Right on Target

Case Study: Affiliate marketer profits by fully leveraging the targeting tools of Sponsored Search

Though aimed at Yahoo! Sponsored Search advertisers, display advertisers can learn something from this case study as well—and, let’s face it, the wall between the two is thinning so fast that, pretty soon, you won’t be able to tell the difference. If you’re a big display advertiser, it simply doesn’t make sense not to have a search campaign.

In this case study, mid-market search marketer, Don Tuttle, shows how he uses Yahoo! Sponsored Search’s pay-per-click tools and demographic targeting to achieve a positive ROI.

For more, click over to the Yahoo! Search Marketing blog.

Case Study: Buying Time

How Sitewire used the Yahoo! Search Marketing Desktop Tool to cut its workload

Sitewire, a digital media agency whose clients include the Darden Restaurant Group, which runs Olive Garden, Red Lobster, and other popular restaurant chains, wanted to ease its search marketing workload. The company expressed its concern to Yahoo! and became one of the first Sponsored Search clients to try the beta version of the new Yahoo! Search Marketing Desktop, an application that allows users to easily and cost effectively create and manage Yahoo! Search Marketing campaigns.

Learn how the company saved time and effort over at the Yahoo! Search Marketing blog.

Connect With Your Butterfinger

How Yahoo! helped Butterfinger build a home for its customers online with a comedy video network

Nestlé wanted to connect with its Butterfinger candy bar customers and its comedic heritage online, but it didn’t rely on traditional digital advertising to do it. Instead, it worked with Yahoo! to build a home online for its customers: a video network where they could watch funny videos.

The Challenge
Nestlé wanted to maintain the Butterfinger brand’s comedic heritage while bringing its appeal up-to-date, especially among the candy bar’s core customers. “Humor is part of our brand equity,” says Daniel Jhung, Marketing Manager, Nestlé Butterfinger. “We wanted to get broad reach to our target consumer, align ourselves with them and with the kind of irreverent humor they identify with most.”

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One Shining Moment

Norton hits a three-pointer with college basketball tournament campaign on Yahoo! Mobile

According to sports pundits, “defense wins championships.” This maxim is often true for the annual championship tournament of college basketball, commonly known as “March Madness.” The security software leader Symantec plays a different type of defense, but one that is no less vital to its legions of fans and customers. Over the years, the company’s Norton products have built a legacy similar to those of college basketball powerhouses like UCLA and North Carolina.

During the 2009 tournament, Norton promoted a free trial of its new product, Norton Internet Security 2009, targeting Yahoo!’s highly engaged mobile audience. The goal of the campaign was to generate awareness of Norton’s performance improvements, and to capture email addresses to build its opt-in database. Like a Final Four “Cinderella” team, Norton’s mobile campaign far exceeded expectations, and provided important learnings for future promotions.

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