I attended a seminar today that discussed the Microsoft (AdCenter) /Yahoo (Panama) transition. I have hit several preliminary discussions on this topic at conferences, but this was the first one that had any real information about the Microhoo transition.
The seminar was lead by representatives from Microsoft and Yahoo and they set forth a time-line that showed the transition starting in August for completion by mid-October. They were careful to point out that this transition only effects search results and paid search campaigns (not other services such as Yahoo/Hotmail mail, Yahoo/Live log-ins etc).
After the transition, all organic and paid search results on Yahoo and Bing displayed will come from Microsoft. Presentation of the results may differ, but rank and ad order will appear the same in search results for both.
Once complete, the plan is to use the AdCenter interface to manage and view the performance of ads running on Yahoo and Bing with a single bid strategy across both engines. There was a good deal of discussion about improvements being made to that AdCenter desktop to provide better support and performance for very large campaigns. The interface will have improved import/export capabilities.
Yahoo users will see new features including.
- Exact, Phrase, and Broad (formerly advanced) match options
- Match types will not apply to negatives (AdCenter is adding ability to have more Negatives)
- Separate bidding for misspellings, plural, and singular terms
- Create custom reports, improved keyword tools
- Content Network support
- 30 character headline drops to 25 (!)
- Microsoft’s Dynamic Keyword Insertion method
- A search query report will be available.
- No decision yet on how Yahoo conversion tracking will be migrated/supported, but it sounded like Microsoft conversion codes will be the norm going forward.
- Bidding/Trademark policies will be merged into a single policy.
The transition sounded somewhat like the transition from Overture to Yahoo Marketing. If you already have campaigns running in Yahoo (Panama), you won’t be forced to migrate (at least not immediately). Once Panama users migrate their accounts to the AdCenter, any accumulated conversion history from old campaigns will be lost.
More information at: