Search Engine Marketing News
Yahoo! enables PPC ads targeted at zip codes
Tuesday, 21 October 2008Search engine marketing professionals in the US and Canada can now make use of a new service from Yahoo! allowing them to set up ads targeted at zip codes.
Pay-per-click marketers can add functionality to their ads so that they appear whenever a user in the target area - which can also include cities and states or provinces - makes a relevant search.
Yahoo! determines the location of the user by looking at their queries, IP addresses and other information.
Marketers can disable the function if they wish and are able to select target areas from a map if they do not know the zip code.
Writing on the Yahoo! Search Marketing blog, communications manager at Yahoo! Kastle Waserman said: "Keep in mind the more you target, the fewer users your ads may reach.
"Generally, you're trading relevancy for volume, narrowing your target to a specific audience rather than every potential eyeball in the overall market."
Yahoo! recently launched its own web analytics tool to allow marketers to measure the effectiveness of their campaigns by measuring metrics such as page views and sources of traffic.