This summer, paid search as we've known it will change significantly. As we speak, old alliances are crumbling, new partnerships are on the table for negotiations, and advertisers will soon be forced to adopt a brand new advertising platform in order to avoid losing traffic on their campaigns. Join us in this on-demand webinar as Justin D'Angelo (Director of Paid Search), Mark Curtis (Team Leader) and Melissa Gerber (Yahoo Support Rep) unpack the recent headlines on Google, Bing, and Yahoo and gives you his advice and strategies for staying ahead of the curve when these game-changers go live.

2. Today’s Presenters
Justin D’Angelo
Director of Paid Search
Mark Curtis
Paid Search Team Leader
Nate Mohr
Marketing Manager
©2015 ROI Revolution, Inc.
Melissa Gerber
Agency Lead

3. Access the Recording:
ROIRevolution.com/makingheadlines
©2015 ROI Revolution, Inc.

4. What You’ll Learn Today
The specifics of the new changes in
the Yahoo!/Bing Search Alliance, and
what it means for all advertisers
How to maintain (and grow) your
traffic through the major traffic
shifts that start this month
Why the mobile website panic is
actually great news for everybody
(especially your customers)
What expiring search partnerships
could mean for your business for
2015 and beyond
©2015 ROI Revolution, Inc.
Heraclitus, 535–475 BCE
(perhaps on the topic of Paid Search)
“Everything changes and nothing
remains still… You cannot step
twice into the same stream”

5. Audience Poll
©2015 ROI Revolution, Inc.
When do search engines forecast that mobile
searches will surpass desktop computer searches?
• It has already happened
• Late 2015
• 2016
• 2017
• 2018

6. Mobile Trends
©2015 ROI Revolution, Inc.
Jerry Dischler, VP of Product Dev (AdWords) “AdWords Livestream 2015” – Tuesday, May 5th 2015
“As of today, more Google searches are taking
place on mobile devices than on desktop
computers in more than 10 countries,
including the US, Canada [and Japan].”

7. Mobile Trends
©2015 ROI Revolution, Inc.
Mobile search is growing
Desktop search is slowing
Mobile is already the dominant
platform for search & engagement

8. Mobile Trends
©2015 ROI Revolution, Inc.

9. ©2015 ROI Revolution, Inc.
News Headline #1
Search Alliance Amendment

10. Microsoft bids to
acquire Yahoo
(unsuccessfully)
2008 2009 2010 2011 2012 2013 2014 2015 2016
Transition Period
©2015 ROI Revolution, Inc.
Yahoo!/Bing Search Alliance Timeline:
Yahoo/Bing Alliance
Begins
(February 2010)
Yahoo/Bing Alliance
Announced
(July 2009)
Yahoo/Bing Alliance
transition complete
(Early 2012)

11. ©2015 ROI Revolution, Inc.
The Original Deal

12. ©2015 ROI Revolution, Inc.
Sales & support
• Yahoo serviced
“premium” advertisers
• Bing serviced
“self-serve” advertisers
Search Technology
• Bing in charge of search technology (Bing Ads, Bing Algorithm) for
all Yahoo and Bing search properties
The agreement was “non-exclusive” for search on mobile devices,
which is why Yahoo developed Yahoo Gemini
Yahoo was still required to still serve Bing Ads on mobile traffic
The Original Deal

13. ©2015 ROI Revolution, Inc.
The Amended Deal

14. Microsoft bids to
acquire Yahoo
(unsuccessfully)
2008 2009 2010 2011 2012 2013 2014 2015 2016
Transition Period
©2015 ROI Revolution, Inc.
Yahoo!/Bing Search Alliance Timeline:
Yahoo/Bing Alliance
Begins
(February 2010)
Yahoo/Bing Alliance
Announced
(July 2009)
Yahoo Gemini serves 100% of Yahoo
mobile & tablet, 49% of desktop,
New Sales & Support Structure
(starting July 2015)
Yahoo/Bing Alliance
agreement amended
(April 16, 2015)
Yahoo Gemini eligible to serve
up to 75% of Yahoo searches
(May 2015)
Yahoo/Bing Alliance
transition complete
(Early 2012)

15. ©2015 ROI Revolution, Inc.
Sales & support improved for all
parties (Yahoo, Bing, advertisers)
• Yahoo supports all Yahoo traffic
• Bing supports all Bing Ads traffic
Yahoo gains full control over most of
their search traffic
• 100% of Yahoo’s mobile / tablet traffic serve Yahoo Gemini ads
• ≤ 49% of Yahoo’s desktop traffic now serve Yahoo Gemini ads
Yahoo is now free to innovate, improve and differentiate their own
search experience across all sources of their traffic.
If Yahoo is not satisfied with the deal, they can terminate the agreement as
early as October 2015
The Amended Deal

16. 30-60%*
©2015 ROI Revolution, Inc.
*Based on % of traffic that 100% of Yahoo O&O and affiliate traffic represents on Mobile within YBN, as well as half of Yahoo PC traffic
Expected Traffic Shifts
G E M I N I
70-80%*
G E M I N I

17. ©2015 ROI Revolution, Inc.
Expected Traffic Shifts
Today Post Transition
Bing Ads Yahoo Gemini Search
30 to 60% decrease*
in Yahoo Bing Network
2,500% increase*
in Yahoo Gemini
*This is a current estimate based on internal Yahoo data, as well as the projected impact of moving all available search supply to Yahoo Gemini and current marketplace trends.
The percentage of traffic that may serve from Yahoo Gemini could vary for a number of reasons, including, for example, advertiser verticals or individual advertiser campaigns.

18. ©2015 ROI Revolution, Inc.
1. You’re now managing 3 major platforms (Google, Yahoo, Bing)
instead of just 2
• requires more time, expertise, analysis & attention
• require updates to conversion tracking, technology & tools
2. Separate sales teams provide enhanced service to advertisers
3. You must learn & use Yahoo Gemini now to make transitions
smoother
4. Right now search traffic is shifting, with potential rewards for
the early adopters
What Does This Mean for Advertisers?

19. ©2015 ROI Revolution, Inc.
Advertisers get:
• More control across all devices
• Faster product innovation
• Better support services
Multiple ad formats:
• Search ads
• Native ads
• Video ads
• Product Ads (coming soon)
About Yahoo Gemini

20. ©2015 ROI Revolution, Inc.
1. If you are unsure if you already have a Gemini account, contact
your assigned Yahoo representative (or call 866-540-7881)
a) If you don’t have an account, sign up for one
https://advertising.yahoo.com/gemini
b) If you do have an account:
• Transfer your campaigns from Bing Ads to Yahoo Gemini
• Set up the Yahoo Gemini conversion tracking script
• Fund your account
• Go live
Getting Started on Yahoo Gemini

21. Special Edition Web Clinic
©2015 ROI Revolution, Inc.
Register here to guarantee your spot: roirevolution.com/amazonstrategies
Mike Ewasyshyn
Product Feed Team Leader
Solving the Amazon Product Ads Puzzle
Strategies for tapping into the enormous river of opportunities with
Amazon Product Ads & eBay Commerce Network
Thursday, May 21st @ 2:00 pm EST (2 weeks from today)
• Specific product feed strategies for success on
Amazon & eBay Product Ads
• Why just submitting your Google feed isn’t ideal
• How to prevent “category bidding” from stealing
away traffic from your top-performing products
• Which reports show you exactly how to optimize
your product categories
• How “Link Macros” and “Bid cards” can help you
• Options and tips for tracking performance

22. ©2015 ROI Revolution, Inc.
News Headline #2
Google’s Mobile-friendly Update

23. ©2015 ROI Revolution, Inc.
Mobile-Friendly Update
• In effect April 21, 2015 (rolled out “over a few weeks”)
• Affects mobile searches in all languages
• URLs will be crawled, analyzed and scored on “mobile-friendliness”
factors:
• Readable text (no zooming or pinching required)
• Mobile-proper page dimensions (no horizontal scrolling)
• Usability of links (no hover functions, far enough apart, etc.)
• Absence of mobile-unfriendly technologies (Flash, etc)
• Uses a “real time” algorithm – Sites can likely recover their lost
mobile rankings quickly once they improve mobile-friendly scores
• Applies to smartphones only right now (however, site updates should
also consider user experiences on tablets)

24. ©2015 ROI Revolution, Inc.
Mobile-Friendly Update
What to do about it:
1. Check your website to verify
web friendliness:
www.google.com/webmasters/tools/mobile-friendly/
2. Quickly implement any
recommendations suggested

25. ©2015 ROI Revolution, Inc.
Mobile-Friendly Update
“40% of the leading sites failed
Google’s ‘mobile-friendly’ test and
may be down-ranked in search”
-Portent.com
Most common reasons:
1. Text sizes
2. Link spacing

26. ©2015 ROI Revolution, Inc.
Mobile-Friendly Update
Other resources:
Webmaster’s Mobile Guide
• Instructions for optimizing major website platforms

27. ©2015 ROI Revolution, Inc.
Mobile-Friendly Update
“This doesn’t affect me. I don’t
rank well anyway and paid search
isn’t affected by all this mobile
friendly stuff.”
While this update only affects organic traffic,
Google has been factoring mobile landing
page into AdWords quality scores since 2013.
If you still don’t have a good mobile
experience, you’re likely paying the price in
your AdWords account.

28. Mobile-Friendly Update
Don’t panic. Just act now.

29. ©2015 ROI Revolution, Inc.
News Headline #3
Expiring “Default Search” Deals
+

30. ©2015 ROI Revolution, Inc.
Expiring “Default Search” Deals
+Apple iOS:
• Makes up ~39% of total global search share,
estimated ~50% of paid search traffic affected
• Currently defaults to
• Google for
• mobile and tablet searches
• Safari on Apple desktop
• Bing for
• Siri (mobile)
• Spotlight searches (desktop)
• Agreement w/ Google expires this year

31. ©2015 ROI Revolution, Inc.
Expiring “Default Search” Deals
? +
Possibilities:
1. Apple renews search agreement with Google
• Apple has been distancing themselves from Google for many
years (Maps, Bing searches for Siri, etc.)
2. Apple chooses a different search partnership for iOS searches
• Yahoo (Marissa Mayer has been vocal about her desires to
make this a reality)
• Bing (already a limited partner with Apple search features)
3. Apple releases it’s own proprietary search engine
• Speculation only, but numerous reports of an “Apple
webcrawler” have surfaced
Do we know what will happen this year? No.

32. ©2015 ROI Revolution, Inc.
Expiring “Default Search” Deals
How do you prepare?
Get (and keep) your Bing Ads & Yahoo Gemini accounts up to speed.

33. Key Takeaways
Many of these things are realities that
have already happened. We should
act today, if we haven’t already
A fast and thorough transition to
Yahoo Gemini is the easiest way
to avoid traffic disruptions
Needing a good mobile experience was
news several years ago. They’re just
now enforcing it.
Be ready for a year of changes ahead
by staying in the know, and by
treating changes as opportunities
©2015 ROI Revolution, Inc.
Heraclitus, 535–475 BCE
(perhaps on the topic of Paid Search)
“Everything changes and nothing
remains still… You cannot step
twice into the same stream”

34. Access the Recording:
ROIRevolution.com/makingheadlines
©2015 ROI Revolution, Inc.