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Yahoo! Advertising, or Yahoo Search Marketing, is Yahoo's search marketing platform for placing advertisements in search results across the Yahoo! Bing Network. It is an old advertising platform, having begun as GoTo.com in the nineties, renamed Overture Services, Inc in 2001, and finally being acquired by Yahoo! in 2003 for $1.63 billion. It is related to Yahoo! Ad Exchange (formerly and as of yet more familiarly known as Right Media, that product's former brand and company), and Yahoo! Gemini, Yahoo!'s mobile marketing and advertising platform. Yahoo! Advertising competes with Adwords, Google's quite similar and more broadly used search marketing platform (though in Asia, it is Yahoo! that holds the upper hand), and generally is used in the same way: to manage bidding advertisements and campaigns.https://media.trustradius.com/product-logos/S2/kK/LWWVFWW5UVN2.jpegYahoo! is a great complement to other marketing effortsYahoo! Advertising is used for clients in their online marketing efforts. Google, Bing, and Yahoo - the three major search platforms - offer paid marketing opportunities for businesses to reach target audiences. While Yahoo! is, in volume, behind Google and Bing, it still has hundreds of millions of searches every day and is popularly-interacted with by users across different demographics. Yahoo! Advertising is used across the organization by different departments: media buying/marketing, data and analytics, and account management. Yahoo! Advertising allows for the deployment of paid marketing efforts on the Yahoo! platform and is able to capture a variety of data points and metrics to optimize efforts and understand performance.,Setup and deployment are similar to the other search platforms, which makes implementation straightforward/approachable. Reporting: data export is straightforward and as granular (or high-level) as desired. It exports in a CSV or XLSX file for manipulation and analysis. Great ROI: doesn't cost much to start Yahoo! ad campaigns, and they are a great complement to other SEM efforts.,Yahoo! Advertising tends to lag behind other SEM platforms for more sophisticated advertising options (like display). They are slowly catching up, but don't expect the same high-power analytic capabilities of, say, Google. Lower performance and prospective audience (due to search volume). Well-targeted and well-understood audiences help mitigate platform audience limitations, though. Revenue tracking and associating conversions/revenue to advertising spend can be complicated to implement and inadequate for full-funnel tracking.,9,Yahoo! Advertising has ensured the largest, broadest audience reach to prospective leads. The cost to implement and deploy a Yahoo! campaign is minimal, and budgeting parameters ensure campaigns/efforts don't overspend. There's little capacity to directly track and understand exact revenue/attribution but Yahoo! is a great complement to other platforms and efforts.,Google Ads (formerly AdWords), Bing Ads and Google Marketing Platform (formerly DoubleClick),Google Marketing Platform (formerly DoubleClick), Expensify, Bing Ads, Kenshoo Infinity Suite,Building and deploying initial campaigns Exporting performance data,8Yahoo Advertising! Solid product with LimitationsYahoo! Advertising is currently being used to promote our client’s tech products (consumer electronics and home appliances). It is used across the whole organization to solve numerous solutions such as capturing low funnel handraisers in search and increasing reach natively throughly Yahoo’s network.,Offers extensive solutions to reach a high volume of users and create new reach outside of major networks like Google and Bing. Provides unique ways to differentiate advertisers in top positions on search results pages. Creates unique tactics to utilize on display networks (carousel and video takeovers).,The Gemini platform needs to be more selective when pulling reporting and offer data further back than 1 year of performance. The Gemini user interface does not do well with displaying unique metrics (impression share results, competitor results, etc). Yahoo! Native compatibility with Doubleclick Search needs to improve instead of using dummy keywords to pull in total front end metrics.,6,For high volume topics in consumers electronics, Yahoo! Advertising does well driving awareness to product pages and generating interest. In B2B sector, Yahoo! advertising does not perform as well drive volume of sales due to niche user profile. For impression based results, MMM has credited Yahoo! Native as a top performer on bottom line ROI results.,AdWords, Bing Ads, Swoop, Yahoo Gemini and Yahoo! Advertising,AdWords, Bing Ads, SwoopA low cost, high ROI, low traffic alternative to AdWordsWe're using Yahoo! Advertising as a lead generation tool for some of our clients. We use Yahoo! Advertising as a supplement to achieve additional results when we are already seeing success on Google AdWords. For the most part, Yahoo! Advertising is straightforward: you set your targeting option and budget, make some ad copy, and you start getting clicks and traffic.,Cost is lower than AdWords Easy to import campaigns from AdWords ROI is high,Traffic volume can be quite low The interface is not the best Revenue tracking is not the best/easiest to set up for beginners,7,Its impact is overall positive Helps us get extra traction by using what's working well on AdWords,Facebook for BusinessYahoo Ads are GoldWe use Yahoo! Advertising for our artists to allow others to find tour dates or any upcoming events we may have. It allows for fans to be reminded of the events through Yahoo.,Doesn't allow our ads to get lost among other links Easy to utilize Easy to see results from Ads,The navigation could be a little simpler,8,Overall, it has allowed for more ticket sales
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Yahoo! Advertising
13 Ratings
Score 7.5 out of 101
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Yahoo! Advertising Reviews

Yahoo! Advertising
13 Ratings
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Score 7.5 out of 101

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Leah Jakaitis profile photo
Score 9 out of 10
Vetted Review
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Yahoo! Advertising is used for clients in their online marketing efforts. Google, Bing, and Yahoo - the three major search platforms - offer paid marketing opportunities for businesses to reach target audiences. While Yahoo! is, in volume, behind Google and Bing, it still has hundreds of millions of searches every day and is popularly-interacted with by users across different demographics. Yahoo! Advertising is used across the organization by different departments: media buying/marketing, data and analytics, and account management. Yahoo! Advertising allows for the deployment of paid marketing efforts on the Yahoo! platform and is able to capture a variety of data points and metrics to optimize efforts and understand performance.
  • Setup and deployment are similar to the other search platforms, which makes implementation straightforward/approachable.
  • Reporting: data export is straightforward and as granular (or high-level) as desired. It exports in a CSV or XLSX file for manipulation and analysis.
  • Great ROI: doesn't cost much to start Yahoo! ad campaigns, and they are a great complement to other SEM efforts.
  • Yahoo! Advertising tends to lag behind other SEM platforms for more sophisticated advertising options (like display). They are slowly catching up, but don't expect the same high-power analytic capabilities of, say, Google.
  • Lower performance and prospective audience (due to search volume). Well-targeted and well-understood audiences help mitigate platform audience limitations, though.
  • Revenue tracking and associating conversions/revenue to advertising spend can be complicated to implement and inadequate for full-funnel tracking.
I would recommend Yahoo! Advertising in complement to the other two major SEM engines, Google and Bing. Paid SEM campaigns are the bread-and-butter of the digital marketing landscape. With Yahoo!'s display capabilities emerging, it's finally catching up to the other platforms in terms of sophistication. It integrates readily with marketing management platforms (like Kenshoo), and data export is a breeze. I would not recommend Yahoo! for the first deployment or market-testing phase of SEM, but getting up and running for a moderate budget will cover a clients' bases and ensure the best audience saturation.
Read Leah Jakaitis's full review
Alexander Rodriguez profile photo
Score 6 out of 10
Vetted Review
Verified User
Review Source
Yahoo! Advertising is currently being used to promote our client’s tech products (consumer electronics and home appliances). It is used across the whole organization to solve numerous solutions such as capturing low funnel handraisers in search and increasing reach natively throughly Yahoo’s network.
  • Offers extensive solutions to reach a high volume of users and create new reach outside of major networks like Google and Bing.
  • Provides unique ways to differentiate advertisers in top positions on search results pages.
  • Creates unique tactics to utilize on display networks (carousel and video takeovers).
  • The Gemini platform needs to be more selective when pulling reporting and offer data further back than 1 year of performance.
  • The Gemini user interface does not do well with displaying unique metrics (impression share results, competitor results, etc).
  • Yahoo! Native compatibility with Doubleclick Search needs to improve instead of using dummy keywords to pull in total front end metrics.
It is well suited for using display advertising across wide range of Yahoo and Oath websites, and less appropriate for acquiring high search volume for limited reach.
Read Alexander Rodriguez's full review
☕️ Darren Davis profile photo
Score 7 out of 10
Vetted Review
Verified User
Review Source
We're using Yahoo! Advertising as a lead generation tool for some of our clients. We use Yahoo! Advertising as a supplement to achieve additional results when we are already seeing success on Google AdWords. For the most part, Yahoo! Advertising is straightforward: you set your targeting option and budget, make some ad copy, and you start getting clicks and traffic.
  • Cost is lower than AdWords
  • Easy to import campaigns from AdWords
  • ROI is high
  • Traffic volume can be quite low
  • The interface is not the best
  • Revenue tracking is not the best/easiest to set up for beginners
It's great for generating leads, e-commerce sales or makes for a good expansion platform. Cost is also low which allows you to generate leads at a great ROI.
Read ☕️ Darren Davis's full review
Ashley Grohoski profile photo
March 02, 2018

Yahoo Ads are Gold

Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Yahoo! Advertising for our artists to allow others to find tour dates or any upcoming events we may have. It allows for fans to be reminded of the events through Yahoo.
  • Doesn't allow our ads to get lost among other links
  • Easy to utilize
  • Easy to see results from Ads
  • The navigation could be a little simpler
Inexpensive and allows our ads to actually be seen by a broad audience
Read Ashley Grohoski's full review

Yahoo! Advertising Scorecard Summary

About Yahoo! Advertising

Yahoo! Advertising, or Yahoo Search Marketing, is Yahoo's search marketing platform for placing advertisements in search results across the Yahoo! Bing Network. It is an old advertising platform, having begun as GoTo.com in the nineties, renamed Overture Services, Inc in 2001, and finally being acquired by Yahoo! in 2003 for $1.63 billion. It is related to Yahoo! Ad Exchange (formerly and as of yet more familiarly known as Right Media, that product's former brand and company), and Yahoo! Gemini, Yahoo!'s mobile marketing and advertising platform. Yahoo! Advertising competes with Adwords, Google's quite similar and more broadly used search marketing platform (though in Asia, it is Yahoo! that holds the upper hand), and generally is used in the same way: to manage bidding advertisements and campaigns.

Yahoo! Advertising Technical Details

Operating Systems: Unspecified
Mobile Application:No