Yahoo Launches Cost-per-Lead Ad Unit in Organic Search Results
Yahoo Advertising has introduced something that might catch your attention: a new cost-per-lead ad unit right under a website’s listing within organic search results. This ad format can collect demographic information, such as email addresses, phone numbers and ZIP codes. In other words, Cost-Per-Lead for Search Ads (yes, that’s the name of the product) “lets you add a contact form to your listings — increasing searcher engagement and encouraging users to provide valuable information, like demographics, email addresses, and even their ‘digits,'” according to Yahoo. Advertisers who opt to use this feature only pay when a user completes the form.
In its announcement, Yahoo says this ad format has yielded click-through rate increases of 6 percent. The company also says that it will verify all submitted user data to make sure advertisers are only charged for valid leads.
Google has a similar cost-per-lead AdWords format, which it launched earlier this year.
