• Save
4. Microsoft-Yahoo Search Alliance - Search University 3
Upcoming SlideShare
Loading in...5
×
 

4. Microsoft-Yahoo Search Alliance - Search University 3

on

  • 1,399 views

The Microsoft-Yahoo! Search Alliance: update and expected impact on the Search Advertising Landscape in Europe: Gilles Rousseau is the European responsible for the famous Search Alliance which is the ...

The Microsoft-Yahoo! Search Alliance: update and expected impact on the Search Advertising Landscape in Europe: Gilles Rousseau is the European responsible for the famous Search Alliance which is the merge between Microsoft Search Engine, Bing, and Yahoo Search Engine. He will explain the integration of both platforms in terms of technology, audience and advertising. He will then speak more specifically about Belgium and what it means to Belgian online advertisers.

Statistics

Views

Total Views
1,399
Views on SlideShare
1,399
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Images are worth a million wordsI have thus illustrated what this deals means in our two Search Engine Result Pages1. Powered by Microsoft. Yahoo! sells to premium advertisers, Microsoft to SMB2. Powered by Microsoft. Owned and enhanced by Yahoo!3. Powered and owned by Microsoft.
  • Yahoo! and Microsoft have come together for a number of reasons. We believe that by working together, we can create a stronger alternative in search, and that through greater competition, advertisers and consumers will ultimately benefit. What the deal is about: This is a global initiative with 10 year commitment by both companiesWe will provide more value and efficiency to our customers, three buying points become twoWe will provide an improved search experience for our users, data drives insight, which drives innovationThrough the scale we reach we will be able to speed up innovationand as a consequence better results for consumers, and increased efficiency for advertisersmeans an improved return of your investmentOn October 28th, the full migration was completed in North America, meaning that Yahoo! web and mobile organic search results are now powered by Bing and all North American advertisers are doing their search marketing through Microsoft adCenter. EMEA will be the next zone to migrate as soon as FY11Q3 with the UK France and Ireland as the first countries.
  • It’s worth reiterating that this search alliance is not a merger or an acquisition. There are specific areas where our two companies will be working together toward mutual goals, and there are other areas where we will still compete.  We will utilize the same Microsoft technologies to power algorithmic and paid search results for both of our companies, and all of our advertiser clients will use Microsoft Advertising adCenter as the single search advertising platform to manage campaigns across both the Yahoo! Search and Bing networks. We’ll divide the responsibility of supporting our advertiser clients – with Yahoo! taking the lead for premium advertisers, agencies and resellers and Microsoft taking the lead for self-service advertisers. This alliance is separate from our display ad businesses, as well as all of our other products, Web properties, email, IM. We’ll continue to innovate on our own and compete in those areas that are not related to search. Additionally, we will each own and innovate differentiated consumer search experiences – in other words, integrating our respective content, products and other innovations with the algorithmic and paid search listings that Bing and adCenter provide.
  • Now let’s get into some specifics on what’s in it for you. You have some very tangible benefits – the work required to manage campaigns across Yahoo! Search and Bing will essentially be cut in half. You’ll have one search marketing platform – Microsoft Advertising adCenter – and one account team – Yahoo!’s Not only does this save you time and effort, but it gives you the opportunity to better optimize across a larger volume of traffic. The net effect we anticipate is better campaign performance because your optimization efforts will be focused in one place instead of two.  
  • So what about that audience?UKWith one ad buy through Microsoft Advertising adCenter, you will be able to reach 23 million unique searchers using Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) providing 435 million monthly searches and a 5.9% search share.Microsoft and Yahoo! have searchers you won’t be able to reach elsewhere: 5 million unique searchers using Microsoft and Yahoo! Sites (including Yahoo! Search, Bing, and partners) do not use Google in the UK.comScoreqSearch (custom), November 2010.
  • It’s not all about volume. We heard our advertisers and we know that they want quality volume.So let’s take a look at this graph. The independent research company Comscore produces this report that looks at the behaviour of searchers post clickThe good news is that Yahoo! and Bing are consistently worldwide best two converting search engines.
  • The previous statement is confirmed also when we look at UK market specifically.Another independent research company Nielsen netRatings produces a quarterly report that looks at the behaviour of searchers post click.Yahoo! and Bing are consistently UK best two converting search engines: jointly our searcher are 41% more likely to buy than the average UK searcher. (Source: Nielsen NetRatings UK, May-Oct 2010)So what do advertisers wants? Reaching the right audience, at the right time, for the right price… And the minimum efforts. So what if these two great quality audiences were pooled, available to advertisers conveniently at once?Let us share the top level view of how the deal will be implemented.
  • So how are the partnership and the combined marketplace going?For context, we are in early phases of a long partnership. If you think of this as an effort to win significant share of Advertiser Search spend from Google, we have a goal to climb Mount Everest and we are at base camp.That said, we have taken a great deal of advertiser and partner feedback on what is going well and what isn’tWhat is working?:Conversion rates are increasingCPA is decreasing, and advertisers are also seeing significant ROI vs. the competition What you see here are the results of a recent independent analysis across an indexed set of 800 advertisersWhat isn’t?VolumeAnd on a related note complexity to configure demand, as compared to Panama and Google (we have different rules and setups). This creates friction for advertisers and agencies as they need to work across two platforms.Both of these issues are primarily due to the relative maturity of the platform and marketplace, and we know there is significant opportunity to unlock more value for advertisers.
  • Report: Bing-Yahoo Missed Opportunity For Marketers, Search Spend To Rise: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143089&nid=122741Bing is slowly but surely gaining ground on Google: http://www.nma.co.uk/3022347.article?cmpid=NMAE03&cmptype=newsletter&email=true
  • Paid search transition will happen in three sequential steps:Explain each step as following:Connect Yahoo! account with existing Microsoft advertising AdCenter account or signup to a new account in adCenterCampaigns will be created in adCenter based on the transition option chosen.  Campaigns will be in a paused state, ready for the account team to activate once Yahoo! Search traffic begins to be sourced out of adCenterAd Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing Platform over to adCenterIn the next slides we will explain you how the Y! AM will assist you along the phases to minimize the workload on your side.
  • Paid search transition will happen in three sequential steps:Explain each step as following:Connect Yahoo! account with existing Microsoft advertising AdCenter account or signup to a new account in adCenterCampaigns will be created in adCenter based on the transition option chosen.  Campaigns will be in a paused state, ready for the account team to activate once Yahoo! Search traffic begins to be sourced out of adCenterAd Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing Platform over to adCenterIn the next slides we will explain you how the Y! AM will assist you along the phases to minimize the workload on your side.
  • But for now, what should you do?Continue to actively manage your Yahoo! and Microsoft accounts all the way through the completion of the ad serving transition This is the only way to ensure a consistent presence on Bing and Yahoo! networks.Continue using our tools, features and products to help improve your performance. And don’t forget that there is a dedicated site that we will keep on improving. You’ll find there at any time the key info and the answers to your FAQs together with the transition timeline we have gone through together.

4. Microsoft-Yahoo Search Alliance - Search University 3 4. Microsoft-Yahoo Search Alliance - Search University 3 Presentation Transcript

  • 1
  • The Microsoft-Yahoo! Search Alliance: impact on the Search Advertising Landscape
    Gilles RousseauMicrosoft, Sr. Dir. EMEA Strategic Alliances
    11h10 – 11h40
  • Today’s agenda
    • What is Search Alliance
    • Benefits for advertisers
    • Learnings from the US
    • Implementation
  • What is Search Alliance
    Benefits for advertisers
    Learnings from the US
    Implementation
  • Introducing the Search Alliance
    5
  • 1
    1
    1
    1
    3
    2
    Yahoo! and Microsoft Search Alliance
    1. Powered by Microsoft. Yahoo! sells to premium advertisers, Microsoft to SMB
    2. Powered by Microsoft. Owned and enhanced by Yahoo!
    3. Powered and owned by Microsoft.
  • Competition
    Efficiency
    Customer service
    Innovation
    Performance
    Improve ROI to advertisers
    Provide a better search experience for ourusers
    Faster innovation through scale
    Create a competitive new choice in search
    Simplify advertisers search
    advertising
    Why
    join
    forces?
    7
  • … and we still compete.
    We work together…
    • All advertisers will use Microsoft Advertising adCenter.
    • Microsoft has licensed some core Yahoo! search technologies.
    • Microsoft will provide algorithmic and paid search results for both companies.
    • Yahoo! will support premium advertisers, agencies, and resellers.
    • Microsoft will support self-service advertisers.
    • Each company will maintain its own display business.
    • Each company independently manages web properties, products, email, and instant messaging.
    • Both companies own and innovate their own consumer search experiences.
    • Both companies will maintain and service their own affiliate search partnerships.
    8
  • What is Search Alliance
    Benefits for advertisers
    Learnings from the US
    Implementation
  • How the search alliance benefits advertisers
    Offers a competitive choice in search
    Offers a competitive choice in search
    Yahoo! and Microsoft are working together to achieve the scale and innovation necessary to offer a competitive new choice in search
    Provides better value and efficiency
    Simplifies search advertising account relationships with one account team
    Cost-efficient way to connect to a larger, highly converting audience
    Saves you time and effort with one place to manage campaigns on a global platform – Microsoft Advertising adCenter
    10
  • Search Alliance Customer Experience
    Two Segments, One Marketplace
    Advertiser
    today
    with
    One Marketplace
    Yahoo! Account Team
    Microsoft Account Team
    Microsoft SMB
    Account Team
    Yahoo! Premium
    Account Team
    One Buy
    Yahoo!I.O.
    MicrosoftI.O.
    One Platform
    Yahoo! Search Marketing Platform
    Microsoft Search Marketing Platform
    One Reporting System
    Microsoft Reporting & Analytics
    Yahoo! Reporting & Analytics
    Helps deliver better ROI
    Two Account Teams
  • The UK audience
    Reach 23 million
    unique
    searchers
    using Yahoo! and Microsoft sites
    5 million
    unique
    searchers
    use Yahoo! and Microsoft
    – not Google
    comScore qSearch (custom), November 2010.
    12
  • Worldwide
    Our searchers are more likely to buy
    The unique searchers on Yahoo! and Microsoft sites are:
    96% more likely to make purchases online than the average searcher.
    Audience buying power index
    Worldwide numbers shown.
    Source: comScore qSearch (custom), November 2010.
    13
  • 14
    The UK audience
    Two best converting search engines
    % of click-throughs leading to secure pages
    Together Yahoo! Search and Bing audiences are...
    41% more likely to convert than the averageUK searcher
    Source: NNR-UK, May-October 2010.
  • What is Search Alliance
    Benefits for advertisers
    Learnings from the US
    Implementation
  • North America Marketplace UpdateWe are seeing stabilization of the marketplace.
    CPC and volume in the combined marketplace are being closely monitored.
    • Pre-transition speculation about significant CPC increases have not borne out.
    • Increases in CPA and ROI seem to have more than compensated for any CPC increases
    • Click volume may not necessarily be equivalent to the combined volume of the two platforms due to some audience overlap
    We continuously monitor the market and traffic quality, and will work with you to help maximize clicks and optimize ROI.
    • Beginning this quarter, we anticipate a rich pipeline of innovations from Microsoft on a regular basis, helping to incrementally improve the marketplace, including new matching and optimization technologies.
  • Marin Software Research
    “Our findings indicate that the Search Alliance is clearly and unequivocally becoming a more attractive channel for paid-search marketers.”
     
    “The Search Alliance has resulted in improved traffic quality for advertisers, as evidenced by higher conversion rates.”
     
    “Yahoo!-Bing’s CPC consistently outperformed Google since the introduction of the alliance, and ended the year with a 20% advantage.”
    Cost per click
    Yahoo! Microsoft Search Alliance
    Google
    Yahoo!-Bing (adjusted) CPA & Conv Rate evolution
    Search Alliance Conversion Rate % Change and CPA % Change relative to competition
    Copyright © 2010 Marin Software, Inc. All rights reserved.
  • Latest Bing progress in the US
    18
    “The fact that Bing has crossed the 30% mark in the U.S. is significant in and of itself. Looking back through Experian Hitwise’s archives underscores the tremendous amount of growth for Bing-powered search. The rate of growth appears to be increasing […] Bing.com, which represented just 10% of searches in September 2010, represented 14.32% of searches in March, 2011”
    Source: http://mashable.com/2011/04/11/bing-search-growth/
  • What the industry is saying
    Marketers should view the Bing-Yahoo integration as a
    new opportunity
    Bing-Yahoo Missed Opportunity For Marketers, Search Spend To Rise, January 18, 2011
    It appears that the RPC on the combined Yahoo-Bing search platform is now on a par with Google.
    “Bing is slowly but surely gaining ground on Google”, January 14, 2011
    The partnership seems to be working, at least in North America, and it bodes well for the push into Europe this year.
    “Bing is slowly but surely gaining ground on Google” January 14, 2011
    … it seems that Microsoft is gradually, dare I say it, getting search right.
    “Bing is slowly but surely gaining ground on Google”, January 14, 2011
  • What is Search Alliance
    Benefits for advertisers
    Learnings from the US
    Implementation
  • Roll-out: We Are Building Scale…
    Today
    WW Footprint: 2Markets
  • We are building scale...
    2013
    WW Footprint: 55 Markets
    WW Query Share: >15% WW Searchers: 600+M
  • Typical market Transition Timeline
    Set up
    Prepare
    Optimise
    Paid search testing
    Customer migration
    Campaign migration
    Yahoo! Ad Ramp
    Tuning
    Algo testing & transition
    Billing transition
    Paid search transition
    Account Provisioning
    Connect Yahoo! account with existing AdCenter account or open a new account in Microsoft advertising adCenter.
    Campaign Staging
    Choose your transition option and create campaigns in adCenter. Campaigns will be in a paused state, ready for activation.
    Ad Serving Transition
    Ad Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing platform to adCenter .
    * To promote a positive advertiser experience throughout the transition, we may adjust transition timing and dates as needed.
    23
    Account Provisioning
    Connect Yahoo! account with existing AdCenter account or open a new account in Microsoft advertising adCenter
  • Where we are today
    Set up
    Prepare
    Optimise
    Paid search testing
    Customer migration
    Campaign migration
    Yahoo! Ad Ramp
    Tuning
    Algo testing & transition
    Billing transition
    24
    Account Provisioning
    Connect Yahoo! account with existing AdCenter account or open a new account in Microsoft advertising adCenter
  • Guidance to advertisers
    Keep managing and optimizing your Yahoo! and Microsoft accounts until transition is complete.
    This is the only way to keep receiving valuable traffic from both accounts.
    Keep using our tools, features, and products to help improve your performance.
    We’re working to determine future feature capabilities, always keeping in mind what’s best for you.
    Visit www.searchalliance.com/frfor the latest news.
  • Gilles Rousseau
    Sr. Director EMEA Strategic Alliances
    Gilles.rousseau@microsoft.com
    Thank You!
  • 27