Searchfest Presentation: David Roth (Yahoo Director of Search Marketing)

David Roth is the Director of Search Engine Marketing for Yahoo!. He joined the company in 2006 and is responsible for guiding the SEM strategy across all of Yahoo! properties, including overseeing SEM programs, establishing internal best practices and streamlining reporting standards.

Strategy - Close the gap in Search Monetization, new auction model. Better user / advertiser experience. Panama caused CTR to rise rapidly. More people clicked on sponsored results relative to natural results. Yahoo enhanced customer service, phased transition to the new model. Local search offering, mobile search.