Updates
March 12, 2026: This article has been updated following the completion of this implementation.
March 12, 2026: The scheduled date has been updated due to the postponement of the release.
February 25, 2026: The implementation date and details of the feature additions and changes have been updated. A link to detailed materials (PDF) has also been added.
January 27, 2026: Publication of this article has begun.
Yahoo! JAPAN Ads Search Ads
ScheduleThursday, March 12, 2026
SummaryThe following feature additions and changes have been implemented for Search Ads.
Renaming of “Target List”
In Search Ads, the name “Target List” has been changed to “Audience List” (hereinafter referred to as “Audience List”).
This is a change in name only and does not affect list functionality or ad delivery methods.
Due to this renaming, if you are importing existing reports or operation history data, the import process may fail. Please update the name settings as necessary.
Addition of Targeting by Age and Gender
In Search Ads, targeting by specifying age and gender is now available.
By associating audience lists categorized by age and gender (hereinafter referred to as “Age/Gender Audience Lists”) with ad groups, you can target specific user segments.
By using this feature, you can adjust ad delivery intensity for each user segment according to your products or services, which is expected to improve return on ad spend and increase click-through and conversion rates.
*This feature will initially be provided to accounts with a certain level of transaction history, taking system load and other factors into consideration. Please note that detailed eligibility requirements will not be disclosed.
- Predefined Age/Gender Audience Lists are provided. These lists cannot be edited by users. In addition, detailed reach information such as user size cannot be referenced.
- Age/Gender Audience Lists cannot be used in combination lists.
- The audience list association list will display both user-created Audience Lists and system-created Age/Gender Audience Lists together.
For details such as usage examples of this feature and how to operate the Campaign Management Tool, please download the materials (PDF) below.