Bing and Yahoo have had a bit of a turbulent relationship over the years – it is one you may hear described as an “on and off relationship”, and it dates back to 2009 when Microsoft, after failing to purchase Yahoo, settled for a search alliance instead.
Since then, there have been various renegotiations and changes to the partnership which most recently ended with Yahoo being able to serve 49% of their ads through their own platforms and various other partners (including Google!)
Now, Microsoft has struck a deal that would appear to be the strongest one in their history with Yahoo, as Bing Ads will become the exclusive search platform for all sections of Verizon Media – which of course includes Yahoo and AOL.
Why this is important news:
- Firstly, your Bing Ads campaigns will be generating a portion of its traffic from Yahoo and AOL, as some of the ads served there are from Bing. With this agreement, the volume of this traffic portion is likely to increase, as all ads being served on Yahoo and AOL will now be from Bing Ads. The estimated uplift in the USA is around 10-15%, and we can expect a little less in the UK and Europe.
- The transition is happening throughout March, so it will be worth keeping a close eye on your campaign spending throughout this period. Of course, Bing will most likely be a small proportion of your overall search spend, and the volume coming from Yahoo and AOL will be even less, but that doesn’t mean this should be ignored. We regularly see lower CPCs and higher CVRs on Bing so any increase in volume will be very welcomed from us.
- The Microsoft Audience Network for native ads will also gain access to a wide range of Verizon Media properties that includes the likes of MSN. I believe this is going to eventually replace all Oath campaign traffic and we will hopefully see Bing’s answer to the GDN pick up a lot more traction throughout 2019.