"The media outlet with the highest number of monthly users in Japan,"Yahoo!」。
"", a Yahoo display ad,YDA" isOne of the major display ad formatsRight?
In this post, for those considering running Yahoo! Performance Ads (YDA),The Appeal of YDAやHow to Set Up Streaming、Key Points for OperationI'd like to explain that.
What Is YDA, Anyway?
YDA (Yahoo Display Ads)This is the short name for display ads served on Yahoo.
This service allows you to place ads on Yahoo! JAPAN—one of Japan’s largest media platforms—and on major partner sites.
As it has become a massive media platform with the largest number of monthly users in Japan, it is one of the most effective channels for reaching a wide audience through advertising.
Differences from YDN
YDN is the previous version of Yahoo! Display Ads.
Starting in fiscal year 2020, from the Yahoo! Display Ad Network (YDN)
As part of the transition to Yahoo! Display Ads (YDA), the YDN service was discontinued in June 2021.
By the way, there’s something called GDN that has a similar name, but GDN stands for Google Display Network.
Please be sure to check here for more details.
Features of YDA Advertising
Yahoo ads include "Search-Based Advertising"—and "Display Ads"..." is available.
Furthermore, “display ads” are also suitable for campaigns aimed primarily at building brand awareness, “Reservation-Based Advertising (Direct Advertising)","
"Suitable primarily for campaigns aimed at driving conversions,"Performance-Based Advertising (YDA)" can be divided into the following categories.
In this post, “Performance-Based Advertising (YDA)"I'll tell you all about it!"
Maximizing Effectiveness Based on Advertising Objectives
We maximize results—such as increases in website traffic and conversions—based on your campaign objectives.
You can also select “brand awareness,” “video views,” “app traffic,” and “product list promotion” as additional distribution objectives.
Targeting
YDA offers a variety of targeting options.
○ Day of the Week / Time Slot ○ Device ○ Region ○ Gender ○ Age ○ Audience List ○ Search Keywords ○ Site Category ○ Placement ○ Content Keywords
These features allow you to configure various advertising settings, such as demographic targeting, search targeting, and retargeting.
*The Audience Categories feature was discontinued in October 2023.
What is Demogra?
An abbreviation for "graphic targeting," this is a method of delivering ads to users selected based on their gender, age, and geographic location. It is also known as "broad targeting."
What Is Search Targeting?
A method of delivering ads to users who have previously searched for keywords specified by the advertiser.
What Is Retargeting?
A method of tracking users who have visited the site once but did not convert, and displaying ads to them.
It is also known as remarketing or retargeting.
*For more information on retargeting, please click here.
Distribution Channels
You can deliver your ads to a variety of "placement" (ad slots). Of course, you can also narrow down your selection.
Specifically, advertisers specify the “placements” they want to serve ads on by providing their URLs and compiling them into a list, and ads are then served based on that list.
Source:What Is a Yahoo! Ads Network Partner?
Key Points for Managing Ads Aimed at Driving Conversions
Key metrics to track in the initial phase include CTR (click-through rate) and, for article landing pages or survey landing pages, the conversion rate.
It's important to keep reviewing the creative work step by step.
To start, we’ll submit five text variations and two image and video variations, and then evaluate their effectiveness.
The idea is to gradually increase the budget once we start seeing conversions.
Also, since YDA is a platform where optimization is key, let’s accumulate conversions as quickly as possible to move on to the optimization phase.
By the way, when it comes to optimization,40 CVs in the past 30 daysis recommended.
How to Implement the PDCA Cycle
Creative
1. Initial testing using five text patterns and two image and video patterns
2. Identify which texts, images, and videos are most effective
3. Optimize the creative to consistently generate conversions
*If you can't find a creative that performs well, start over from scratch.
Article
For sponsored articles or survey landing pages, if you want to make changes to an article, add a new creative, and
Let's not distribute the previous version.
Since there's a label feature, it's easier to understand if you use labels to distinguish between them.
Other Points
This official learning portal features the latest updates and trends, so be sure to check it out.
https://ads-promo.yahoo.co.jp/online/
Summary
In this post, I explained YDA (Yahoo! Display Ads).
I hope this article will be helpful to those who are considering implementing YDA.
Since YDA is updated frequently, it might be a good idea to check the [Official Learning Portal] and other resources I mentioned earlier from time to time.
Thank you for reading to the end!
