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Comprehensive Guide to Yahoo! Campaign Measurement Metrics

Discover how to effectively measure and optimize your advertising campaigns with Yahoo!’s reporting system. Learn key metrics like impressions, clicks, and click-through rates (CTR) to evaluate performance. Analyze user demographics, interests, and behaviors to understand your audience better. Gain insights into campaign effectiveness through detailed reports, including target audience profiles and recommendations for improvement. This guide offers strategies for enhancing future campaigns, ensuring your advertisements resonate with targeted users and drive better results.

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Comprehensive Guide to Yahoo! Campaign Measurement Metrics

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  1. Yahoo! Reporting System

  2. Post Campaign Measurement Metrics The number of times that an ad is served to a browser and seen by a user Impressions Clicks The number of times users click on your ad The click through rate (CTR) = Total clicks garnered during the campaign divided by the total number of impressions. % Click Rate (CTR)

  3. Campaign Tracking - Ad Center Example: Analyzing how campaigns perform and with whom they resonate Measures and reports every Yahoo! campaign in impressions, click-through, conversions, etc. Queries campaigns by a host of variables, including creative unit, date, and targeting

  4. Campaign Tracking & Result Measurement Who saw my Ad? Who clicked my Ad? • Uniquely Yahoo! Snapshot • Present to you the profile of those who • Are interested in your Ad • - Age and gender of viewers and clickers • - Where content do they visit in yahoo! • - What are they searching for? What are they interested in? TV, Newspaper, Magazine, Radio can’t answer this!

  5. Yahoo! Snapshot (key clients only) Impressions & Clicks from Ad Center Age, Gender & Interests from Consumer Profile Campaign Result & Insights learning/sharing with Y! team Improvement Better strategy & Solution for the next Campaign

  6. Post Campaign ReportExample

  7. Agenda Samsung Campaign Monitor Report • Snapshot of campaigns • Media Component • Conclusion • Recommendations • Next Steps

  8. i330 Campaign A Report Card Target Ad Impressions 15,857,400 Delivered Ad Impressions 15,937,780 Clicks 10,000 Click Through Rate 0.25% Yahoo! over delivered on this campaign by 79,780 impressions

  9. Media Component Best Performing Placement by Click Rate -

  10. Summary – Local Campaigns • Y! users respond readily to Samsung advertising. CTR ranges from 0.79% to 1.28% (Esp with movie tie in, Superman Returns) • Y! SG Movies provide the highest CTR consistently. in terms of contextual targeting, we can presume that Y! Sg Movies’ users are more incline to associate brand with Entertainment. • Definitely can occupied a leading role in the music/entertainment space online. E.g. Sponsorship, Exclusive placements to reinforce the above.

  11. Screen Capture

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