How do you decide where to spend your ad budget? I’d say choose the platform with the highest enchantment for your products. Find out the great stuff Yahoo! has to offer.

Google dominates the search engine market, but Yahoo! is a major player with a lot more enchantment. In my opinion, time to reallocate some of your advertising budget to Yahoo!

Here are 6 key factors to guide your decision:

#1 Choose the right type of ad

Basically there are two types of advertising with Yahoo! Search ads and Display ads. With search ads you can target people by geographic location and keywords related to your product. With display ads the ad will show up on the front page of Yahoo!

Ad displaying on websites works best if the ad is near the header, because people do not always go down scrolling. Yahoo! places the ad on the top right position of their home page.

#2. Use the moment of relevance

The campaign scheduling (day parting) feature is another useful tool inside Yahoo!. Some days of the week might show better results than others. It’s the same for certain times of the day. Yahoo! offers stats about day and hours to choose the moment of relevance.

#3. Create compelling ads

Today’s technology offers multiple creative solutions. Display ads can appear in many forms, including web banners. These banners can consist of static or animated images, as well as interactive media that may include audio and video elements.

#4. Engage with the perfect audience

Engage with the perfect audience. Use demographics, lifestyle or behavioral data to target the perfect audience for your perfect product.

One of the best features that Yahoo! has is the demographic information from the account interface. You get age groups and the male/female ratios of people searching for your keywords.

#5. Optimize your targeting specs

Yahoo! has powerful and extensive targeting capabilities. The geo-targeting option inside the sponsored search interface enables any advertiser to target specific areas and track conversion rates for several areas. It enables you to stop advertising in low performing areas.

#6. Start smart marketing

In my opinion, Yahoo!‘s Smart ads hold the future. According to Yahoo!: “smart ads combines Yahoo!’s targeting templates to dynamically create and serve the most relevant ads to consumers, based on a variety of targeting data”. Think about ads with different colors, images, headlines and call to action messages. These ads automatically adapt to the likes and lifestyle of the receivers.

A lot of companies discover the power of web marketing. New technology provides smarter solutions for precision targeting of your message. Yahoo! offers wonderful opportunities for advertisers. If you regularly advertise online, I encourage you to explore Yahoo!

Although I am excited about the technology, I have one comment. Success of your message is ultimately determined by your recipients. Use the technology in a smart way, and keep in mind what Guy Kawasaki thought in his New York Time bestseller, “Enchantment”: enchantment is about likeability, trustworthiness and perfect products.

Do you use Yahoo! for your online campaigns? What do you think of Yahoo! smart ads. Please share your opinion by leaving a comment below this post.