best practices with yahoo's partner network

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?

4Yahoo! Center of Revenue

Page Placement1st Fold 2nd Fold 3rd Fold

FYahoo! Presentation, Confidential

5Yahoo! Center of Revenue

Article Page Placement

Y! Sports page – reduced by 700%

Article Content

Comments Section

Invisible AdsOptimal placement

Article Content

6Yahoo! Center of Revenue

UI The Most Under Appreciated Optimization

7Yahoo! Center of Revenue

Prezi

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Increased SpacingBEFORE AFTER

***Expected RPS Increase of 1.5%US SERP Only

Yahoo! Presentation, Confidential

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

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

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

14Yahoo! Center of Revenue

Thank You!Lindsay Johnson, Center of Revenue Lead

Global Business Development and Partnerships

Email: Lindsayj@yahoo-inc.com