Following last week's organic search transition from Yahoo to Bing, Yahoo has announced that advertisers can now start transitioning their paid Yahoo Search Marketing accounts to the Microsoft adCenter. Officials predict that the ads will be served by Bing starting in mid-October, so marketers should get comfortable with the adCenter as soon as possible to ensure ad success in the coming holiday season.
In Microsoft's adCenter blog, David Pann, manager of the Microsoft Advertising Search Network, explains that marketers will continue to manage separate accounts for the two search engines until the official transition takes place. Then, the adCenter will power campaigns for both Bing and Yahoo users – representing a combined 31.6 percent of the U.S. search market.
The transition will ultimately benefit marketers because it will streamline their strategizing, enabling them to reach two audiences with the effort of one campaign. But it will be important to understand how to optimize Yahoo Search Marketing campaigns for adCenter. Using Microsoft Advertising Intelligence can help marketers who aren't familiar with Bing develop appropriate keywords and tailor bidding strategies.
Many marketers may be new to Bing and in need of council as they migrate ad campaigns to the adCenter. As Brafton reported last week, Microsoft is offering ample guidance to advertisers in light of the fact that 13 percent of marketers currently don't use Bing.