Yahoo Adds Paid Search Listings to Filtered Results
Yahoo has given Yahoo Search Marketing advertisers the ability to have their ads shown in filtered searches. When Yahoo launched its new search results pages last month, they added the ability for users to filter results by site. Relevant ads are now appearing with these results.
"On our new search page, if a searcher types in a phrase such as ‘buy pink floyd’, he can further refine his search results by clicking on links on the left-hand side of the page, which include sites that users often find useful. If the user clicks on one of the suggested sites, he’ll get a smaller set of results from that domain only," explains Yahoo’s Jeff Hecox. "Now, if the user selects a site that is also a Sponsored Search advertiser, that advertiser’s ad should still be displayed in the new set of results."
Don’t worry about competing ads in these cases. If a user searches for "buy pink floyd" as described above, they can choose "Amazon.com" to filter the results and get only Amazon results, for example. The only paid results that would show would be for Amazon, Hecox says.
So in other words, this will only affect you as an advertiser if you have a site that is actually used in Yahoo’s filtering options. So the question is, how do I get my site to be listed as a filtering option? Yahoo says that the domains its system uses to filter results are chose based on a number of factors, such as their listings’ quality, popularity, and user response.
For smaller advertisers, this may be a hard nut to crack. However, as far as users are concerned, Yahoo deems this a way to increase relevancy and user control of the search experience.
The move is just one of Yahoo’s new ways of creating more opportunities for its bigger advertisers. Another was demonstrated by the creation of the Vitality campaign for General Mills, which illustrates how you can bring existing content together to target a demographic and then serve ads to that same demographic.