PPC Beyond Search: New Ad Formats, Display, and Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads – often managed through the same platform – as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets.
Retargeting is a way to improve conversions. Retargeting works by keeping track of people who visit your site and then displaying your ads to them as they visit other sites. Only 2% of users convert on the first visit; retargeting recaptures the other 98%.
Yahoo Smart Ads personalize and optimize each ad to each user, enabling us to deliver on our marketing objectives which will help awareness, engagement and conversion. A recent study conducted by the Yahoo! team showed a 2300% increase in conversion. In this article, Milestone explains what you should focus on to run a successful campaign.
To read the full article, go to Milestone Insights.