Search retargeting combines search performance with display advertising reach. It allows advertisers to deliver messages to prospects who have demonstrated interest in a brand or product through a search query across multiple display sites. Search data is used to target relevant display ads to qualified searchers, driving them further through the purchase funnel. Case studies showed search retargeting can increase conversions by 4x, ROI by 79%, and deliver over 100 million impressions for automotive and software companies.

1. Search Retargeting 101
Combining the performance of search with the reach of di l
C bi i th f f h ith th h f display
thinkLA: Search 101 – April 24, 2012

2. Search and Display
Search and Display advertising are very different.
The greatest differences are cultural
Search and Display are converging.
Display can power search
Search data is targeting display (Search Retargeting)

3. Display Powers Searches
Display drove 155% lift in Search Activity v. Non‐Exposed
v
Key finding:
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Nearly 1/3 of
all Internet
users respond
to a display
advertisement
d i
by performing
a search.
Source: Yahoo! /Specific Media Study/iProspect, 2009

4. Display powers Search results
A more impactful, online advertising experience
p , g p
• Exposure to display leads
to increased searching
• Display ads result in
significant increases in
related brand-term searches
brand-
• Observed 83% lift in search
conversion rate1 when a
searcher was also exposed to
graphical advertising
• Maximizes a campaign's
effectiveness by creating a
single online advertising
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experience for users
Source: Media Contacts Insight; March 2010
4

5. What is Search Retargeting?
It’s t
It’ a targeting solution th t enables you t
ti l ti that bl to:
Deliver your message to prospects who have actively demonstrated
interest or intent for your brand or product category through a search
query.
Deliver that message beyond the standard search engine results
page (SERP).
Deliver that message multiple times.
Deliver that message using rich display creative.
Yahoo! Presentation, Confidential 5 4/24/2012

6. How Search Retargeting Works
With Search Retargeting display ads appear within seconds on sites
Retargeting,
3
2
1 Search results conducts user visits on Yahoo! search results page
User for that product appear on the
the a search for a particular product
running shoes
Yahoo! Presentation, Confidential

7. Over 350 million
O illi
searches d il
h daily
Search data on Yahoo!
Yahoo! Presentation, Confidential Source: Yahoo! Internal data

8. 680 million 180 million
unique visitors in the U.S.
unique visitors worldwide
11.6 billion 3rd most
d
visits per month globally
visited site
in the U.S.
Average
26 visits 4.7 billion
per consumer per month in the U.S visits per month in the U.S.
Advertising inventory on Yahoo!
Yahoo! Presentation, Confidential comScore Media Metrix, U.S. and Worldwide, March 2011

9. Two Flavors of Yahoo! Search Retargeting
• Easily plan campaigns using pre-built keyword categories.
Search Select • Leverages Yahoo!’s proprietary keyword expansion
technologies for high-performing scale.
Custom • Advertiser-selected keyword groups based on your
Search optimized keyword lists.
Retargeting • Greater flexibility and control.

10. Many Search Campaigns Need More Scale
Search engine results p g 3
g page 1
60% of search referrals are
from the top three positions on
Your Text Ad Here
the search engine results
page

11. Many Brand campaigns need more impact
Deliver marketing messages with more
branding impact.
Clarify positioning against competitors.
“5 Worst U.S. Banks
for Consumers”
Control
C t l your b d message.
brand “Financial Crisis Not Over”
“Economic Doomsday
Ahead”
Yahoo! Presentation, Confidential

12. Continue the Conversation with Qualified
Sea c e s
Searchers
Ad Formats Y! Network Plus
& Devices
Y! Premium
Display
Target expensive upper funnel
Awareness
keywords more efficiently
y y
Search Retargeting
Deliver your message to
Drive searchers through
g Engagement &
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qualified searchers
the purchase cycle Consideration
Retain valuable customers
Action &
and increase loyalty
Retention
Yahoo! Presentation, Confidential

13. Dynamic Creative &
Personalized Search Retargeting
the the reach
granular and
intent engaging
capture of effect of
search display
the scale and
personalization
of dynamic
creative
Yahoo! Presentation, Confidential

14. Yahoo! Search Retargeting
Case Studies
Online Retailer
Software Company
Automotive Company
A t ti C

15. Giving Advertisers a Second Chance
The Background
The Results
A premium online shoe retailer wanted to go
beyond search engine marketing to reach
4x
4
customers interested who are searching for their
products but are not yet familiar with their brand.
Conversion Lift
The Challenge
High PPC’s and competition make it difficult to
win t ad spots f popular search t
i top d t for l h terms.
79%
Limited ability to showcase brand through Increase in
small text ads.
ROI
The Solution
Leveraging intent signals from search, the online
shoe retailer created tightly themed custom
search retargeting keywords for their different
lines of business, as well as brand terms and
b siness ell
competitor terms.
Yahoo! Presentation, Confidential

16. Generating Conversions at Scale
The Challenge
• Leading software company
• Generate conversions at scale while hitting
aggressive ROI targets
gg g
The Solution
• Created several custom themed search
retargeting segments
• Implemented portfolio approach with other
targeting tactics to achieve performance at
scale
The Results
+20% conversions delivered through
search retargeting Combine the performance of
p
search with the reach of display
130M impressions delivered over the
course of 4 months

17. Search Retargeting Drives Results
The Challenge
• Leading import automotive company
• Reach audiences who have displayed interest
in automotives at scale
The Solution
• Combined Search Select and Custom Search
Retargeting with Behavioral Targeting to
increase reach to qualified audiences.
The Results
20% increase in campaign impressions
33M impressions delivered over the
course of 2 months

18. Rev Up Your Auto Advertiser Car Sales
A 2012 Yahoo! Insights Auto Study found:
Consumers engaging with automotive brands in the
3 months leading to purchase are fickle.
› Manufacturers should be aggressive with
consumers who seek them out:
• Search Retargeting can build on the interest
g g
generated from search & site visits.
• Use Search Retargeting for consumers who search
for your brand, but don’t visit your site.
Consumers engage with non-automotive related
content online while shopping for their next vehicle.
› Use Search Retargeting to reach in market car
buyers when they are consuming non auto specific
non-auto
content.
18 4/24/2012

19. For more on Yahoo! Search Retargeting…
Learn more online
L li
Search Retargeting Webinar
Recent Case Study
Recent Yahoo! Insights Study on Auto Shopper Behavior
Contact
C t t your Yahoo! Account Executive
Y h !A tE ti
Contact today’s presenter:
y p
David Caswell, Product Manager, Search Retargeting
caswelld@yahoo-inc.com

20. Thank
Th k
Q&A
You!