Microsoft will now power ads on Yahoo Search and Bing, which account for around 28 percent of U.S. searches.
Microsoft has announced it is now powering all aspects of Yahoo's search operations in the U.S. and Canada, following the successful migration of paid search campaigns to its self-service adCenter platform.
As of today, advertisers can purchase ads on both Yahoo Search and Microsoft's Bing engine through a single adCenter account, providing significant competition to Google's dominant AdWords search advertising product. According to comScore, Yahoo and Microsoft's combined search market share currently stands at around 28 percent, compared to Google's 66 percent.
The announcement marks the end of a yearlong process during which Microsoft and Yahoo integrated their technologies, ad sales relationships, and even staff, following the search alliance partnership they reached back in June 2009. Following the rollout in the U.S., the companies will now turn their attention to global markets, likely starting with those in Europe.
In a blog post announcing the completed transition, David Pann, general manager of Microsoft's Advertising Search Network said he expects costs per click to rise in the short term, as competition for ads increases as new advertisers join the marketplace. "As advertisers experiment with bidding on each keyword to determine what works best for their campaigns, we expect these prices to stabilize within weeks," he said.
As part of the search alliance the two companies agreed premium advertiser accounts will now be managed by Yahoo staff. That transition has now also been completed, Pann said. The pair has also built out a Transition Center resource for small and medium-size advertisers, designed to help them transition their campaigns smoothly to the adCenter platform.
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET