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A Look At Yahoo Search's Rich Ads Performance

Last month Rich ads under Yahoo became available to all adCenter advertisers. Mia Brennan at RKGBlog takes a look at their performance in this blog, offering readers several tips how to evaluate their performance.

"Initial comparisons between brand keywords triggering standard text ads and those triggering Rich Ads may be misleading," she writes. "Since Rich Ads are only available to show on Yahoo.com and Bing.com and are only eligible on exact match, just looking at high level campaign performance likely indicates a big W for Rich Ads on all fronts – lower CPC, avgpos=1, higher CTR, steady CR."

But to truly compare these two formats, she goes on, one needs to limit them to just exact match data and to the same set of keywords. "Yahoo has said that RAIS should be eligible to show on the main domains, on exact match as much as 80% of the time."

After the necessary adjustments are made to get a closer apples-to-apples comparison, RKG does see better performance from the Rich Ads. "For a sample set of 9 clients running Rich Ads for over 30 days, we see Rich ads with a significantly higher CTR at a lower CPC," Brennan says.

Rich Media Campaigns Boost CTR

This finding supports recent conclusions from a Jumptap study. It found that a quick service restaurant campaign on the Jumptap platform experienced a 455% lift in CTR from its rich media campaign, as compared to its standard banner campaign.

Other advertisers fared similarly well: a consumer electronics company saw a 362% hike; a luxury auto manufacturer enjoyed a 357% jump; a theatrical release a 340% boost; and a retailer a 337% lift. An athletics manufacturer also experienced a significant rise (214%), though not as striking as the other campaigns.

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