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Yahoo’s Transition to Microsoft AdCenter: A Mixed Bag for Advertisers
Posted By Frank Lee On December 7, 2010 @ 3:26 pm In Featured,News,SEM | 3 Comments
The approval  of the Microsoft/Yahoo! search alliance was one of 2010’s most important news stories for search marketers. And on October 27, Yahoo! announced  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:
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?
Article printed from The Search Agents: http://www.thesearchagents.com
URL to article: http://www.thesearchagents.com/2010/12/yahoo-transition-to-microsoft-adcenter-a-mixed-bag-for-advertisers/
URLs in this post:
 approval: http://www.thesearchagents.com../../../../../2010/02/microsoft-and-yahoo-gain-approval-on-search-agreement/
 announced: http://www.ysmblog.com/blog/2010/10/27/mission-accomplished-2/
 Image: http://www.thesearchagents.com/wp-content/uploads/2010/12/binghoo-performance.jpg
 Bing Brings More Conversions at Lower Costs: http://www.thesearchagents.com/2009/06/bing-performance/
 Microsoft Announces New Quality Score in AdCenter: http://www.thesearchagents.com/2011/03/microsoft-announces-new-quality-score-in-adcenter/
 Microsoft and Yahoo! Gain Approval on Search Agreement: http://www.thesearchagents.com/2010/02/microsoft-and-yahoo-gain-approval-on-search-agreement/
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