SubscribePreparing B2B online marketing campaigns for Yahoo-to-Bing paid search transfer
2010-08-31
Last week, Yahoo and Microsoft announced the transition of Yahoo's organic searches to Bing was complete. The next step in the companies' search alliance is to migrate Yahoo's paid search clients to Microsoft's adCenter.For many firms, this transfer will represent a significant departure from their typical search engine marketing strategies. According to a recent survey from Marin Software, the average search marketer spends nearly 17 percent of their budget on Yahoo, while they allocate only 5 percent to Bing.
Additionally, 13 percent of advertisers forgo Bing altogether, focusing more on Yahoo and Google, the industry leading search engine.
This could have negative consequences on the B2B online marketing initiatives of unprepared firms. "When the [Yahoo and Bing] Search Alliance transition takes place, advertisers that have not invested in bringing their adCenter campaigns to parity will see a drop in traffic and revenues from paid search," asserts the source.
With Yahoo now directing all searches to Bing, Microsoft's search engine now serves a significant number of queries. According to recent comScore reports, a combined 32.7 percent of the queries conducted in July took place on Yahoo and Bing.
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