Display advertising doesn’t have to cost much to be effective.
That’s the premise behind Yahoo Gemini, the technology company’s native ads marketplace that enables advertisers to place ads across Yahoo’s content sites and mobile apps so that it streamlines with the content, providing a more seamless user experience.
The advertiser chooses who they want to target based on filters such as location, search terms and interests, says Yahoo. They can also set a budget and choose to pay when people click on the ad, see the ad, or view a video.
Companies who are turning to Yahoo Gemini, like Canada Drives, an auto loan and financing firm in Vancouver, B.C., are seeing a significant drop in cost per acquisition (CPA) and in their conversions. In just one month, Yahoo reported that Canada Drives was able to achieve a 53 per cent lower CPA and 25 per cent increase in conversions by targeting the right users.
“Yahoo provides us with a dynamic ad platform that strives to drive our brand’s engagement with audiences,” says Cody Green, Founder and Co-CEO of Canada Drives. “The primary benefit of the platform is its ongoing advancement, where we are continuously provided with resources and support from Yahoo.”
That support comes in the form of an extensive pool of data Yahoo has been able to collect over the last 20 years, says Jordan Anderson, National Account Executive for Yahoo! Canada, in an interview with Canadian auto dealer.
Auto dealers who subscribe to Yahoo Gemini would have access to the company’s user data, making the marketplace an ideal place to drive qualified leads from the Yahoo platform back to their websites.
It’s also easy to use, says Anderson, likening it to managing a Google AdWords campaign. Advertisers have the option to have a Yahoo representative set up Yahoo Gemini or it can be completely self-managed, says Anderson.
“If the dealership is looking to drive cost-efficient leads to their business, this is a performance product that charges on a cost-per-click basis. It’s extremely competitive in terms of the price they are paying for those clicks,” says Anderson.
