In February 2014, Yahoo launched Gemini, a marketplace for mobile and native advertising on the Yahoo network. But while Yahoo has been a big name in tech for years, since its launch two years ago Gemini hasn’t exactly been making waves in the digital advertising industry. Here’s why Yahoo Gemini hasn’t been a game changer to PPC space, and what you should know if you’re considering launching ad campaigns via Gemini.
Yahoo Gemini: What is It?
Gemini is Yahoo’s mobile and search advertising marketplace. It allows advertisers to put brand-sponsored content in front of viewers in a way that’s optimized for mobile devices. Gemini’s focus is on native mobile advertising. Gemini display ads in a format that is more or less seamless with the look and feel of the site the ads appear on. As a result, Gemini isn’t quite a direct competitor with AdWords. Yahoo Gemini doesn’t replicate all of AdWords’ functionality. Instead, it realizes Yahoo’s new mobile-first strategy.
With around 550 million monthly users, Yahoo is an often overlooked advertising platform for reaching prospective customers. And since Yahoo’s advertising partnership with Microsoft (via Bing Ads) has been faltering in the past few years, it would seem that this segment of online traffic is wide open for advertisers. So why hasn’t Yahoo Gemini changed the digital advertising game?
Gemini is Not Integrated with Other Yahoo Advertising Products
While Tumblr and Flurry are somewhat integrated with Gemini, not all of Yahoo’s advertising offerings are accessible through Gemini. As a result, Gemini doesn’t provide a strong, centralized portal for accessing Yahoo’s overall user base in a variety of formats. This decentralization can pose a problem for smaller businesses with more limited resources for digital ad management, since it requires them to manage ads on the Yahoo network from multiple places. For business owners and smaller companies who don’t have dedicated PPC managers, dedicating extra time to managing multiple advertising channels — especially less sure-fire ones like Gemini — can be a dealbreaker.
Yahoo Has Less Traffic Than Google
At the end of 2014, Google had a whopping 67% of all US web traffic, while Yahoo garnered only about 10%. Lower overall traffic means that Yahoo simply has a smaller audience to offer advertisers. Oftentimes, PPC advertising ends up being a numbers game; serve your ads to a large enough relevant audience, and you’re sure to get a few bites. Unfortunately for Yahoo, their lower traffic translates to a less lucrative advertising space. However, for those advertisers who do end up running ad campaigns on Gemini, the less-competitive space can lead to lower CPCs as well.
Want to Give Gemini a Try Anyway?
Still want to give Yahoo Gemini a shot? We recommend copying existing ad campaign details from an existing AdWords campaign, instead of building them out from scratch in Gemini. You’ll also want to adjust your bids for Gemini, as the platform tends to have a lower average CPC than AdWords. Ultimately, giving Gemini a test drive won’t do any harm, but if you’re working with a tight budget, the biggest risk will be in taking away critical resources from AdWords campaigns that are likely to perform much better.
Diversify Your PPC Campaigns with Webrageous
When all else is said and done, experimenting with different platforms such as Gemini and Bing Ads can be a good way to find untapped audiences and diversify your advertising strategy. But since there’s no centralized ad management platform or service to help you manage all your digital ads from one place, adding a new ad service like Gemini to the mix can be a time-consuming endeavor without a guaranteed payoff. For many companies, the potential for the small bump in business that might be gained from managing Gemini campaigns is likely not worth the effort, especially if they’re managing their own PPC campaigns.
Webrageous has the dedicated resources and the experience needed to run campaigns across multiple advertising platforms. We can run PPC campaigns more efficiently than any individual business could on their own. As a result, we can manage campaigns across multiple outlets for you to ensure that you’re getting the optimal results from your PPC campaigns. With Webrageous, you can explore and experiment with innovative and potentially lucrative PPC channels without feeling like you’re wasting your time. Contact us today for more information about how we can help you optimize your PPC campaigns now.
While the Internet is a powerful tool for reaching a worldwide audience, one of the best ways for businesses to leverage digital advertising is to think locally. As the use of mobile devices becomes more prevalent, the ability to serve location-specific PPC ads is more relevant and beneficial to your business than ever. Google searches that include the phrase“near me” has nearly doubled since last year, and increased 34 times over since 2011. Most of these location-focused searches for goods and services come from mobile devices, making locally-focused, mobile-optimized PPC ad campaigns a great bet for businesses looking to grow their lead pool and reach a more focused audience. Whether you’re looking to boost business in a specific geographic area, or you simply want to take advantage of the browsing habits that many mobile searchers have adopted, running local search campaigns can be an effective way to increase your lead funnel.
By optimizing your ads for “near me” searches, you’ll be able to improve the overall performance of your PPC ad campaigns. As many as 78% of local mobile searches result in an offline purchase. By focusing in on this highly active segment of PPC traffic, you’ll be able to decrease your wasted ad spend by reaching searchers who are primed for a purchase, and increase your CTR and conversion rate significantly. You’ll also be able to gauge where your business is most in-demand based on ad performance. This information allows you to hone in on specific markets and optimize your advertising efforts to where they’ll make the most significant impact. Convinced that it’s time to start honing in on local searches with your PPC campaigns? Here are some of our top tips for optimizing your PPC ads for local search.
Use a Custom Blend of Localized and Nationwide Campaigns
If you’re using AdWords, setting up ad campaigns to target specific geographic locations is a relatively quick and simple process. However, the exact techniques you use to set up your campaigns may differ depending on your goals and how you want to manage your campaigns. The simplest way is to set up straightforward location-based ad campaigns. This type of campaign allows you to pinpoint very specific locations — such as neighborhoods and zip codes– but their granularity also requires a larger time investment and more careful maintenance. For businesses who are targeting a single location or small set of locations, this can be a very effective method. But if you want to cast a larger geographic net, managing a multitude of local campaigns may be overwhelming, especially if you’re managing your own campaigns. Another option is running nationwide ad campaigns and using location-based bid modifiers to adjust when and where your ads show up. However, this method gives advertisers far less specific control over their campaigns overall. For some businesses, a combination of both techniques can provide a good mix of granular and more generalized ad campaigns.
Be Precise with Location-Based Keywords
Your keywords should reflect the location you want to target, which can be as specific as you like. For instance, “Manhattan legal services” will help you hone in on an even more targeted audience and “New York legal services” would. Experiment with city and neighborhood names (and variations) to find what searchers are looking for. Additionally, make sure that your location information is correct and consistent. One study showed that having mismatched or incorrect location information for your business online can negatively affect the performance of your campaign overall.
Leverage Multiple Landing Pages for Multiple Locations
If you’re focusing in on more than one location, make sure that your landing pages are customized for the correct location. Customizing your landing pages by location helps to reinforce and confirm your brand’s relevance people searching for local businesses. Even simply swapping out bits of landing page copy to reflect the viewer’s location can have a big impact on your conversion rate — and going the extra mile and offering even more geographically specialized content can help improve ad performance even further.
Optimize Your Advertising Assets for Mobile Search
With over three-fourths of all location-based searches being conducted on mobile devices, optimizing your landing pages to be mobile-friendly is a critical part of ensuring that you don’t just get clicks, but conversions. Up to 40% of mobile browsers are likely to bounce if they land on pages that take more than just a few seconds to load, so your assets absolutely must be mobile-ready if you want them to perform well. Take the time to mobile-optimize your ads, landing pages, and any other assets that are a part of your digital marketing funnel to help keep prospects interested and moving towards a conversion.
Take Advantage of Location-Based AdWords Extensions
Be sure to take advantage of mobile ad extensions for AdWords — Google’s location–based ad extensions allow you to display your business’s address, phone number, and map location and lets viewers see how close your business is to their location. Google reports that these extensions can give your ads as much as a 10% boost in CTR.
Maintaining local search ad campaigns can be time-intensive, but running effective location-based PPC campaigns will help you attract more local business and take advantage of the growing trends in the mobile search habits of consumers. Webrageous can help you get the best results from your local search campaigns by setting up and maintaining your geotargeted campaigns. Our team of PPC experts has years of experience optimizing digital ad campaigns across a variety of industries and can help you hone in on potential customers that are searching for businesses like yours online. Contact us for a PPC consultation and we’ll get you started on the path to better advertising results today.