In our previous blog posts we’ve covered a lot of Google, a little of Bing, and even touched upon Ecosia and Naver. But in the ever fascinating world of search engines - have you ever considered spreading some digital magic via the Yahoo! paid search tool Yahoo! Gemini?

Well, you should. It’s out there - and it’s pretty cool.

So, why Yahoo? Here is what you need to know.

Yahoo! is more than just a search engine. It’s a web services provider, news website, email provider and a search engine, offering service in 46 languages and 70 countries. The numbers speak for themselves: A billion monthly users, including 600 million mobile users.

Not too bad, right?

You might have heard of the so called “Microsoft Search Alliance”, which means you can see Bing ads on Yahoo! search. This does not cover everything, though; and it largely depends on the region the users are searching in and the device they are on.

Recently, Yahoo! and Verizon closed a $4.5 Billion deal which has seen the creation of a bigger parent company called Oath. For advertisers using Yahoo! Gemini this does not mean much of a change. However, as a result of that deal some parts of the business became their own separate entity, which means you might need to double check if you can actually use Yahoo! Gemini as a paid search tool in specific countries. Yahoo! Japan, for example, is a separate entity and as such they control what ads serve on yahoo.co.jp.

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Yahoo! Gemini has it all

Yahoo! Gemini is similar to from Google AdWords and Bing Ads, with the same structure for campaigns, ad groups, ads and keywords. So if you have already gained some PPC skills with those tools, you will not struggle at all. Any ad you create goes through an approval process, no matter if it’s a regular search ad or a native ad & display ad. You can also measure performance via a reporting tool, similar to Google Analytics.

  • Search ads (pretty much the same as Google’s ETAs but you can also include a call-to-action button)
  • Native ads (image-rich ads that fit the form and function of the content around them)
  • Yahoo! Mail sponsored messaging (similar to Google’s GSP)
  • Carousel ads
  • Video ads
  • App install ads
  • Tumblr-sponsored post

Say no more!

How to get started

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There are several different ways and options for campaign creation. If you are completely new to Yahoo! Gemini, you will be asked to sign up for an account and will be directed to an advertiser page.

This will be your playground. This is where the magic happens. This is where you will create your very first Yahoo! Gemini campaign!

You will then be asked to create campaigns based on your campaign objective, i.e. drive people to your website, raise brand awareness or make people download your app.

You can choose whether to appear on search only, create native ads or a combination of both.

During the next steps you will create ad groups, ads, keywords, define audiences, apply ad extensions and decide on a budget & bids. Easy peasy, right?

Alternatively, you may simply import your ads from Google AdWords :)

Your doubtlessly amazing ads will run on all of Yahoo!’s web properties and will be displayed on all devices, including desktop, tablets and smartphones

As mentioned above, you can also measure success. So, in order to see if you are actually doing the right thing, you need to set up tracking.

Happy Yahoo-ing :)

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