of display

thinkLA: Search 101 – April 24, 2012

Search and Display

Search and Display advertising are very different. The greatest differences are cultural

Search and Display are converging.Display can power searchSearch data is targeting display (Search Retargeting)

Display Powers Searches Display drove 155% lift in Search Activity v Non‐ExposedDisplay drove 155% lift in Search Activity v. Non‐Exposed

Key finding: y gNearly 1/3 of all Internet users respond to a display

d iadvertisement by performing a search.

Source: Yahoo! /Specific Media Study/iProspect, 2009

Display powers Search resultsA more impactful, online advertising experience

•• Exposure to display leads Exposure to display leads to to increased searchingincreased searching

p , g p

•• Display ads result in Display ads result in significant increases in significant increases in related brandrelated brand--term searchesterm searches

•• Observed Observed 83% lift in search 83% lift in search conversion rateconversion rate11 when a when a searcher was also exposed to searcher was also exposed to graphical advertisinggraphical advertisinggraphical advertising graphical advertising

•• Maximizes a campaign's Maximizes a campaign's effectivenesseffectiveness by creating a by creating a single online advertising single online advertising g gg gexperience for usersexperience for users

4

Source: Media Contacts Insight; March 2010

What is Search Retargeting?

It’ t ti l ti th t bl tIt’s a targeting solution that enables you to:Deliver your message to prospects who have actively demonstrated interest or intent for your brand or product category through a search query.Deliver that message beyond the standard search engine results page (SERP).Deliver that message multiple times.Deliver that message using rich display creative.

4/24/20125Yahoo! Presentation, Confidential

With Search Retargeting display ads appear within seconds on sites

How Search Retargeting WorksUser conducts a search for a particular product1 Search results for that product appear on the search results page2 With Search Retargeting, display ads appear within seconds on sites

the user visits on Yahoo!3

running shoes

Yahoo! Presentation, Confidential

O 350 illiOver 350 million h d ilsearches daily

Yahoo! Presentation, Confidential Source: Yahoo! Internal data

Search data on Yahoo!

680 million 680 million unique visitors worldwide

180 million180 millionunique visitors in the U.S.

33 dd11.6 billion11.6 billionvisits per month globally

33rdrd most most visited site visited site

in the U.S.

Average

26 visits 26 visits 4.7 billion 4.7 billion per consumer per month in the U.S visits per month in the U.S.

Yahoo! Presentation, Confidential comScore Media Metrix, U.S. and Worldwide, March 2011

Advertising inventory on Yahoo!

Two Flavors of Yahoo! Search Retargeting

• Easily plan campaigns using pre-built keyword categories.

• Leverages Yahoo!’s proprietary keyword expansion technologies for high-performing scale.

Search SelectSearch Select

• Advertiser-selected keyword groups based on your optimized keyword lists.

Custom Custom Search Search

• Greater flexibility and control.RetargetingRetargeting

Search engine results page 1

Many Search Campaigns Need More ScaleSearch engine results page 3g p gSearch engine results page 3

60% of search referrals are from the top three positions on Your Text Ad Here

the search engine results page

Your Text Ad Here

Many Brand campaigns need more impact

Deliver marketing messages with moreDeliver marketing messages with more branding impact.

Clarify positioning against competitors.

C t l b d“5 Worst U.S. Banks

for Consumers”

Yahoo! Presentation, Confidential

Control your brand message.“Economic Doomsday

Ahead”

“Financial Crisis Not Over”

Continue the Conversation with Qualified Searchers

Y! Premium

Y! Network PlusAd Formats& Devices

Sea c e s

Y! Premium Display

AwarenessTarget expensive upper funnel keywords more efficiently

Engagement & Search RetargetingDrive searchers through

y y

Deliver your message to qualified searchersg g

Consideration

Action &

gthe purchase cycle

qualified searchers

Retain valuable customers Action & Retention

Yahoo! Presentation, Confidential

and increase loyalty

Dynamic Creative & Personalized Search RetargetingPersonalized Search Retargeting

the reach and

engaging effect of

the granular

intent capture of

displayeffect of

displaythe scale and the scale and

personalization

searchcapture of search

personalization of dynamic creative

Yahoo! Presentation, Confidential

Yahoo! Search RetargetingYahoo! Search Retargeting Case Studies

Online RetailerSoftware Company

A t ti CAutomotive Company

Giving Advertisers a Second Chance

The Results

44A premium online shoe retailer wanted to go beyond search engine marketing to reach customers interested who are searching for their

The Background

Conversion Lift4x4xcustomers interested who are searching for their products but are not yet familiar with their brand.

High PPC’s and competition make it difficult to i t d t f l h t

The Challenge

79%79% Increase in ROI

win top ad spots for popular search terms.Limited ability to showcase brand through small text ads.

The SolutionLeveraging intent signals from search, the online shoe retailer created tightly themed custom search retargeting keywords for their different lines of b siness as ell as brand terms and

The Solution

Yahoo! Presentation, Confidential

lines of business, as well as brand terms and competitor terms.

Generating Conversions at Scale

• Leading software company• Generate conversions at scale while hitting

aggressive ROI targets

The Challenge

gg g

• Created several custom themed search retargeting segments

The Solution

retargeting segments• Implemented portfolio approach with other

targeting tactics to achieve performance at scale

conversions delivered through search retargeting

The Results

+20%+20% Combine the performance of

130M130M impressions delivered over the course of 4 months

psearch with the reach of display

Search Retargeting Drives Results

• Leading import automotive company• Reach audiences who have displayed interest

in automotives at scale

The Challenge

in automotives at scale

• Combined Search Select and Custom SearchThe Solution

Combined Search Select and Custom Search Retargeting with Behavioral Targeting to increase reach to qualified audiences.

The Results

increase in campaign impressions

The Results

20%20%33M33M impressions delivered over the

course of 2 months

Rev Up Your Auto Advertiser Car SalesA 2012 Yahoo! Insights Auto Study found:

Consumers engaging with automotive brands in the 3 months leading to purchase are fickle.3 months leading to purchase are fickle.› Manufacturers should be aggressive with

consumers who seek them out:• Search Retargeting can build on the interest g g

generated from search & site visits.• Use Search Retargeting for consumers who search

for your brand, but don’t visit your site.

Consumers engage with non-automotive related content online while shopping for their next vehicle.› Use Search Retargeting to reach in market car

buyers when they are consuming non auto specific

4/24/201218

buyers when they are consuming non-auto specific content.

For more on Yahoo! Search Retargeting…L liLearn more online

Search Retargeting Webinar

Recent Case Study

Recent Yahoo! Insights Study on Auto Shopper Behavior

C t t Y h ! A t E tiContact your Yahoo! Account Executive

Contact today’s presenter: y pDavid Caswell, Product Manager, Search Retargeting caswelld@yahoo-inc.com

Th kTh kThank Thank You!You!Q&AQ&AYou!You!