MSN and Yahoo! Search Partnership – What?
Yahoo! announced that the United States and European Union had granted clearance for the Yahoo! and Microsoft Search Alliance merger in February 2010, and many online advertisers and PPC clients have been wondering how the transition will affect them.
The merger is expected to be complete by the end of 2010 and will make the entire advertising platform much more powerful and engaging for consumers. Once the implementation process is complete, PPC advertisers can expect the following:
• Customer reach of up to 150 million searchers, which is approximately 62 percent more in search volume than before the merger. This is because the ads will be run on both the Yahoo! and Microsoft networks.
• Easier ad management through Microsoft’s adCenter portal. This system allows advertisers to reach Yahoo! and Microsoft sites, and also branch out to premium partner sites.
• Higher quality search results, as Microsoft and Yahoo! develop technologies that drive high-quality algorithmic and paid search results
All current Yahoo! Search Marketing advertisers will be transitioning to the Microsoft Advertising adCenter platform through 2010, and Yahoo! has developed an official Yahoo! Transition Center to make the move easier.
Yahoo! will be doing the following to ensure a smooth transition:
• Completing the transition in the U.S. and Canada before the beginning of the 2010 holiday season
• Providing a window of time beginning in the late summer of 2010 to initiate and complete the transition
• Ensuring regular communication
• Providing downloadable materials, articles and training guides
• Sending advertisers regular email updates
• Posting the latest information on the Yahoo! Search Marketing Blog
Yahoo! has indicated that advertisers who want to become more familiar with the Microsoft adCenter platform can open up an MIcrosoft adCenter account at any time, and still maintain their Yahoo! account as usual. They can then migrate over to the Microsoft adCenter system during the transition period.