As some of you may know, back in 2009, Yahoo and Microsoft entered into a partnership in a bid to challenge Google’s dominance in online search. Under the 10-year deal, Microsoft’s Bing would deliver all desktop traffic on Yahoo.com, while mobile traffic remained non-exclusive.
Despite Yahoo’s mobile stronghold , mobile ads were delivered by Bing Ads for a long period of time. That is until Yahoo Gemini was launched early last year. Traffic was slow to start, but Yahoo’s intentions were clear – they wanted their mobile traffic back. The game changed again earlier this year in April, when Yahoo and Microsoft announced an amended search partnership. Under the new deal, mobile traffic remains non-exclusive (100% to Yahoo), but now Yahoo can also deliver up to 49% of desktop traffic. Since then, Yahoo has aggressively started to ramp up traffic to Gemini. Some advertisers may notice the difference already, for others it may not be so apparent.
What does this mean for you as an advertiser? For those with small or limited budgets, it probably isn’t necessary to run ads on Gemini. However, if you are struggling for more traffic or know a large portion of your customers use Yahoo as their main search engine, it’s definitely time to think about expanding. Gemini is a newbie in the PPC space, so be prepared to deal with a few growing pains, but the extra traffic and cheaper clicks that come along with it might be worthwhile. Here’s a rundown on the Yahoo network and the targeting and ad types available. There are definitely a few unique opportunities that could prove successful for your business.
The Yahoo Gemini Network
Yahoo definitely has its own unique audience. They receive 99 million unique searchers per month across devices. In fact, 25% of their mobile searchers and 19% of their desktop searchers cannot be reached on other search engines.
Yahoo searchers also have strong buying power which accumulates to $4.2 billion monthly spend online. For those of you targeting higher incomes, 23% of mobile Yahoo Searchers are more likely to live in a $100,000+ income household. Yahoo searchers also spend 18% more than average.
Through partnerships like Mozilla and Oracle, they have been steadily growing their audience. While Google and Bing will remain the primary PPC platform for most businesses, Gemini’s growing traffic and potential for cheaper conversions is definitely appealing. To find out more about Gemini, read the next blog in the series: Yahoo Gemini Campaign Objectives.