Yahoo! adds video, images and custom links to search ads
With Yahoo!’s new Rich Ads in Search, they can see great new innovations. Yahoo! has been testing a new service that lets advertisers add video, images and custom search boxes to their search ads. The results are ads that can combine the relevance of search with the impact of rich media. A small group of advertisers tested it in the fourth quarter of 2008 and saw click-through rates rise by as much as 25 percent. They’ve also seen improved brand exposure and conversion rates.
What can rich ads do?
The Rich Ads in Search program is being shared with a small number of brand advertisers such as Pedigree and Esurance and agencies such as Razorfish. The program lets advertisers:
- Post images and video, which can increase the branding impact of search advertising. Pedigree has added video to its campaigns, for instance.
- Create deep links to relevant pages, which can help drive conversions directly from the Yahoo! search results page.
- Include boxes within the listing that lets users search for their desired product or a store location directly without additional navigation. Esurance’s listing lets users enter their ZIP codes from the results page for insurance quotes.
- Show their logo, which enhances user trust.
Rich Ads in Search is currently by invitation only to a small group of our brand advertisers, but we will update you as it opens up. In the meantime, start thinking of what your search ads could do for you.
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