Using images, videos, multiple page links and other interactive features, Rich Ads in Search create a more engaging experience for your prospective customers—and can help drive more of them to your website.
Rich Ads in Search appear on search.yahoo.com and bing.com in the first position only (displacing standard text ads to the right of the search results page), and they are now available for brand terms using phrase match in addition to exact match.
The advantage of leveraging this ad format is that on exact match, they average a 30-35% CTR and a 40-50% higher CTR when compared to a standard text ad.1
We anticipate sharing performance metrics for Rich Ads in Search on phrase match once more data becomes available for this recent enhancement.
How can you be sure your campaigns are set up for success?
The search advertising platform takes the entire search marketplace into account to determine whether or not to show Rich Ads in Search. The decision on whether to serve is based on relevance, performance, and bidding for all eligible ads.
Here are some tips to getting the most out of your Rich Ads in Search campaigns:
GET MORE TRAFFIC
- Maintain active text ad campaigns: Rich Ads in Search act as a complement to existing text ad traffic. In order to maintain a healthy search marketplace, the system optimizes the ad selection between Rich Ads in Search and text ads for the available impressions for the term.
- Include high volume keywords: When creating the campaign’s keyword list, focus on including keywords getting at least 100 impressions a week on exact match in the existing text ad campaigns.
- Add Phrase Match: You’ll potentially generate incremental traffic volume by appearing on additional relevant terms.
- Use the search query report: If you’re opted into to phrase match, pull regular search query reports to find more keywords to add on exact or add as negatives.
- Bid aggressively: You must bid higher for Rich Ads in Search in order to correctly indicate that this ad format is your preference. We recommend a 50% higher bid for a Rich Ads in Search over a text ad. Your 50% higher bid does not mean that your CPC will be 50% higher since your text ad bid does not influence your Rich Ads in Search CPC. CPC depends on a number of marketplace factors, which may include the level of competition in the marketplace.
- Bid explicitly: Set up explicit bids for Phrase and Exact, with phrase at 74% of the Exact bid for new keywords. Be sure to monitor each match type’s performance in the Keyword Performance reports by including bidded and delivered match types, and adjust Rich Ads in Search bids according to performance.
TEST AD VARIATIONS
- Test multiple Rich Ads in Search formats: Rich Ads in Search offer various format templates including link, image, form and video combinations. Yahoo! Search and Bing might optimize volume for different layouts depending on marketplace wide performance.
- Test new Rich Ads in Search: As you would with text ads, you’ll want to test new Rich Ads in Search and leverage ad copy for best performing text ads in order to remain competitive.
1Internal Yahoo! and Microsoft Data