The once dominant search engine is seeking new ways to generate advertising revenue with an intriguing, and potentially highly engaging ad format - image-based product ads, which already exist on Google and Bing. With Product Ads, advertisers have the ability to reach across the web with rich images of the products. A handful of retailers are already trying out this format on Yahoo, and early advertisers on Yahoo's Product Ads have seen 20% higher conversion rates and more than 30% lower cost per acquisition, optimizing for both impact and cost. One retailer with Product Ads on Yahoo has already been seeing as high as a 14-to-1 return on ad spend. Frankly, it is surprising that Yahoo created this advertising format so late, as Google has experienced much success with product ads, which accounted for 60% of all Google's non-brand traffic in Q3.
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