The Yahoo! and Microsoft Search Alliance is a merger between the two companies to create a competitive choice in search for advertisers and consumers. This merger will assist both companies in speeding the pace of innovation to improve the search user experience, as well as help advertisers get better results. This alliance will help give your business a cost efficient way to connect with a larger combined audience of potential customers through a single advertising platform, Microsoft AdCenter.
This alliance is the evolution of search advertising as it becomes more powerful but yet easier to use. As a business owner you want to reach more customers which usually comes at a higher cost thus making it less profitable. The Yahoo! and Microsoft search alliance makes reaching more customers cheaper and easier. You will be able to reach more potential customers across Yahoo! Search and Bing giving you access to a combined 11%* of the Australian online market from a single platform.
Once implemented, the Yahoo! and Microsoft Search Alliance will benefit:
1. Advertisers by reaching more customers
The alliance will help you reach up to 150 million online searchers and get approximately 62% more search volume^ than on Yahoo! alone through a new, unified search marketplace combining the Yahoo! and Microsoft networks. By managing all your campaigns through the Microsoft AdCenter platform, you will be able to achieve greater efficiency and a better return on investment (ROI). You will also be able to reach users on both Yahoo! and Microsoft sites, as well as their premium partner sites.
2. Customers through rapid innovations
Yahoo! is continually delivering new features and innovations to the world’s favourite online destinations, content, and web products used by hundreds of millions of consumers to connect to the people and things that matters the most for them. That innovation will only accelerate under the new alliance. Microsoft will continue to develop the underlying technologies that drive high quality algorithmic and paid search results, while Yahoo! will use their resources to improve the consumer search experience.
Advertisers, consumers and even publishers will benefit from this alliance. By establishing a more competitive paid search marketplace, publishers (Yahoo! & Bing affiliate partners) will also benefit through potentially better monetisation and stronger innovation, while consumers will benefit by the increased focus on creating even more engaging and personalised experience for all users. So the bottom line is more customers, more sales opportunities and more control over your advertising dollars with the Yahoo! and Microsoft Search Alliance.
If you want to know more about why you should be advertising on Yahoo! and Bing, refer to this blog post.
This article was posted by Manesh Ram. Manesh is a Google AdWords Certified Professional, Yahoo! Search Marketing Ambassador and SEM Campaign Manager at Traffika. You can follow Manesh on Twitter @maneshram.
*Hitwise Mar 2010
^ ComScore Dec 09
Source: YSM Blog
