Internet Marketing

Yahoo! Search Marketing has rolled out new audience targeting capabilities that can help you reach more of the audience you want at the right time and right place. The new demographic targeting, ad scheduling (dayparting), and enhanced ZIP code-level geo-targeting allow you to segment and tailor marketing messages to the audiences that are most valuable to you.

Demographic targeting: You can now select your desired audiences on Yahoo! sites—in both Sponsored Search and Content Match—by age and gender, and automatically adjust your bids when they find a match for your targeting preferences. Demographic targeting uses a new feature bid adjustments, which lets you specify a premium bid amount for desired audience segments, without losing other traffic volume.

Ad scheduling or day parting: If the people you most want to reach are only online at certain times of the day, or your business is only open during certain hours, you can select the time of day and day of the week during which you’d like your campaigns to run. You can schedule ads to be shown according to users’ time zones or your account’s time zone. Ad scheduling can be applied to both Sponsored Search and Content Match, and at the campaign or ad group level.

ZIP code-level geo-targeting: An update to the existing ZIP code-level targeting feature, advertisers now have even more control about how geo-targeting is used. You can mix and match geo-targeting settings at different levels within the same campaign or ad group, and new dynamic mapping features can help you select individual ZIP codes and ZIP codes surrounding them.

Watch this short Audience targeting flash tutorial on Yahoo.

-Brian R.

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