Demographic Targeting with Yahoo Search

April 16, 2009 by Pablo Palatnik

Yahoo search marketing has rolled out some new features which allows you to further target the demographic you are looking for. The more you can narrow it down to your target demographic, the more success you’ll see with converting on your landing pages, whether you’re trying to generate a lead, or sell a product.

“You can now select your desired audiences on Yahoo! sites — in both Sponsored Search and Content Match — by age and gender, and set a premium bid for those groups. With demographic targeting, you can take advantage of Yahoo!’s wide user base and its deep understanding of its audience. Our demographic targeting uses a concept called bid adjustments, which let you set a premium bid for the categories that are worth more to you without losing other traffic volume.

Ad scheduling
If the people you most want to reach are most likely to respond to your ad at certain times of the day, or your business is only open certain hours, you can select what time of day and day of the week you’d like your campaigns to run. You can schedule ads to be shown according to users’ time zones or according to your time zone. Ad scheduling works in both Sponsored Search and Content Match, and at the ad group and campaign levels.

Enhanced ZIP-level geo-targeting
An update to our beta ZIP-level targeting feature, advertisers will have even more control about how geo-targeting is used. Available for both Sponsored Search and Content Match, you can mix and match geo-targeting settings at different levels within the same campaign or ad group. New dynamic mapping features help you select individual ZIP codes and ZIP codes surrounding them.

This is a lot to swallow in one sitting, so we’ll be following this post with closer looks at each of these new features. You can also sign up for a webinar to learn more. But don’t wait for us — get targeting.”