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QUICK START GUIDEDisplay Tracking w/ Full

Analytics

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Search & Display Facts

• “When marketers supplement search with display impressions, they get a significant lift in conversions.  Unfortunately, most advertisers that run both search and display are unaware of this...” 1

• “users exposed to both search and display ads convert at a higher rate: an average of 22 percent better than search alone and 400 percent better than display only.” 1

• Alltel Study: “users who clicked on search ads who were also exposed to display were 56% more likely to purchase from Alltel than those only exposed to search, illustrating a significant synergy between the two.” 1

• “For the studies in which both retailers’ online and offline sales were analyzed, for periods ranging from two weeks to three months after the initial exposure to an online display ad, the incremental online sales lift was 27 percent and offline sales lift was 17

percent.” 2

1. http://www.atlassolutions.com/institute_engagementmapping.aspx

2. http://www.comscore.com/press/release.asp?press=2587

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The ‘Full Analytics’ Factor

Sponsored SearchYahoo!’s Full Analytics provides advertisers with the ability to track the performance of your Sponsored Search Ads (pay-per-click) campaigns, ad groups, and search keywords.

DisplayYahoo!’s Full Analytics also provides advertisers with the ability to track the performance of Display Ads such as SmartAds, RightMedia ads, or Yahoo! My Display ads

AssistsTo understand how Sponsored Search and Display ads support each other, Yahoo!’s Full Analytics provides the Assist report.

Assists allow an advertiser to see how many times one ad contributed to the conversion of another ad.

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Display & Search Can Assist Each Other

Visitors may first click on a display ad but later convert off a Yahoo! search ad.

Visitors may first click on a Yahoo! search adbut later convert off a display ad.

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Campaign Report

The ‘Personals Display Ad’ campaign Assisted in converting 312 additional campaigns

The ‘Personals Search Ad’ campaign Assisted in Converting 121 additional campaigns

•The Personals Display ad Converted 378 times on its own

•The Personals Search ad Converted 59 times on its own

Drill Down

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Personals Display Ad campaign, drilled down…..

•The ‘San Diego Display Ad’ Assisted in converting 203 additional campaigns

•The ‘Detroit Display Ad’ Assisted in Converting 109 additional campaigns

•The San Diego Display Ad Converted 201 times on its own

•The Detroit Display Ad Converted 177 times on its own

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How Do I Track Display Ads?

Step1:Add Yahoo’s Full Analytics tracking scripts to your web site

• Add the Universal script to your landing page

• Add the Prospect and Universal script to yourSign-Up or Add-To-Cart Page*

• Add the Conversion and Universal Script to yourConfirmation page

Step 2:Add Yahoo! parameters to the end of your display ad URL

• Add ysmcpn=Your+Campaign+Name+Here

• Add ysmgrp=Your+Ad+Name+Here

• Add ysmchn=YAH

• Add ysmtac=AD

* Adding Prospect script is optional

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Example: Appended Ad Display URL

Note: If the display URL does not have a “?” in it already, then append a “?” before adding theYahoo! parameters. Each Yahoo! parameter thereafter is separated by a “&”. Multiple word parameters are separated by a “+”.

www.personals.yahoo.com?ysmcpn=Personals+Display+Ad&ysmgrp=Detroit+Display+Ad&ysmchn=YAH&ysmtac=AD

Example 1:

Example 2:

Note: If the display URL already has a “?” in it, then append a “&” before adding the Yahoo! parameters. Each Yahoo! parameter thereafter is separated by a “&”. Multiple word parameters are separated by a “+”.

www.personals.yahoo.com/ysm1?src=123&ysmcpn=Personals+Display+Ad&ysmgrp=Detroit+Display+Ad&ysmchn=YAH&ysmtac=AD

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Example: Parameter Definitions

ysmcpn=Personals+Display+Ad Your campaign name (ex: RightMedia or SmartAds, etc)

ysmgrp=Detroit Display Ad Your descriptive ad name (ex: Ad1 or Laptop Ad or Spring+ Sale Ad)

ysmchn=YAH The channel where the is ad hosted (in this case Yahoo)

ysmtac=AD The type of campaign you are running (in this case Advertisement)

www.personals.yahoo.com/?ysmcpn=Personals+Display+Ad&ysmgrp=Detroit+Display+Ad&ysmchn=YAH&ysmtac=AD

Example 1:

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Contact : Please reach out to your Account Manager or Technical Account manager

THANK YOU