Yahoo! Ads; Scheduling, Demographics, Better GEO

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Not to be outdone by Google's foray into behavioral advertising, Yahoo! too is now enabling advertisers to target audiences with a lot more control with demographic targeting, ad scheduling (dayparting) and enhanced ZIP-level geo-targeting at both the ad group level and the campaign level.

Yahoo!'s demographic targeting uses a concept called bid adjustments, which let advertisers set a premium bid for the categories that are worth more to you without losing other traffic volume.

The new ad scheduling feature (not sure why this wasn't available before) enables advertisers to schedule ads to be shown according to users’ time zones or according to the advertiser's time zone (an excellent feature if you have call center hours you must adhere to). Ad scheduling works in both Sponsored Search and Content Match.

The enhanced ZIP-level geo-targeting gives advertisers the ability to mix and match geo-targeting setting at different levels within the same campaign or ad group. A dynamic mapping feature will let advertisers select individual ZIP codes and the ZIP codes surrounding them.


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