Yahoo! Search Marketing pay per click advertising is introducing some new features that Google and MSN adCenter have had for a long time. I say it’s about time!
The first feature is Demographic Targeting. I like this and I wonder how Yahoo! managed to go so long without it. The idea, of course, is to target your advertising to a specific demographic (age, gender, etc.). Way to go Yahoo!
Next, ad scheduling allows you target your advertising to your demographic or target market at certain times during the day. If you know, for instance, that people who are most likely to respond to your message are online between 5 and 10 p.m. EST then you can schedule your ads to run at that time.
Enhaned ZIP-Level Geotargeting is a feature that gets little notice even from PPC blogs or blogs that cover the online advertising niche, but it’s one that I especially like. This kind of geotargeting is very important for advertisers in rural areas and super-urban centers like New York City where you have a lot of ZIP codes in a very small space. Besides, I see geotargeting in general becoming more and more important to advertisers in the future and ZIP code geotargeting is one area that has a lot of potential, especially to companies that traditionally are disposed to direct mail campaigns.
If you’d like to read the announcement by Yahoo! Search Marketing, you can read their official blog announcement here.