020 8891 2077
Digital Marketing Specialists to Benefit from New Microsoft AdCenter
In October 2010, Microsoft made an announcement that they would be running all aspects of Yahoo's search operations in North America. This announcement came after Microsoft successfully shifted paid search campaigns to its self-service adCenter platform. The Microsoft Advertising adCenter will power all digital marketing advertisements for paid search on all Bing and Yahoo properties. This includes owned and operated properties, as well as publisher networks in the United States and Canada.
Digital marketing advertisers will now be able to target more than 163 million Internet users in the United States, and 15 million searchers in Canada. The use of a single adCenter account for both Bing and Yahoo will save time on creating and managing advertising campaigns.
Presently, digital marketing advertisers can use a single adCenter account to buy ads on both Yahoo Search and Microsoft's search engine 'Bing'. This combination feature of adCenter is expected to offer a considerable amount of competition to Google Adwords, the market leader in search advertising. According to comScore, a leading digital marketing research company, the combined search market share of Yahoo and Microsoft stands at around 28 percent, compared to Google's 66 percent.
This announcement indicates the end of an integration process spanning more than a year, following a search alliance partnership formulated by Yahoo and Microsoft in June 2009. This partnership for building better paid search products, involved Yahoo and Microsoft sharing technologies, ad sales dealings and even employees. After powering all aspects of Yahoo Search in the United States, Microsoft now plans to do the same globally. They will most probably begin with a few countries in Europe.
David Pann, the General Manager of Microsoft's Advertising Search Network mentioned in a blog post that he expects costs-per-click (CPC) to increase in the short term. This would happen as the competition for ads rises when new digital marketing advertisers enter the market for paid search ads. He also mentioned that he expects ad prices to become constant after a few weeks. This would occur when digital marketing advertisers begin experimenting with keyword bidding, to find out what marketing strategy would suit their digital marketing campaigns the best.
There was also another key section in the search alliance formulated by Yahoo and Microsoft in 2009. Both companies had agreed that advertising accounts of premium advertisers would be managed by Yahoo employees. Pann mentioned in the same blog post that this transition has also been concluded.
Yahoo and Microsoft have also built a helpful resource for small and medium sized companies engaged in digital marketing. Known as the Transition Center, this resource will assist companies in shifting their digital marketing campaigns to the adCenter platform, as smoothly and efficiently as possible.
Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.
Digital Consultancy
Analytics Online Brand Management Conversion & Usability Digital Strategy SEO Consultancy Training & RecruitmentContact Us
Qudos Digital
70 London Road,
Twickenham, London TW1 3QS
Tel: 020 8891 2077
Fax: 0845 280 0338
Email: info@qudosdigital.co.uk
