Yahoo to Switch to Bing's Organic Results Next Month

  |  July 15, 2010   |  Comments

Yahoo plans to use Microsoft's back-end technology for organic search results from August or September, and for paid search ads by November.

In an update sent to advertisers today, Yahoo said it will begin serving organic search results from Microsoft's Bing engine from August or September onwards, as it begins to implement the deal the two companies penned back in July 2009.

Yahoo also reiterated it intends to migrate its paid search ads to Microsoft's adCenter by the beginning of the holiday season, but that it may choose to defer until 2011 if it concludes it would "improve the overall experience" for advertisers and users.

"If organic search results are an important source of referrals to your website, you'll want to make sure that you're prepared for this change," the e-mail read, while advising webmasters to ensure their sites are optimized for the Bing crawler.

Yahoo said much of its testing with Microsoft's back-end has so far taken place offline, but that it intends to begin testing the delivery of both organic and paid results this month. Testing with paid search volumes would be kept low enough to minimize any potential impact to advertisers' accounts, the company added.

Yahoo and Microsoft agreed to a deal worth an estimated $700 million in July last year. Under the terms of the partnership, self-serve advertising for campaigns on both Yahoo search and Bing handled by Microsoft's adCenter platform, with Yahoo licensing its search technology and Panama ad buying system to Microsoft for the life of the 10 year deal. Meanwhile, Yahoo will retain control of search ad sales for premium, human-sold campaigns on both Microsoft and Yahoo-owned websites.

Microsoft agreed to pay Yahoo 88 percent of search revenue generated through Yahoo's owned and operated properties for the first five years of the relationship, and for the first 18 months of the pairing it will guarantee Yahoo's revenue per search in each country where it operates, following implementation in that country.

The deal does not include any display advertising, which both entities will continue to run separately.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...