Yahoo has recently widened the Beta phase of its “Rich Ads In Search” (RAIS), Pay Per Click offering program. Previously, RAIS, which allows advertisers to place images, videos, links and forms directly into their PPC ads, had been available on a very limited CPM basis. But now it has been widened in order to increase testing and presumably increase income for the Search vendor.
While this looks like it could be an excellent addition to a paid search campaign there are some restrictions about using it. RAIS is only available on Branded terms at this moment in time, you need a dedicated account manager at Yahoo! This can be directly (assuming you spend lots of money with Yahoo!) or through Sitewire. The level of branded search volume will also be taken into account when assessing an application to the program.
So how does the RAIS ad perform as compared to a normal branded ad? Well, we are currently using this service for one of our clients right now and have seen our Branded Click Through Rates jump from 5.34% to 29.77%. That is a 5X increase in performance. Can you afford to ignore such improvements in advertising performance?
Yahoo! is not currently seeking additional participants, but check back soon, as the beta will be expanding in early 2010. We will keep you updated when we receive new information, if you like what you see and want to see how we can apply this to your search campaign, then contact a Sitewire rep and I am sure we can help.
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