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Yahoo’s Transition to Microsoft AdCenter: A Mixed Bag for Advertisers

The approval [1] of the Microsoft/Yahoo! search alliance was one of 2010’s most important news stories for search marketers.  And on October 27, Yahoo! announced [2] the successful transition of all advertiser accounts to the adCenter platform.

To assess the impact of the Microsoft/Yahoo! search alliance on advertiser performance, The Search Agency conducted a pre/post analysis across several accounts from a variety of industries.  We compared performance for the last 3 weeks separately managed by Yahoo! search marketing and Microsoft adCenter (9/20 – 10/10) to the first 3 weeks after the full transition to adCenter (11/1 – 11/21).  Between 10/11 and 10/27, there was a phased migration of accounts, so we removed this transition period from the analysis.

Here are the top-line results of our analysis:

[3]

Discussion

Impact for Search Marketers

Based on these findings, here are some recommendations to improve results across your BingHoo campaigns:

Note:  Microsoft does not disclose a quality score so it will be hard to gauge success based on this factor.  But CTR increases, or CPC declines and/or increases in average positions or traffic can be a good indicator of success.

What impact have you seen on your Microsoft/Yahoo! campaigns since the transition?   Do you expect these trends to continue or will advertisers and Microsoft make any significant adjustments to affect performance?

About Frank Lee

Frank is SVP of Client Services at The Search Agency and oversees paid search, conversion path optimization, and display media. He has been referred to as the "Mayor of Search," managing strategic partnerships with all the major search engines and publishers.