Today, Yahoo, Madcradle Online and PayPal jointly organizs an event at Yahoo HK Headquarter, sharing how brands can leverage Yahoo’s platforms to grow their businesses.

Speaker:
– Ms Mabel Law, Madcradle GM
– Jess Tse, Paypal channel partner team

Here’re some key notes I have taken during the event:

Complete Marketing Cycle

Search Engine Marketing → Banner Ad/ Social media Marketing → Native advertising → Mobile Marketing (apps, site, iBeacon) → Video Marketing → KOLs Marketing → Event Marketing

Traditional vs Native Ads

Traditional ads (e.g. popup banners) – Click through rate (CTR) 0.05%
Native Ads – CTR 0.5% (10x better!)

Topic: Yahoo Native Ads (5 Features + 5 Best Practices)

5 Features:

1 Pay-per-click model (better than pay-per-impressions)
2 Premium and social content
3 Cross devices and platform
4 Flexible ad budget
5 Target the right audience (behavioural, site retargeting, keyword search retargeting)

5 Best Practices:

1 Write attractive content (Content Marketing or Promotions for ready buyers)2 Precisely-designed images (1200×627 or 627×627) and videos (<30 seconds, eye-catching character, clear message)

2 Precisely-designed images (1200×627 or 627×627) and videos (<30 seconds, eye-catching character, clear message)

3 Being mobile ready:
– Simplify navigation
– Be thumb friendly
– Minimize loading time
– Make it easy to convert (e.g. no need signup before buying stuff)
– Make it accessible
– Make it local

[Case Study: Agoda]
After implementing a mobile-friendly site, Agoda achieved 8.5x mobile traffic & 2x online bookings.

4 Targeting the right audience
– behavioural, gender, site retargeting

5 Optimization loop
Work only begins after the ad launches
Perform A/B Testing for Ad creatives and T&D (Title and Description)

Conclusion

While Facebook and Google are dominating the online marketing world, it’s worth noticing Yahoo as an alternative marketing channels for local brands targeting the mass market.

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