Paid Search Update: Rich Ads by Yahoo
According to a blog post by Jeff Sweat on the Yahoo Search Marketing Blog, Yahoo began testing out a new enhancement to their ad placements called Rich Ads during Q408. Rich Ads allow advertisers to add video, images, or custom search boxes to their Yahoo Ad placements. Think of it as Google Plus Box crossed with Google Universal Search.
Click on this link to see it live in action: http://search.yahoo.com/search?p=pedigree&ei=UTF-8&fr=moz2.
In addition to being just a cool feature in general and obviously more engaging to consumers than a regular text ad, Yahoo is claiming a CTR increase of up to 25% on these ads (pretty impressive!).
This feature is currently only available by invitation only, and the beta included only a few larger 'brand' advertisers such as Pedigree and Esurance.
From our standpoint, once this gets fully rolled out and you have the Image/Video assets to test, why not give it a shot? Like everything else in Paid Search, anything is worth testing if it's not too time consuming.
Written by Andrew Belsky (andrew.belsky at channeladvisor dot com)