Bing and Yahoo search integration complete: What’s the impact on paid search?

Bing-Yahoo search transition changes the paid search marketplace

Teresa Elliott, Search Evangelist at Microsoft, spoke about the recent changes at the SEMPO Boston event on Nov. 18, 2010. What does this alliance mean for paid search?  What does this mean for your business?

Enhance your PPC campaigns and business visibility to reach more customers

• Microsoft is driving algorithm changes for Bing and Yahoo
• 2 displays & 2 web properties
• Algorithm search transition (completed 8/24) seeing 31.7% of searches across both platforms

Post Bing-Yahoo transition tips

Enables greater flexibility for search ad distribution controls, choose

• entire network
• or Yahoo & Bing
• or partner sites only

Partner site domain blocking

• Can exclude up to 500 domains
• Available to PPC & organic

AdCenter offers

• exact match,
• broad match,
• phrase match,
• can bid on each individually

Keyword mapping

• Normalization: need to bid on misspellings, plural
• Expand keyword set

Budgeting

• Can spread over month
• Daily target (expect up to 20% over)
• or spend until exceed

Resources like Microsoft Transition Center will help your transition.