Yahoo! Search Marketing Beefs Up

Yahoo announced two significant enhancements to the YSM PPC platform this week: a “full analytics” package (formerly offered at cost to high roller advertisers) that looks to be Yahoo’s answer to Google Analytics, and a Campaign Optimization feature that seems to automate bid management similarly to Atlas (part of the aQuantive family, now owned by Microsoft) and Dart Search (part of DoubleClick, soon to be part of Google).

We’ll report more as we test ’em out, but for now, here’s the text of Yahoo’s announcement:

Two Tools that can Help You Understand the Value of your Traffic

Great news! As one of our most valued clients, you can now take advantage of two great account features not available to most advertisers.1. Get a deeper understanding of your traffic with Yahoo! Full Analytics
Yahoo! Full Analytics helps you learn more about your search marketing traffic, giving you greater insight into which campaigns, ad groups and keywords are delivering the results that matter most to you. Once enabled, this feature analyzes your traffic and enables you to:

Track different visitor types (new, returning, one-time customer, repeat customer).

To enable or learn more about this powerful feature, follow these steps:

Log in to your account.

2. Manage campaigns to your specific business objectives with Campaign Optimization
The Campaign Optimization feature lets you manage your monthly campaign budgets based on the business goals you deem most important. Just set the values that suit your business, and our systems will automatically show your ads that fit your criteria.

Campaign Optimization determines the best way to allocate your search advertising budget based upon past performance data, Yahoo! network forecasts, and the importance levels that you set for various actions within the sales process. You can set importance values for metrics such as impressions, clicks, conversions and return-on-ad-spend (ROAS).

To turn on or modify optimization for a campaign in your account:

Log in to your account.
Click the “Campaigns” tab.