Yahoo! Search Marketing > Yahoo! Search Marketing Help > Sponsored Search > Managing Your Account

Learn about:	Creating a New Campaign	Entering a Campaign Name and Targeting	Creating an Ad Group and Specifying Distribution Tactics	Choosing Keywords	Setting Your Ad Group Bid	Creating Your Ad	Reviewing Your Ad Group
	Budgeting and Scheduling Your Campaign	Reviewing and Activating Your Campaign	Importing Campaigns	The Campaign Details Page	Campaign Settings	Related Resources

Enter a Campaign Name and Targeting

If you signed up for your account using our online signup tool, you had the capability to create one campaign using the Sponsored Search tactic (campaigns using the Content Match tactic can be created once your account is activated), one ad group and one ad. The tool allowed you to choose up to 50 keywords for your campaign. The keywords you created when signing up all share the same bid. When your account is active and you log in, you can create additional campaigns, ad groups and ads, as well as add additional keywords and set individual keyword bids.

Note: The graphic above is provided for illustrative purposes only, and will not actually appear in your account.

One of the first steps in creating a new campaign is to select a campaign name and determine the preferred audiences to whom you would like your advertising message to target. On the Enter a Campaign Name and Targeting page, you have the ability to:

• Enter a campaign name (we recommend that you be as descriptive as possible).
• Enter any relevant descriptions for this campaign.
• Choose your audience targeting preferences at the campaign or ad group level:

• Demographic Bidding allows you to target your ads to demographic groups (age and gender) on Yahoo! sites by setting a bid adjustment. Your bid will be increased by the premium you specify when we determine that certain traffic appears to be consistent with your selected demographic preferences. For example, if you are an electronics store promoting HD televisions around the time of the Super Bowl, you could create a campaign with males in the 30-34 year old age range selected as your demographic bidding preference. You could then use our bid adjustment feature to place a premium on your bid.

  Learn more about Demographic Bidding

• Geo-targeting allows you to target your ads to potential customers located or interested in particular geographic areas within the market selected for your account.¹ You can also select a premium to be added to your current base bid when we determine certain traffic to be consistent with your targeting selections. For example, if your business sells real estate within the state of California and you select California as a geo-targeted region, your ads may be shown to potential customers located in California who search on your keywords, as well as to users who may be located outside of California but enter search terms that contain your keyword and the geo-modifier “California.” There are six geo-targeting preferences to choose from:
  1. Entire Market – by default, your campaigns are set to target all 50 United States and all 13 Canadian provinces/territories. Targeting the entire market might be useful if you are a national retailer looking to build brand awareness.
  2. Country – target all 50 United States OR all 13 Canadian provinces/territories. Country targeting allows you to target just the United State or Canada. If you only ship to the U.S., you might benefit from targeting at the country level.
  3. State – target specific states and provinces/territories. If you are a national online retailer you may choose the option to target by state in order to geo-target a campaign to one state first as a test before distributing the campaign broadly.
  4. Designated Marketing Area (DMA®) – DMA® is a registered service mark of Nielsen Media Research, Inc. and stands for “Designated Marketing Area.” A DMA is a region that is usually associated with a metropolitan area, potentially containing multiple cities. The clusters are specific regions within a state that are based on Nielsen rating standards. Some DMAs, however, contain counties and areas that may span across more than one state or region. For example, a DMA associated with California may contain portions of Arizona, Nevada and Oregon. You might target by DMA if you own a business offering local services only catering to the city where your business is located and surrounding areas.
  5. City – target specific cities. If you own a business that has multiple locations throughout several cities you may use geo-targeting to create unique ads that correspond to each of your locations. This can be particularly useful if one or more locations are running a special promotion or have some other unique feature that you would like to advertise.
  6. Zip/Postal Codes – target specific zip and postal codes and/or those within a 3 or 6 mile radius of your selected zip. If you own a local business that has a limited service or delivery area you may choose to only target users that correspond to that area. For example, if you own a bakery in San Francisco you might geo-target a campaign to known zip codes in San Francisco and its surrounding area because you do not deliver goods outside of that area.

     Learn more about geo-targeting

• Ad Scheduling allows you to target your ads to display during certain hours of the day and days of the week. When you schedule days and times, we will try to display your ads only during those scheduled periods based on the time zone you select. Ad Scheduling also permits you to specify a premium for traffic determined consistent with your preference selections. You might use Ad Scheduling if you are, for example, a sushi restaurant owner and you want to target an audience searching for restaurants during lunchtime.

  Learn more about Ad Scheduling

Considerations When Selecting Targeting Preferences

• Think about creating two separate campaigns or ad groups if you decide to geo-target your advertising message.
• You can create one campaign that uses the default targeting to the entire market, but use geo-modified keyword terms. Geo-modified keyword terms include the city/area name. An example of a geo-modified term might be “Los Angeles legal services,” rather than “legal services”.
• You can create another campaign or ad group that is geo-targeted to a specific country, state/province, city, DMA or to specific zip/postal codes. You should not use geo-modified keyword terms in your geo-targeted campaigns or ad groups.
• Ads created for geo-targeted campaigns can appear more relevant to searchers when your location is included in the ad’s titles and/or descriptions.
• Geographic targeting can also assist advertisers seeking to increase in-store sales.
• When using zip code geo-targeting, enter at least 10 zip codes to target sizeable traffic.

Learn more about entering a campaign name and specifying your targeting settings.

View the Enhanced Targeting Capabilities tutorial to learn more.

¹Note that geo-targeting accuracy is not guaranteed and may vary depending on the level of targeting selected, as well as other factors.

Next: Creating and Working with Campaigns – Create an Ad Group and Specify Distribution Tactics