This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Come learn more about Yahoo’s large Search Affiliate Network and best practices on how to better monetize your site, including creative ways to optimize your mobile traffic.

1. 1Yahoo! Center of Revenue
Search
Optimization
FYI
Lindsay Johnson, Center of Revenue Lead
Global Business Development and Partnerships

2. 2Yahoo! Center of Revenue
Annual US
Search Volume
88B 300+500%M
Number of Partners
85%
Advertisers opted
in the Partner
Network
Larger than Bing
Partner Network
Why am I here?
Yahoo! Presentation, Confidential

3. 3Yahoo! Center of Revenue
Q: What is the single biggest driver of ad
CTR and RPM?

4. 4Yahoo! Center of Revenue
Page Placement1st Fold 2nd Fold 3rd Fold
Yahoo! Presentation, Confidential

5. 5Yahoo! Center of Revenue
Article Page Placement
Y! Sports page –
reduced by 700%
Article
Content
Comments
Section
Invisible Ads
Optimal
placement
Article
Content

6. 6Yahoo! Center of Revenue
UI
The Most Under Appreciated
Optimization

7. 7Yahoo! Center of Revenue
Prezi

8. 8Yahoo! Center of Revenue
Increased Spacing
BEFORE AFTER
***Expected RPS Increase of 1.5%
US SERP Only
Yahoo! Presentation, Confidential

9. 9Yahoo! Center of Revenue
Previous
Current/
Optimized
•Label Ads as “Sponsored
Results” in top right
•North/South: label Ads as
“Ads related to <query>” in
top left
•East: label Ads as “Ads”
Case Study: We have seen an
estimated 4% lift in CTR
Ad Labeling
Yahoo! Presentation, Confidential

10. 10Yahoo! Center of Revenue
In US Y! Search, Click-
Through Rate (CTR)
for ads with Favicon
improves
approximately 5-8%
comparing with ads
without Favicon.
*For illustrative purposes only. Results may vary
FavIcon
Yahoo! Presentation, Confidential

11. 11Yahoo! Center of Revenue
o Before
o Partner wanted to improve
their CTR on ads and overall
look and feel of text ads
across their network
o How Yahoo! Helped
o With COR, Partner tested
products including:
Favicons, Local Ad
Extensions, Official Site
Badge, Labeling of Ads
o Result
o Largest page yield reached
by combining Favicons &
Local Ad Extensions
o 113% CTR Lift
o 112% RPM Lift
Ad Extension Case Study
Yahoo! Presentation, Confidential

12. 12Yahoo! Center of Revenue
Mobile Case Study
o Before
o Partner wanted to improve
mobile monetization on shopping
sites
o How Yahoo! Helped
o COR worked with Partner to
optimize sites for mobile traffic
utilizing mobile best practices
o Partner also worked with
ImageAdvantage to provide
thumbnails next to ads
o Result
o By optimizing site for
mobile, there was a 1543% RPM lift
driven by 1540% CTR lift

13. 13Yahoo! Center of Revenue
Q&A

14. 14Yahoo! Center of Revenue
Thank You!
Lindsay Johnson, Center of Revenue Lead
Global Business Development and Partnerships
Email: Lindsayj@yahoo-inc.com