Yahoo launches its Search Marketing system in India

Yahoo India has launched Yahoo Search Marketing, a sponsored search system that makes it easy for advertisers to build and manage their online ad campaigns. The company claims that the new platform also helps advertisers to gain a higher return on their investments by targeting relevant customers.

“The new and more powerful Yahoo Search Marketing platform will enable marketers to manage their campaigns with ease and potentially derive improved ROI,” Sandeep Deshpande, GM, search marketing and small business, Yahoo India, has said. “Additionally, it presents a significant opportunity for existing YSM advertisers across the world to target Indian consumers.”

Yahoo Search Marketing will also allow advertisers to run analytics on their campaigns and run different versions of the same campaign to determine the message that works the best, according to Sandeep Deshpande.

Prashant Mehta, vice president and head, advertiser and partner group, emerging markets, Yahoo, has said, “We are very excited to introduce this new platform, which makes it easier for marketers to understand the performance of their campaigns and experiment more frequently with the medium.”

When asked about how YSM is different from competing products like Google’s AdSense, Prashant Mehta said, “Conventionally, advertisers that bid the most for specific keywords have the most chance of having their ads displayed. Our new platform will reward advertisers by focusing on contextually relevant ads, irrespective of the advertiser’s bid price. Apart from that, we have also added features like enhanced conversion tracking.”