The Oneupweb Mobile Response Team Tackles Yahoo Gemini

You are less than a week away from Mobilegeddon (or Mopacalypse, or whatever other end-of-days moniker you’d like to attach to April 21, the day Google begins using a website’s mobile-friendliness as a ranking signal for mobile searches).

Hopefully, your site is in order and accessible across devices. We’re going to assume so and take this occasion to address something else mobile related: Yahoo’s mobile search and native marketplace, Gemini.

Yahoo gets step-child treatment when it comes to search and digital marketing. Nonetheless, for the right client, and with the right strategy, it can be a useful channel—especially in mobile.

Consider these facts and statistics:

• Yahoo’s U.S. mobile audience has grown 44% in the past year—outpacing average mobile growth in the U.S. 1.6x
• 85% of Millennials use Yahoo on their mobile device
• Yahoo recently unrolled 40 different personas you can target via Gemini

What you have here, then, is a market that is showing strong growth, one where you’re able to reach that critical Millennial audience and where you can do so in a targeted way.

Who, specifically, can you target on Gemini?

Glad you asked—the main categories are:

• Business
• Travel
• Shopping
• Sports
• Entertainment
• Lifestyle

Subcategories are available in each primary category. You can target small business owners in Business, for instance, or flight “intenders” under Travel. Lifestyle has the most subcategories, allowing targeting for auto enthusiasts, runners, new mothers, singles, pet owners and more.

As mentioned above, the effort all depends on your specific marketing objectives. But what do you need to start using Yahoo Gemini?

First, you need a Yahoo Ad Manager account. Then you need to set up at least one campaign. And, of course, you need ads to.

Each ad:

• Can have a title of up to 50 characters
• Contain a description of up to 150 characters, a
• Can have a landing page URL, your company name (limited to 25 characters) and a display URL.

You can incorporate images, but they should be high-quality with an 82×82 or 1:1 ratio. Yahoo recommends images 1073 pixels wide by 715 pixels tall.

Finally, you simply set your audience and adjust your bids. It’s not all that different from paid media efforts on Google or other channels.

Are you interested in learning more about how Yahoo Gemini can work for you? Contact us—we’d be happy to discuss it in more detail and tailor the conversation around you.