Yahoo's David Roth on Paid Search and Branding

Near the end of September, Yahoo began a new branding campaign in an effort to re-shape the Internet giants image. WebProNews caught up with David Roth, the Director of Search Marketing at Yahoo, to talk about the re-brand and specifically, the paid search element of it.

Roth said the purpose of the new campaign was to re-engage users with Yahoo. The campaign put a new face on Yahoo and gave it a new slogan: Its You! The taglines intention is to put a focus on users and show that Yahoo has something for everyone.

Since Yahoo is trying to re-engage its users, Roth saw the need to incorporate paid search techniques. Although people talk constantly about true value lying in branding and awareness, any time a person pays for something, he wants to know what he gets in return. As a result, Roth and his team had to essentially create a set of metrics to measure engagement in the context of their campaigns.

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Howto & Style

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