A competitive choice in Search Marketing Cedric Chambaz - Microsoft Advertising The Online Business Makeover | March 12th, 2012 #BINGYAHOO
Agenda: Yahoo! and Microsoft Search Alliance explained The impact for British advertisers What now, what next? Questions & Answers
The Microsoft and Yahoo! Search AllianceExplained.
Competition Efficiency Customer service Innovation Performance Create a Simplify Provide Faster ImproveWhy competitive new choice your search a better search innovation through your ROI join in search advertising experience for the scaleforces? consumers 5
Bing powers searches on Microsoft and Yahoo! • Microsoft adCenter will be the unified search marketplace for all search campaigns. • Yahoo! will become the exclusive sales force for premium search advertisers. • Microsoft will support small business advertisers. • adCenter ad campaigns will appear on Bing and Yahoo!. • Yahoo!’s search results page will include their own content, shortcuts, and tools to make the search experience unique for users. Visit www.searchalliance.com/uk for the latest press releases. 6
Yahoo! and Microsoft Search Alliance 1 1 2 1 3 1 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. 7
We work together… … and we still compete.• All advertisers will use Microsoft • Each company will maintain its own Advertising adCenter. display business.• Microsoft has licensed some core Yahoo! • Each company independently manages search technologies. web properties, products, email, and instant messaging.• Microsoft will provide algorithmic and paid search results for both companies. • Both companies own and innovate their own consumer search experiences.• Yahoo! will support premium advertisers, agencies, and resellers. • Both companies will maintain and service their own affiliate search partnerships.• Microsoft will support self-service advertisers. 8
The Microsoft and Yahoo! Search AllianceImpact for British advertisers.
More volume with less effortUnited Kingdom 223M 439M Monthly 216M Monthly Searches1 Monthly Searches2 Searches2 18M Unique Searchers1 11.3M Unique Searchers2 10.5M Unique Searchers2 1. comScore qSearch (custom), January 2012. 2. comScore qSearch, January 2012 12
Connect with searchers you can’t reach elsewhereUnited Kingdom Microsoft and Yahoo! unique• 21% of the unique searchers using 18 searchers1 Microsoft and Yahoo! sites (including Million Yahoo! Search, Bing, and partners) do not use Google in the UK.1 Microsoft and Yahoo! unique searchers that don’t use Google1 3.8• That’s 3.8 million unique searchers in the Million UK that you can only reach with search ads through Microsoft Advertising adCenter.1 1. comScore qSearch (custom), January 2012. 13
Best converting search engines % of click-throughs leading to secure pages Together Yahoo! Search and Bing audiences 8.0% 7.7% are... 5.7% 5.8% 5.4% 36% more likely than the average UK searcher... to convert after clicking through Average Bing Yahoo! Google Ask.com Source: NNR UK, Dec ‘11 14
Microsoft and Yahoo! Search AllianceWhat now, what next?
EMEA transition timeline* The paid search transition for UK, France and Ireland began in February 2012, with a view to completion by the end of April 2012. Transition will involve the following steps: Prepare Set up Optimise Paid search testing Customer pre- migration Account migration You are here Billing transition Yahoo! Ad RampAccount Provisioning Campaign Staging Ad Serving TransitionConnect Yahoo! account with existing Choose your transition option and Ad Serving for Yahoo! search queriesAdCenter account or transition your Yahoo! create/expand campaigns in adCenter. will transition from the Yahoo! SearchAccount into a new account in adCenter. Campaigns will be in a paused state, ready Marketing platform to adCenter . for activation (when transitioning from Yahoo!). * To promote a positive advertiser experience throughout the transition, we may adjust transition timing and dates as needed. 16
What should you do now:If you have a Yahoo! account:Migrate it to adCenter using thetransition portal available directly in yourYahoo! Search Marketing account.If you have an existing or a newadCenter account:Optimise it for the imminent combinedmarket place:• Increase your budget to face the increased volumes• Expand your keyword library to address the new search behaviours• Reconsider your bidding strategy to reflect the increased competition Visit www.searchalliance.com/uk for latest news & tips. 17
We know you havequestions. Here are some answers.