5 Yahoo Native Ads Best Practices For Maximum Results
Yahoo native ads can be a great addition or alternative to your current marketing strategy.
It was previously known as Verizon Media after the acquisition from Apollo Global Management in 2021. Yahoo is ranked #1 in the News and Media category.
Through their advertising platform, Yahoo Gemini, you can reach over 1 billion monthly users.
In this article, we´ll mainly take a look at some key best practices and show you facts that prove this is a viable addition to your media mix.
Are Yahoo Native Ads Worth It?
For advertisers coming from other platforms such as Facebook or Google search, it´s difficult to justify the value of Yahoo. In most cases, it´s more a question of “are native ads worth it?”
Here are some stats that prove the value of native ads:
- Native ads register 18% higher lift in purchase intent compared to banner ads
- Consumers look at native ads two times more than editorial content
- Click-through rate on native ads is 8.8 times higher than banner ads
- Native ads on premium publisher sites are 44% more trusted than on social media
Native is native, whether through Yahoo, Taboola, or Outbrain. It is proven to be effective regardless of the advertising platform you use.
5 Yahoo Native Ads Best Practices
Targeting is one of the most important pillars of successful media buying. What separates native advertising from other types is its ability to reach engaged audiences.
These audiences are already in an information-seeking state, reading educational or news articles.
On social media, typically people are almost like in an auto-pilot state, bored scrolling the feeds, in hopes to find something that grabs their attention and entertains them.
With this in mind, let´s take a look at some best practices to make Yahoo native ads even more powerful.
#1 – Start With Your Objective First
Ever heard that saying, start with the end in mind?
You probably have. That´s what you need to do to succeed on Yahoo as an advertiser. Start by choosing the objective that best suits your business goals and your type of business.
For example, as a service-based business, your goal is to generate as many leads as possible. The best campaign objective for your business would be Traffic.
Let´s look at an ecommerce store. The goal here is to get as many sales as possible at the lowest CPA. In this case, your first choice wouldn´t be brand awareness, unless you´re a big brand or want to engage warm audiences. Conversions to “Promote my products” would be your chosen objective.
Knowing your objective ties into the metrics that you should measure performance against and optimize for. Here are the metrics by campaign type:
Remember that your CPC for Awareness campaigns will be different from Conversions´. The closer you get from the bottom of the funnel, the more expensive your traffic is.
#2 – Use Lookalike Audiences Properly
Yahoo Gemini works in a similar way to Facebook, for example, when it comes to custom audiences. They can be based on customer lists, website traffic, or conversion rules.
You can create them in Shared Library > Custom Audiences.
Sometimes, advertisers make the mistake of just randomly creating a lookalike and launching their campaign without any planning or preparation. In advertising, the old saying “fail to prepare and be prepared to fail” shouldn´t be taken lightly.
There is a good deal of planning and strategy before testing your lookalikes.
If this is your very first lookalike or you´re on a tight budget, it´s not recommended that you start with a 50 or 100x audience. It will be too broad to hit your ideal KPIs.
In this case, start with a 10x and 20x lookalike audience.
The flip side is you´re in an established business with a large budget. You should still be testing 10x lookalikes for higher profit likelihood and also scaling to bigger, more distant audiences.
Always test different lookalike audience sizes in separate ad groups. That way, you´ll have a clear idea of what´s working and what´s not.
#3 – Optimize For Multiple Conversions
You probably already know behind digital advertising platforms are algorithms. These complex algorithms are like power plants supplying your home with electricity. In this context, they power the bidding strategies.
A bidding strategy with more data will always outperform one with less data. This is similar to lookalikes. The bigger your seed audience, the better Yahoo can match it to other users on the web.
More data will also allow the bidding strategy to better optimize your CPC or CPA because it simply gathers more signals.
So, to feed your bidding strategy better data, you can choose multiple conversion rules for your campaigns. An ecommerce store, for example, can leverage add to cart, initiate checkout, and purchase.
This means those conversions will be counted in the Total Conversions column.
Businesses with low conversion volumes can benefit the most by using this strategy to improve performance. In some cases, your ROAS can actually get higher by just adding one or two more conversion rules.
#4 – Reports For Optimization Opportunities
Google Ads, for example, gives you easy access to things like audiences or locations, and you can quickly see what to optimize. With Yahoo Gemini, you have to dig a bit deeper. That´s where the Reports section comes into play.
The reports can be customized to give you insights on what is sucking budget and what is driving performance. Depending on your account volumes, you can download reports on a weekly or monthly basis and use the information to optimize your campaigns.
The most valuable insights you can get from these reports are related to location, device, and audience segments. These will have the biggest impact on campaign performance.
From there you can look at columns like age, gender, keywords, or product ad title.
When we look at a specific campaign in the last week, it´s clear that Canada is the most expensive country in terms of cost per acquisition.
Let´s assume this is a conversions campaign and that location isn´t driving good ROAS, you can go to the campaign and exclude Canada.
You can even further, and drill down to the ad group level.
#5 – Test Different Creative Types
Human begins are creatures of habit so it´s easy to just keep running that same creative type over and over again. However, to maximize your ad spend, you need to test other ad variations. This is even more important if you´re scaling budgets.
Yahoo Gemini gives you a maximum of 4 ad types: standard, video, carousel, and portrait.
The best practice is to fill your ad groups with at least 2 creative types, whenever possible. With Conversions to showcase products, you can just use standard ads, also known as single image ads.
If you´re running a Traffic campaign, for example, you can perfectly test standard, video, and carousel ads.
Better Yahoo Native Ads Today
You might not even need to apply all the best practices to see exponential results. Sometimes, all it takes is one key optimization and your campaigns are performing at their best.
But for maximum results, make sure you´re doing all of these.
Once you have a solid foundation, you want to spend most of your energy on the creatives. They´re considered a high-impact optimization. Never stop testing new ads and pushing for lower CPAs or more ROAS.
Let us know in the comments, which of the best practices are you already following?
Pedro is a Portuguese-born who fell into the media buying world by chance after watching a video ad online. These days, you can find him running Advertongue, an agency helping global brands grow and scale efficiently by turning native advertising into profit. Outside work, Pedro enjoys traveling, Mexican food, adventure sports, and action-packed movies. Hard to get him to drop a good book too, especially those from legends of the ad business.