Yahoo-Bing search transition: Mark James offers insights from the inside

Paid search evolves as Yahoo and Bing join forces

Mark James spoke on the Yahoo/Bing search transition and on how to navigate your way through the changes at SEMPO Boston’s event on Nov. 18, 2010.

Yahoo and Bing (Microsoft search) search transition

• 1 algorithm on 2 platforms
• Accounts for 37.1% of searches

AdCenter attuned to landing page conversion

• The algorithm is tuned to expected performance: Are searchers finding what they need?
• Traffic may be dropping, but conversion rates are increasing

Yahoo-Bing integration’s impact on paid search

• Real-time budgeting
  • Updates every 10-15 minutes
  • Can control overspending
  • Recommend setting budget caps to desired traffic
  • Last week: 97% of all campaigns remained within the budget cap
  • Can redistribute budget based on traffic fluctuations

Yahoo-Bing search tips to  increase your website visibility

• Use query logs
• Search query performance report
• Expand from broad and phrase match

Microsoft Advertiser Intelligence

• Negative terms can block exact match
• Ex:  Want “mortgage calculator” and have blocked “calculator”, will block both
• Ad Optimizer
• Will determine highest converting ad & display 90% of the time
• Landing page relevance weighed more heavily
• Be sure ads and pages match

Sources such as, Microsoft Transition Center, will help to transition your business smoothly through these digital changes.

For further information on the Yahoo/Bing transition and Microsoft’s Teresa Elliott’s insight on the topic, view Designated Editor’s post Bing and Yahoo search integration complete: What’s the impact on paid search?