There are many changes that will occur when Bing takes over as the platform for Yahoo’s search engine. These changes will affect the SEO world as well as search engine marketing and pay per click campaigns. If you are using Bing or Yahoo to advertise your website, there are some things that you will need to prepare for.
First of all, the management system for PPC between Bing and Yahoo will be combined into one. You will need to use the Microsoft adCenter program in order to advertise on Yahoo’s search engine results. This means that if you manage your ads differently on the two systems you will need to change this before the switch takes place, and start thinking about how you will structure everything once it is integrated into Microsoft adCenter.
There are three basic ways that you can deal with the transition. The first is to keep your adCenter account and to delete your Yahoo account. If you already have an adCenter account that manages all of the keywords, groups of ads, and the ads that you will be using after the transition, then you are in luck. All you will need to do is turn off your Yahoo account. The great thing about this is that it will also allow you to keep all of your historical data regarding click through rates and so forth.
The second option, if you don’t have an adCenter account or if something is in one way or another wrong with your current adCenter account, you can import all of your Google information into an adCenter account, or another third party.
The third option is to transfer your settings and ad information from the Yahoo account to the Bing account. Both Yahoo and Bing have promised that when the switch has been made, that there will be a fully automated process allowing you to transfer all of you pay per click ad information from Yahoo to Bing. The feature differences are supposed to be taken into account as well. The great thing about this is that it will only require one click. Of course, since it is an automated process there is always the risk that some of the information may be lost. If you are worried about this, you may want to set up an adCenter account, if you don’t have one, and enter in all of the ad information yourself, then shut down your Yahoo account.
After the transition has been made, it is expected that the Bing search engine will take up about thirty percent of the search engine market. This means that the number of times somebody will see your advertisements may go up. It is guaranteed to go up if you were only using PPC with Yahoo or Bing, and it is possible that it will go up even if you are advertising with both, as this may make people more likely to use the Bing or Yahoo search engine than they were in the past. Bing advertisers can expect to see an increase of twenty percent in the number of impressions that they will receive. This is because more people will be searching using the Bing search engine than in the past.
One issue that will affect advertisers using PPC on Bing and Yahoo is the fact that they will no longer be able to target the traffic separately. This is important because, depending on the issue, the type of customer who shops on Yahoo is not necessarily the same type of customer who shops on Bing. In some cases, a Yahoo searcher might be more likely to click on an ad than a Bing searcher. It will no longer be possible to optimize keyword choices for these two separate types of traffic. This could have a negative impact on some people hoping to drive traffic to their site using PPC. However, those who were not already trying to optimize for these two separate markets, or who were trying to and were not succeeding, will no longer have to worry about the distinction. This means that they can focus their attention on other matters. The fact that there is one less thing to worry about may come as a relief to some.
Another factor to consider is that it is very likely that there will be many more people using PPC on both Yahoo and Bing when the two are combined. Since Google is by far the largest provider of search engine traffic, and Yahoo and Bing individually make up a much smaller share, many advertisers have chosen to only advertise through Google AdWords. Now that Bing and Yahoo searches will be combined, however, to make up almost a third of the market share, it is much more likely that more people will start using PPC not only on Google but on Bing as well. This means that there will be more competition over keywords. This could cause the prices of the ads on both Yahoo and Bing to rise significantly. It is too soon to tell how much this will affect the costs, but it is a good bet to assume that the prices will go up.
For those who have an established advertising history with Yahoo, but not with Bing, they will unfortunately be hurt in the transition. They will have no quality score, meaning that they will need to start over. On the other hand, those who were early adopters that started using Bing as soon as it came on the market will have an established score that will give them an advantage in the switch over, provided that they already have a decent score. Currently, Bing advertisements offer better conversion than Google ads do. This may simply be the result of fewer competitors, so it is difficult to predict how this might change when there are more advertisers using PPC through Bing. If the Bing search experience becomes more saturated with ads, there is a possibility that the conversion rate will drop.