Yahoo! India launches new sponsored search system

Mumbai: Yahoo! India today announced the launch of its new Yahoo! search marketing (YSM) platform, a new sponsored search system designed to enable advertisers to target customer groups relevant to them.
 
According to the internet search firm, YSM's intuitive campaign interface provides more effective control, making it easier and more effective for advertisers. It says  its  new "quality-driven ranking model creates relevance and the right connection with target audience".

Yahoo said that the new ad ranking modelallows advertisers to easily test multiple versions of their ads to determine the message that works best for their customers and can let the platform automatically optimise serving to the ad that performs best on click-through rate or conversion.

According to search firm, campaign management application will not only track campaigns that convert immediately, but also those that contribute over time through deferred transactions.

''The new and more powerful Yahoo! Search Marketing platform will enable marketers to manage their campaigns with ease and potentially derive improved ROI,'' said Sandeep Deshpande, GM, search marketing and small business, Yahoo! India. ''Additionally, it presents a significant opportunity for existing YSM advertisers across the world to target Indian consumers.''

In addition, the new application will be able to record ''assists'' - instances when a keyword contributes indirectly to a conversion - allowing marketers to see the full impact of their keyword mix on the success of their campaigns. YSM is also said to assist goal-based campaign optimisation by allowing them to target business metrics such as a CPA, ROI or ROAS goal, the platform can automatically adjust their ad rotation and bids to meet these.

''Yahoo!'s new technologies and features encourage more participation in the growing area of search advertising to make us a 'must-buy' in advertisers' marketing mix. We are very excited to introduce this new platform, which makes it easier for marketers to understand the performance of their campaigns and experiment more frequently with the medium,'' said Prashant Mehta, vice president and head, advertiser and partner group, Emerging Markets Yahoo! Inc.

Yahoo! India was launched in June 2000to provide value added services for web users in India and users abroad with special interest in India.