October 30th, 2010

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Yahoo/Bing PPC Partnership – What It Means

The Yahoo/Bing merger was announced a little more than a year ago. However, the actual integration of the services for PPC is just starting to be rolled out. With this merger, what does it mean for PPC advertising?

The Details

Bing and Yahoo combine to make up about 30% of the U.S. search market share, reaching about 155 million users. As a result of this merger, Yahoo will begin serving up Bing search results as well as using Microsoft adCenter as their PPC campaign management system.

The Benefits

The main benefit of the merger is that it consolidates both advertising avenues into one, which is Microsoft adCenter. As such, this greatly increases the reach of using Microsoft adCenter. That, coupled with the fact that Bing and Yahoo CPC costs traditionally have been lower than Google due to less competition in the ad-space, makes it a greater opportunity for advertisers.

Also, by combining the might of Yahoo and Bing vs. Google, it can only spur on more innovation in the future as it creates more competition between the two services. This is something that is good for everyone.

Another major benefit is, if you advertised on all 3 networks before, you get to save up to 33% of your time by consolidating Yahoo Search Marketing into Microsoft adCenter.

Advertising on Microsoft adCenter

If you’re a Yahoo Search Marketing user or even a Google Adwords user, there are some things you should look out for when switching over to Microsoft adCenter. These include:

  • Making sure ad titles meet Bing ad text guidelines. Yahoo ad titles allow for 40 characters, so it’s important to make sure they are changed to 25 characters, which is what Bing allows. Adwords shouldn’t be a problem as it also has a 25 character limit.
  • Taking advantage of adCenter features (mainly for Yahoo users), such as:
    • The ability to opt out of their content network or block specific domains
    • A more robust negative keyword limit
    • More campaign targeting options, including regions, age, gender, and more

We anticipate that there will be more changes ahead at Microsoft adCenter with the finalization of this merger and incorporating Yahoo Search Marketing into their service. As such, it’s hard to say how things will fair upon using this service in the long run. We’ll revisit this in a month or so upon more usage.

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