This week Matt Umbro (@Matt_Umbro) came up with yet another great question set titled “Yahoo Gemini.” The following is the transcribed Streamcap from the live chat:
Q1: Have you used Yahoo Gemini (formally called Yahoo Stream Ads)? If so, what are your thoughts of the platform?
- Currently use now. Very low volume right now, but the return is incredible. I’m using at a very limited scope right now, and only using exact terms. – Brooke Townsend (@btownsend13)
- Yes volume is interesting, I’ve seen some very random spikes in traffic in using it. – Brandon Bednar (@brandon_bednar)
- Volume is there, but quality of traffic isn’t always great and I think ads look kind of spammy. – Matt Umbro
- Tried it in early 2014 but am curious how it’s evolved. – Sam Mazaheri (@sammer)
- We first used them about 1.5 yrs ago, no targeting at all, the stream ad traffic (for b2b) was nearly 100% bounce. – Sahil Jain (@sahilio)
- The new deal with Microsoft apparently allows Yahoo Gemini to place a number of ads on the Yahoo SERPs. Not just Apps. – Juan Restrepo (@juanrrestrepo)
- Volume but no quality. First was ok but now Tango.com and other “spammy” platforms sending 100% bounce trf. – Roxana Hassel (@RoxanaHassel)
Q2: Does Yahoo Gemini work better for certain industries? Why?
- Unsure of other industries; I’ve not heard a lot of success stories as of yet. – Brooke Townsend
- It can work well for the supplement industry since the products are as sketchy as the ads. If you can’t tell, I’m not a huge fan of Yahoo Gemini. – Matt Umbro
- Definitely b2c focused — fashion, supplements, news/gossip portals, sports (essentially the verticals Y! supports). – Sahil Jain
- Here here to the not a fan. So far the only communications from Yahoo have been “Give us your money”. – Christi Olson (@ChristiJOlson)
- Every account I’ve tried has produced bounce rates above 90% – I admit I’m not a pro but I’m not that bad. – Matt Umbro
Q3: What (if any) features work well for Yahoo Gemini and help the platform to stand out against other solutions? Why?
- I do like that it has the ability to add images to the ads. Not “unique” by any means, but better for mobile. – Brooke Townsend
- The native ad feature sure seems like it could have potential, maybe a few more kinks to work out first though. – Brandon Bednar
- Is the additional work for Gemini worth the returns at this point? To me, A is no for a platform w/out customer service & support. – Christi Olson
Q4: What features/capabilities help you to trust a platform’s audience targeting (ie: interests, categories, etc)? Why?
- I think even having a variety of targeting options for finding new users vs. targeting returning users is crucial to start. – Brooke Townsend
- Any sort of indepth reporting or data to support targeting that is being used. – Michael Knight (@MichaelAKnight)
- I’m skeptical if there aren’t retargeting/URL targeting abilities. – Matt Umbro
- And obviously having the data to back it up. Is it matching up with what I’m reporting on or are there major discrepancies? – Brooke Townsend
- Transparency. I’m not a fan of “partner” networks when it comes to Yahoo (though Flurry looks promising). – Elizabeth Marsten (@ebkendo)
- Not a lame targeting interface with only gender, interest and keyword targeting. – Paul Wicker (@Wickerpedia)
Q5: Do you use keywords for Gemini? If so, are you OK that this targeting method requires you to run mobile search? Why or why not?
- I use keywords, but am only using exact matches right now because of spammy traffic. It’s nice we can use images in ads tho. – Brooke Townsend
- I was quite surprised when I chose not to target mobile, but used keywords and my ads were showing on mobile. – Matt Umbro
Q6: What messaging/images do you find works best for Gemini ads? Why?
- I think making sure the messaging sounds more natural than a search query, but still relevant to their interests, etc. – Brooke Townsend
Q7: What can BingAds Learn from Yahoo Gemini as the platform introduces its own native ads?
- Well, obviously they need to be different/unique enough for me to try both of them. Otherwise what’s the point? – Brooke Townsend
- And the targeting needs to be a bit more advanced. – Matt Umbro
- Of course. Give the people options! – Brooke Townsend
- And the targeting needs to be a bit more advanced. – Matt Umbro
- Listen to the thoughts and opinions of the PPCChat community. If you can satisfy them everyone else should be easy. – Brandon Bednar
- There is now another global brand with a platform more criticised than Bing’s. – Roxana Hassel
Q8: If you’ve seen good results with Gemini, what tactics have you taken to produce quality traffic that converts?
- I’ve severely limited my reach to be as relevant as possible. Lower volume, but great return for what I’m spending. Until the platform is more mature in their targeting capabilities, I’ve found this is the best, most profitable option. – Brooke Townsend
Q9: Do you believe Gemini will ever get to the point that many advertisers consider it a viable option? Why or why not?
- Perhaps as a 4th or 5th option, but until targeting gets better I don’t see the platform picking up steam. – Matt Umbro
- Anything that sends lots of converting traffic will get attention from us, so that’s a good goal to aim for. – Kirk Williams (@PPCKirk)
- Judging by today’s chat, no. – Brooke Townsend
- I think it is a hard sell. As we look to expand display/native, platforms like DoubleClick Bid Manager have more appeal. – Kyle Crocker (@kacrocker)
- Hell yes. Yahoo search has traffic & their mobile usability will get better. There is value in targeting the Yahoo audience. – Matt Vaillancourt (@SEM_PPC_MattV)
Q10: Should YahooAds set regulations as to headline clickbait?
- God. That’s why we haven’t rushed to put our B2B clients into Gemini. Who wants to be associated with that crap? I think this is where Bing Native Ads can eat Yahoo’s lunch if they’re careful. – Melissa Mackey (@Mel66)
- Yes, there should be more regulations.. this is what gives ads a bad name. – Michael Knight
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