There’s some good news for paid Yahoo! Search advertisers for the upcoming holiday season – your ads are now powered by Microsoft!
If you recall back in August, Yahoo! and Microsoft started the transition of Yahoo! paid ad campaigns over to the Microsoft Advertising adCenter. The promise was for simplified campaign management and to save advertisers time. The transition is now 100% complete (and just in time for the holiday sales season).
David Pann, general manager of Microsoft’s Advertising Search Network said on the official blog post:
This will provide advertisers with the benefit of a combined marketplace through a single platform, creating a competitive alternative in search.
For our advertisers, we anticipate that the next few weeks will require close attention to campaigns as the adCenter marketplace begins to handle more volume. Because adCenter is an auction-based marketplace, price is set by supply and demand. As advertiser demand grows and drives competition in the adCenter auction, the increased competition may result in higher costs per click (CPCs) in the initial weeks following the transition. As advertisers experiment with bidding on each keyword to determine what works best for their campaigns, we expect these prices to stabilize within weeks.
Here are a few points for small and medium sized advertisers to consider with the transition:
- Good time for small marketers to step in internet marketing at competitive cost-per-click (CPC) prices.
- Microsoft adCenter offers more enhanced client targeting options than Yahoo’s previous advertising portal, Panama.
- With advertising on Yahoo! completely out of the picture you will be saving approx 30% of campaign time & budget management and you can expect better return on investment for your business since you are now only spending time on the results Yahoo and Bing will fetch you collectively.
As a result of the transition, advertisers are now able to reach 163 million searchers in the U.S. and 15 million searchers in Canada via a single account in adCenter.
With Google rolling out its Boost advertising service last week, this announcement is good timing for Yahoo! & Microsoft. It allows them to counteract the buzz around Boost which is especially important leading into the all important holiday shopping season.