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by Stephen Logan on 14th April 2010
The delivery of display advertising to different demographic groups can be used to improve the likelihood of achieving a conversion, Yahoo! has told advertisers.
In a Yahoo! Search Marketing Blog post, the team explains that Ad Delivery Reports can help to optimise both search and display advertisements.
Webmasters addressing their pay per click management might be interested in the guidance, which is issued in full on the Yahoo! Advertising Blog.
Here, marketing manager Michael Mattis suggests using the enhanced demographic analysis that Yahoo!’s Ad Delivery Reports contain to determine which groups are most likely to view and click on an advertisement.
This can lead to some surprises, he adds – such as finding that a male-oriented brand has a largely female customer base, potentially because they are buying its products as gifts for a relative, friend or partner.
Mr Mattis writes: "The Ad Delivery Report helps advertisers fine-tune their campaigns by helping identify underperforming sites, block out any irrelevant publishers and focus on the best performing sites."