Next week Yahoo will update its Sponsored Search product with two new features, which the company says will provide advertisers with more transparency into and control over their accounts. Yahoo’s Network Distribution feature will let advertisers run ads on Yahoo search pages, partners’ sites, or both. Those who run ads on Yahoo’s entire network, can also set different bids for Yahoo or its partners.
Yahoo is also launching a new tool, which it says makes i easier to get started with Yahoo Search Marketing. "We know there are many advertisers who use other search marketing providers such as Google Adwords, so we’ve built a feature allowing easy and efficient conversion of your AdWords campaign data into Yahoo! Search Marketing campaigns," says Yahoo VP and general manager of search marketing David Pann.
Users can import files by clicking the "Import Campaigns" button. Yahoo believes this will encourage more advertisers to use Yahoo Search.
"Our sales team has some new tools to help advertisers who work with a Yahoo! account representative, including a web-to-mobile migration tool that makes it easy to move a traditional paid search campaign to our mobile paid search platform," says Pann. "Another tool automatically adds relevant new long-tail keywords to a campaign as our systems show that users are now searching for them. Additionally, we know that advertisers can add thousands of keywords/terms into their account at any given time, so we built a tool that can group them into ad groups by relevance automatically."
Yahoo is also reminding people of recent updates to its search results, which the company says are more relevant. These include shortcuts for tweets and news links, and Yahoo’s video search refiner.