cedric chambaz - the microsoft yahoo search alliance - the online business makeover - 12/03/2012
DESCRIPTION
Cedric Chambaz; The Microsoft Yahoo Search AllianceFrom The Fresh Business Thinking Online Business Makeover - 12/03/2012TRANSCRIPT
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
Explained.
The Microsoft and Yahoo! Search Alliance
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Improve
your ROI Why join
forces?
Create a
competitive
new choice
in search
Competition Efficiency
Simplify
your
search
advertising
Customer service
Provide
a better
search
experience
for the
consumers
Innovation
Faster
innovation
through
scale
Performance
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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.
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1 1
1
2 3 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.
Yahoo! and Microsoft Search Alliance
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• 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.
• 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.
… and we still compete. We work together…
Together, We Are Building Scale…
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…To Reach Critical Mass.
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Impact for British advertisers.
The Microsoft and Yahoo! Search Alliance
11.3M Unique Searchers2
Monthly Searches2 223M
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More volume with less effort
1. comScore qSearch (custom), January 2012.
2. comScore qSearch, January 2012
10.5M Unique Searchers2
216M Monthly Searches2 18M Unique Searchers1
Monthly Searches1 439M
United Kingdom
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Connect with searchers you can’t reach elsewhere
• 21% of the unique searchers using Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) do not use Google in the UK.1
• That’s 3.8 million unique searchers in the UK that you can only reach with search ads through Microsoft Advertising adCenter.1
18
Million
Microsoft and Yahoo!
unique searchers that
don’t use Google1 3.8
Million
Microsoft and Yahoo! unique
searchers1
United Kingdom
1. comScore qSearch (custom), January 2012.
Best converting search engines
% of click-throughs leading to secure pages Together Yahoo! Search and Bing audiences are...
36% more likely than
the average UK
searcher...
Source: NNR UK, Dec ‘11
to convert after clicking through
5.7%
8.0% 7.7%
5.4% 5.8%
Average Bing Yahoo! Google Ask.com
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What now, what next?
Microsoft and Yahoo! Search Alliance
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Account Provisioning
Connect Yahoo! account with existing AdCenter account or transition your Yahoo! Account into a new account in adCenter.
Campaign Staging
Choose your transition option and create/expand campaigns in adCenter. Campaigns will be in a paused state, ready for activation (when transitioning from Yahoo!).
* To promote a positive advertiser experience throughout the transition, we may adjust transition timing and dates as needed.
Ad Serving Transition
Ad Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing platform to adCenter .
Set up Prepare Optimise
Billing transition
Customer pre- migration
Account migration
Yahoo! Ad Ramp
Paid search testing
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:
You are here
What should you do now:
If you have a Yahoo! account:
Migrate it to adCenter using the transition portal available directly in your Yahoo! Search Marketing account.
If you have an existing or a new adCenter account:
Optimise it for the imminent combined market 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.
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We know you have
questions. Here are some
answers.
Thanks! Cedric Chambaz | @CEDRICtus
www.searchalliance.com/uk
#BINGYAHOO