WebProNews

Yahoo has introduced three new tools aimed at making it easier for advertisers to target users based on their online behavior.

Yahoo's Search Retargeting tool allows advertisers to offer display ads to users based on searches for particular keywords on Yahoo.

The company's Enhanced Retargeting tool offers personalized display ads to users who have recently visited an advertiser's site. Yahoo says in a recent trial, an online travel company saw a 230 percent increase in total bookings and a 651 percent increase in click-through rate using its Enhanced Retargeting tool.

Michael Walrath, Yahoo

Yahoo Search Marketing will also introduce Enhanced Targeting that allows advertisers to offer ads based on the time of day and user demographics. The Enhanced Targeting tool is expected to launch in March.

Yahoo's newest advertising offerings comes on the heels of its Rich Ads in Search initiative announced last week, that allows advertisers to add video, images and custom search boxes to their ads. The program is currently available to advertisers by invitation only.

"As the economy continues to put pressure on advertising budgets, marketers are looking for increased accountability for every dollar they spend," said Michael Walrath, senior vice president, Advertising Marketplaces Group, Yahoo!.

"Yahoo!'s new targeting products significantly improve the ability for search and display advertisers to reach their target audience, providing increased efficiency and accountability."