Yahoo! Advertising and Bing

We have brought these together here as the future will be run as one service though different parts will be branded Yahoo! And MSN/Bing.

Ok the first thing to note is that Yahoo search advertising is over. We think. The official line is that:

Search (i.e. equivalent to Google’s AdWords)

As part of the Yahoo! and Microsoft Search Alliance, a user will eventually transition to using the Microsoft adCenter platform. The Yahoo! Transition Center will help anyone stay informed about this important change.

This is what they say:

Self service advertisers => Microsoft AdCenter
These unfortunate classes of people will be moved to Microsoft’s adCenter.

Strange that because Microsoft’s adCenter is easily the worst interface and the most difficult to use. This is what they say:

Two leaders in technology and online services are working together to bring you a powerful new choice in search advertising. Soon, you’ll be able to reach even more of your customers, with less time and effort.

Once implemented, the Yahoo! and Microsoft Search Alliance will provide you with:

AFS Comment: This is as good a reason as any to hand over your account to another agency

Managed Advertisers/Yahoo
Managed advertisers (i.e. Agencies our large advertisers) will be looked after by their Yahoo! Teams and it looks as if they will continue to use Yahoo and their great new Yahoo Search marketing desktop Tool (equivalent to Google’s AdWords Editor) which is great and infinitely better than Microsoft’s adCenter Desktop Tool. This is what they say:

Two leaders in technology and online services are working together to bring you a powerful new choice in search advertising. Soon, you’ll be able to reach even more of your customers, with less time and effort.

Once implemented, the Yahoo! and Microsoft Search Alliance will provide you with:

 

Now more than ever, Yahoo! is a vital partner for your advertising efforts. We are committed to making this transition as seamless and beneficial for you as possible. Our aim is a high quality transition of advertisers and partners in at least the US prior to the 2010 holiday season. However, we may wait until 2011 if we determine this will be more effective. Approximately three months in advance, we’ll begin working with you in detail to prepare you for the upcoming changes. In the meantime, please refer to the resources below.

 

Publishers/Yahoo
Next comes a distinction between advertisers and publishers. A publisher is when you are trying to sell advertising space on your website, whereas advertiser as it says is when you want to advertise on other websites (i.e. Google) to get people to visit your website/product/service.

Publishers will go with Yahoo.

Local resellers, those partners who have a local reseller contract with Yahoo will also remain with Yahoo.

 

Yahoo Paid Inclusion
Yahoo has announced that their paid inclusion program will cease at the end of 2010. In fact some of it is still ongoing but it I on the way out. Historically, there has been a lot of controversy over paid inclusion. Accepting money to be included in a free, unbiased, organic search index might be viewed as.

 

 

Yahoo Display
Yahoo’s new display advert system was released in June 2009 and will be updated again in 2010 and 2011.

Yahoo is the largest of those offering internet display adverts.

This will continue to be handed by Yahoo. Yahoo Display adverts has always had dominance in the Display Ad arena.

 

 

Worldwide advertising industry revenues are over $ 1 trillion

Yahoo has around 500-600 million unique visitors a month on all its platforms.

Yahoo reckon that their display adverts lead to a vast increase in purchases online but also, albeit smaller, increase offline. Though brand advertising within search is also recommended alongside display advertising.

The mechanism of purchase is different from search. There is a longer road to conversion often epitomized by Microsoft Atlas’s diagram show right. The basic these is that more customers are caught through display ads rather than just search.

 

 

The basic these is that you need a balance of display adverts, generic keywords, product advertising and brand advertising.

In Yahoo’s display advertising program you can target your display ads geographically, demographically, and within specific content network placements.

Yahoo’s display advertising is that it’s not connected to your Yahoo sponsored search account – mainly because you don’t have to have a Yahoo sponsored search account to advertise via display ads.

 

 

It’s easy to track the performance of your display ads to. You can get daily reporting on impressions, clicks, click-through-rates, conversions, spend, etc. You can set a daily campaign budget for each display advertising campaign, with a $30 per day minimum.

There are two pricing models, one for cost-per-click and the other is cost-per-one thousand impressions.

 

Google would like to retaliate
Google wants to increase its share of display adverting (Yahoo is the leader in this field) and has launched a three-pronged display advertising strategy.

 

 

Already via a number of tools they can offer the same or better targeting.