#searchtrend

顧客來電為商家提供了與顧客直接交流的渠道，在訂單、預約及查詢等方面，都有助商家接觸顧客，推動商機。雅虎香港提供的「搜尋來電」廣告工具，可以快速增加顧客來電量，讓商家的生意亦隨之立即增長。

什麼是「搜尋來電」？

網民使用 Yahoo搜尋後，相關廣告會在網民瀏覽Yahoo流動網站及聯播網時展示。點擊廣告後，網民會進入「搜尋來電」流動網頁，然後透過多種渠道接觸商家，包括直接致電店家做生意、以Whatsapp與店家查詢、連結到Facebook或Instagram專頁查詢、連結到店家的公司網頁

使用「搜尋來電」後，店家反映來電量明顯增加50%。「搜尋來電」的高成效在於直接與潛在消費者成交的宣傳模式。由消費者產生需求而上網搜尋開始，「搜尋來電」就能捕捉到潛在客群，從而精準地投放廣告，吸引顧客即時撥打電話或前往門市，讓您直接與新客戶接觸，輕鬆掌握先機。

「搜尋來電」5大優勢

「搜尋來電」適合所有客戶，即使未有網站的客戶亦能利用網上渠道接觸潛在消費者。

潛在消費者在「搜尋來電」流動網頁上的所有點擊，包括點擊圖像、「撥電」或Whatsapp，都不另收費。

Yahoo的一站式流動網頁集合所有宣傳入口，全面提升查詢數量及次數。

客戶可在指定頁面安裝DOT 追蹤碼，收集潛在客戶在網站上的點擊活動，掌握潛在客戶的購物模式和喜好，應用於日後廣告活動。

客戶的廣告將呈現在Yahoo香港(接觸96.5%香港網民*)及聯播網，每日平均瀏覽次數高達1000萬，全天候廣泛接觸各行各業各類目標客戶群，全面協助廣告商提升營業額*資料提供：comScore 2017年7月 廣告曝光版位包括：

觀看影片了解更多Yahoo原生廣告資訊：

According to Internet Retailer’s 2016 Mobile 500 study, almost one-third of online sales happen on mobile devices.

For consumers mobile devices are a must-have when it comes to shopping, and this preference holds true during the back-to-school season. Back-to-school related searches on mobile devices increased 34% from 2015 to 2016. This uptick reveals a prime opportunity for marketers trying to capture the attention of on-the-go back-to-school shoppers.

Here are some additional insights we uncovered from our mobile search data:

Consumers choose mobile search in August

The share of back-to-school searches on mobile across school apparel, school supplies, and electronics increases by 33% from July to August while desktop searches on the same topics decrease 6% for the same period.

Based on our data, shoppers shift to mobile devices to search for products in August—right in the middle of the back-to-school frenzy. Marketers can better allocate media dollars by knowing when to double down on mobile in back-to-school season.

Bargain hunters love mobile

From January to December, the percentage of back to school deal searches conducted on mobile increases by 500%.

Marketers have a huge opportunity to use value-driven messaging within this channel given the significant surges of consumers using mobile to search specifically for back-to-school deals.

School apparel is the favorite on mobile

Of three back-to-school categories—electronics, school supplies, and school apparel, consumers are most likely to search for school apparel on their mobile devices.

Not all product categories are created equal when it comes to back to-school searches on mobile devices. It’s important for marketers to know how mobile search varies based on back-to-school products and take this into account when determining the most relevant messaging for mobile.

Mobile plays a key role in the back-to-school shopping journey and it’s poised to play an even greater role in the future. It’s important for marketers to work with partners who can offer native ad experiences using relevant data and targeting so that marketers can deliver their ideal experiences to back-to-school shoppers on mobile devices this year.

Source: Yahoo Internal Data, 2016

By Courtney McKlveen, Vice President and Industry Lead, Retail, Travel & QSR

While some kids can’t wait to escape the classroom for summer break, retail marketers are heads-down thinking about A+ strategies for one of the busiest shopping seasons of the year: back-to-school.

According to eMarketer, back-to-school retail sales have increased by 14% and ecommerce sales have increased more than 75% since 2012. With this rise in online shopping, we analyzed back-to-school search and purchase behavior to help marketers understand how they can best influence consumers from the start of the shopping journey and beyond. Here’s what we found:

Searching takes place well in advance of purchasing

Nearly 50% of back-to-school purchases happen in July and August, with August showing an average back to school purchase volume that is 3x higher than normal.

But over half (52%) of all back-to-school searches take place from January to the end of July.

Back-to-school shoppers start searching for products early and they take their time to research extensively. Marketers need to have their messaging in front of customers early, ensuring they are top of mind with customers during this lengthy consideration phase. When they are ready to buy, there’s a higher likelihood that they’ll visit your store, whether online or offline, to make the purchase.

Search timing varies based on types of items

Searches for school supplies peak in August, and searches for school apparel peak in September.

Weekdays are busy, and search volume for school supplies peaks on Monday whereas search volume for electronics peaks on Friday.

Shoppers aren’t necessarily in-market for all things at once nor does back-to-school shopping end in August. Marketers should consider tailoring their messages to the types of products consumers need at specific times through the summer and early fall months and throughout each week.

Bargain-hunting stretches beyond summer

The busiest day of 2016 for searching back-to-school discounts was Sunday, August 14th (+660% above daily average).

However, the second busiest day was December 21st (+330% above daily average).

Searches for back-to-school deals spike during July and August, but consumers are searching for back to school deals during winter break as well. Rather than focusing only on the summer back-to-school season, marketers can plan relevant, impactful campaigns at other key shopping moments in the year.

Yahoo’s insights provide marketers with a peek into the mind of back-to-school shoppers as they look for information across the internet for products, brands, and deals. These trends are an important indicator of how shoppers approach the back-to-school season and understanding this behavior will set retail marketers up for a success during this busy buying season.

Source: Yahoo Internal Data, 2016

By Courtney McKlveen, Vice President and Industry Lead, Retail, Travel & QSR

Are you missing out on simple ways to get higher results from your search campaign?

Watch the short video below to learn six simple tips that will help you dramatically improve your campaign ROI from Yahoo Gemini.

Discover:

Which types of images drive the most engagement

How to organize search campaigns by goals

Important bid thresholds for optimal performance

You can also watch our full webinar on-demand for more insights: “Drive Maximum Search & Native Performance with Yahoo and Marin Software.”

Every day, marketers are confronted with the challenge of reaching qualified audiences at scale. Starting today, we’re making it easier for search advertisers in the US to extend the reach of your campaigns on Yahoo Gemini, by showing your ads on our native supply using search retargeting.

Our data shows that a U.S. consumer who searches on Yahoo may see an average of 50 native ads in the following week across devices. We know users don’t always convert on the first search so we’re using the power of Yahoo Gemini to retarget users based on their search history.

Here’s how it works:

Unlike traditional search retargeting, Yahoo Gemini now enables customization at the keyword level with match types and variants. With search retargeting on native you’re enabling your campaigns to:

Drive more traffic: Your ads can now serve on Yahoo Gemini’s massive native supply to consumers who have signaled intent related to your product or service through a search query on Yahoo Search.

Tailor creative: The creative and landing pages are all based on your search campaigns and are tailored to the individual query that the consumer performed, enabling stronger personalization and user engagement.

Maintain control: You can change the bid adjustments at the keyword level to help optimize your return on ad spend. Performance reports for your search and your retargeting on native portions are available on Gemini reporting.

We tested search retargeting on native with 175 search advertisers before launch. Some pilot campaigns drove up to 20% incremental traffic while maintaining ROI similar to, or better than, that in their search campaigns.

"Achieving scale was a relatively easy process," said Kenny Eisinger, Analytics Lead from Net Conversion. "After launching, we’ve seen conversion rates within the Gemini network increase 16%, average acquisition cost decrease 10% and average weekly revenue increase 30%."

When we introduced Yahoo Gemini in 2014, we envisioned a unified marketplace for search and native advertising to live and work together. We look forward to continuing to help your business benefit with the reach of native and the relevance of search.

Source: Yahoo Advertising

Advertisers are often looking for new ways to put data to work on their campaigns. Whether this is Yahoo data or their own, we’re constantly developing new ways to help.

Through Yahoo Gemini, we’ve created a suite of custom audience targeting solutions that enable marketers to take action on their own data for retargeting or prospecting purposes. Building on this suite, we have added new capabilities to expand the kind of data that advertisers can leverage, and improve effectiveness of search or native ad spend:

Target their customer base using CRM data

Discover new customers with lookalike modeling based on mobile advertising IDs

Quickly view and take action on custom audience insights

Email Targeting

Custom audiences from email addresses allow advertisers to use their encrypted CRM data to target, or exclude their existing users with their search or native campaigns. We support any email address domain, and are able to trigger an ad regardless of whether the user is logged in. To protect personal data, encryption is automatically applied by the platform or the advertiser.

Lookalike Modeling

Leveraging new signals from Flurry, app developers can now discover and target new potential customers with lookalike modeling from mobile advertising IDs such as IDFAs or Android Advertisng IDs. This new capability has unlocked efficiency and reach, and we have seen CPIs reduced by 20% (up to 50%!) across our test advertisers compared to run of network campaigns.

Yahoo’s massive data set, which includes signals from Tumblr and the Flurry network, as well as collaboration between teams, has enabled us to make these new features available at a global scale. Plus, thanks to our identity graph users can be effectively targeted across all devices.

New Insights

Creating new audiences is easy within the user interface, which now exposes historical trends on user counts for each custom audience, helping advertisers plan and optimize.

We’ve seen native campaigns using custom audiences delivering on average 115% higher conversion rate, at around 170% lower cost per conversion*- and similar results with search campaigns. To take advantage of this efficiency, dig into your Yahoo Gemini campaigns and try these new tools or contact your Yahoo account manager for more details!

*Based on Yahoo Internal data Q2 2016. Average lift for native only. Includes all CA types within campaigns with “visit my website” objective. Lift compared to same campaign types not using CA.

Source: Yahoo Advertising

Do you know how to extend the reach of your search campaign with native advertising? Want to hear how an advertiser drove an impressive 450% higher lift in sales compared to standard campaigns? Watch the webinar we co-hosted with Marin Software to learn powerful insights and best practices to get the highest ROI out of your search and native campaigns.

Source: Yahoo Advertising

When it comes to native advertising, we’re constantly enhancing our offerings through Yahoo Gemini to help you engage with your audience. That’s why it’s important to provide the right creative assets to power the strongest return possible for your campaigns.

How do you do that? Simple, just provide one set of eight assets to take advantage of all of these effective Yahoo Gemini search and native advertising formats.

What images do you need to provide? They include:

3 different large rectangle images - 1200 x 627 pixel JPG or PNGs

3 different square images - 627 x 627 pixel JPG or PNG

1 optimized thumbnail image - 180 x 180 pixel JPG or PNG

1 mail ad image asset - min. 500 x 500 pixel JPG or PNG, or HTML

That’s it. These images will power all of these different Yahoo Gemini ad formats:

Native Ad (Image): The most popular Yahoo Gemini ad with access to more than 60 billion monthly impressions across Yahoo owned and operated sites and our publisher partners.

Search Ad with Image: Don’t settle for text only search ads, increase engagement with an image. Adding an image drives 16% increase in CTR compared to ads without images.

Native Carousel Ad: An interactive ad format where users can swipe through 3 or more images and messages for your product. Carousel ads can drive 2X - 3X higher CTR thansingle image ads.

Native Slide Show Ad: Quickly convert static images to a video, using 3 or more static images. Customized captions and URLs are available for each image in the slide show ad.

Yahoo Mail Ad: Make sure to have a thumbnail image optimized for smaller formats like on Yahoo Mail ads. Running a mail optimized campaign has shown to increase CTR by as much as 100%.

To enhance your campaign’s performance even further, and to drive greater optimization, you should consider providing at least 5 Rectangle images, 5 Square images, 1 Thumbnail image and 1 Mail Ad image asset.

Also don’t forget about the power of video ads. Yahoo Gemini native video ads can drive more than 12% lift in CTR compared to image ads. It’s definitely a format you should at least be testing. This guide features additional specs and information.

If you haven’t already, make sure to quickly provide your Yahoo representative with all of the images listed above or upload them yourself. And if you can provide even more images and video to be able to test and optimize further, do so. Your marketing goals will benefit from it.

Source: Yahoo Advertising