If you haven’t heard, Yahoo! and Bing have combined search and content ads in an alliance. Microsoft Advertising adCenter is now the power behind both. This has created a number of changes for Yahoo! and Bing users alike, although some things have stayed the same. Let’s take a look at some of the basics of the Search Alliance.
While the search engine itself is now essentially the same for both, the way you search through Yahoo! and Bing stays the same. As a user, you still begin your keyword search from the search bar at the top of your home page or from the main Yahoo.com or msn.com pages.
As an advertiser, you can no longer bid on Yahoo! Search and Bing traffic separately. Instead, it is now a single platform that reaches 33.8% of the search market in the US. In other words, Microsoft adCenter says the 57 million people not using Google as a search engine will see your ads. That streamlines the process for bidding on non-Google advertising. While there are still a few bugs to be worked out in some individual accounts, the changeover is essentially complete.
So what are the advantages for Bing and Yahoo! to form the alliance? The most obvious is a combined search power against Google, since individually they could not compete very well. In a nutshell, Bing is Microsoft’s trade name for its search engine. Bing keeps its audience on the msn.com home page, boosts its search engine visibility and financially doubles its income. Yahoo! keeps its home page audience, boosts its visibility in the world of search engines and still controls Yahoo! Finance.
At Customer Magnetism, we have been working closely with the Microsoft Advertising adCenter representatives to make as smooth a transition as possible on our pay-per-click advertising campaigns. We have seen a few hiccups, but we have been assured that they will be taken care of as soon as possible.
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