Yahoo! rich-media ads spike CTR, lower CPC

12/30/2011 | Rimm-Kaufman Group's Blog · MarketingVOX

The use of rich-media ads by Yahoo! is effective, because such ads provide more extensive metrics, writes Mia Brennan. Rich ads also boast lower cost-per-click and higher click-through rates. Limited availability of the ad format and the fact that it only appears on direct matches can make comparisons with standard search ads tricky, she notes.

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Rimm-Kaufman Group's Blog · MarketingVOX

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