Technology

Connect with customers interested in the latest technology.

Millions of consumers are using search to gather the information they need on consumer technology. As the most popular destination on the Web,¹ Yahoo! is the first place many consumers turn to find information on the products they want. Yahoo! Search Marketing can help connect you with this audience—and customers who are searching for what you sell.

Search and the Technology Industry

When they want to find out about the latest in technology, consumers are going online.

• 41% of consumer electronics purchasers leveraged a search engine prior to purchase.²
• 63% of consumer electronics purchasers who searched bought the product they intended to buy when the went to the store (vs. 40% who didn’t use search).²
• 38% of all consumer electronics online purchases take place 5 weeks after initial search.³
• 91% of consumers who convert on a trademark keyword start with a product search.³

What Yahoo! Search Marketing Can Do for Your Business

Consumer Electronics
In January 2006, there were more than 3 million searches on the Yahoo! network for cameras, mp3 players or printers.⁵ Regardless of whether you sell directly to consumers or leverage a channel partner, consumers are researching brands online even if they buy elsewhere.

Computing
In January 2006, there were more than 7 million searches on the Yahoo! network for computers, laptops or software.⁵ Leading manufacturers are already leveraging search to drive traffic to their site. Other manufacturers and software companies have an opportunity to help search increase awareness of their offerings.

• Sponsored Search is one of the most efficient and measurable vehicles available to advertisers today. It allows total flexibility for your marketing efforts, along with the opportunity to reach to consumers who are searching specifically for what you offer.
• Content Match enables you to reach beyond search to connect with more Internet users, generate more targeted leads and increase the visibility of your brand. Content Match expands the reach of your existing Sponsored Search ads by displaying them beside content on popular web sites.
• Search Submit can help provide extra reach and relevance within natural listings.
• Product Submit enables you to submit your products for distribution on Yahoo! Shopping. With 13 million unique users per month, it is one of the leading shopping sites. In fact, it was rated #3 by Consumer Reports in December 2005.

Research Studies

"Search and the Consumer Buying Cycle: Consumer Electronics," comScore, 2005 (pdf)

Best Practices

• Identify new product offerings and best sellers, and add to your keywords accordingly.
• Consider search when developing other online and/or offline marketing campaigns.
• Incorporate search into your branding and direct response campaigns.
• Make sure your landing pages are relevant to your keywords and contain strong calls to action.

Research Studies

"Search and the Consumer Buying Cycle: Consumer Electronics," comScore, 2005