Micro-Hoo! Good for advertisers, not for users?
So the announcement was finally made this morning that Microsoft Bing will now power Yahoo search for 10 years! You can read the details here and read Danny’s notes on the conference call and Q&A here.
This is good news for advertisers!
Let’s face it. We all start our search campaigns at Google AdWords. They own by far the majority of all searches. We fine tune them, our competitors start bidding like idiots and it drives our prices up. We’re forced to do the things we should do like A/B test ads, landing pages, etc.
We do all this because we want to be the best we can be on Google to get the best price.
Do we advertise on Yahoo and Microsoft? It depends on if we have the time, energy, and desire. Each had a small piece of the pie. So even if we did eventually move to Yahoo and/or Microsoft, it was always later.
For myself personally, I would simply copy what worked in Google. It wasn’t worth much else. Microsoft and Yahoo were just too small to care much about.
Now there will be one tool (MS AdCenter) to get on both. I know I’ll be jumping in a lot quicker now. MS has always had good ROI for several of our clients and Yahoo wasn’t bad either.
If I can now advertise all in one tool (for both Bing and Yahoo search), I’m more likely to do so and to improve it.
Great news for us as advertisers. Hooray!
What about users?
The news might not be quite as good here. If you search at Yahoo or search at Bing, will you get the exact same results? Probably.
If you can’t find what you want at Google or Yahoo/Bing, where do you go next? Nowhere really. Maybe Ask? Twitter?
However, the truth is that when you search on Google now and don’t find what do you want, what do you do? Honestly?
You go back to the search box and type in different (or longer) phrases. Market research shows that very few people switch engines.
So I guess it’s not that big of a deal after all.
The bottom line? It’s great news for us. I’m sure it’s great news for Microsoft. (We’ll see over time if it’s great news for Yahoo.)
For my clients and students, I’ll be in touch regarding what this will mean specifically for you as more details come out.