Image representing Bing as depicted in CrunchBase
Image via CrunchBase

The initial rumblings, and then – the subsequent confirmation of Bing serving Yahoo’s search results is old news.

And, as expected, the relationship has been tightened across not only organic results (already in place), but now pay per click (PPC).

This latest news should concern you, – in a positive way. Bing’s Adcenter platform will show all paid search data and interfaces to both engines – via one account.

What are the things to watch out for?

Here are the latest tips on the integration of paid search for Yahoo into Bing.

Now is a great time to update your budgets and bidding strategy to prepare for the introduction of Yahoo! Search traffic and increased advertiser competition (expected to begin in Mid-October 2010 and last approximately two weeks or so).


  • Increase your monthly spend to at least one-third of your overall SEM budget. This fall, your Microsoft Advertising adCenter ads will have the potential to reach 32.7 percent of the search market share in the United States on Microsoft and Yahoo! sites.
  • Adjust your bids for more advertiser competition in the marketplace. As new advertisers stream into the Microsoft Advertising adCenter auction, bid prices could be affected by increased bidding on the same keywords.
  • Set keyword bids by match type. (More strategies for good match type results)
  • Research and expand your keyword lists (more tips here – Free Ad Intelligence Plugins)
  • If you are an existing Yahoo! advertiser you will still need to manage your Yahoo! Search Marketing account until ad serving fully transitions to adCenter in late October. You will receive an email and notice when complete.

HOT TIP: Check out the free sponsored ads transition webinars from Yahoo (hurry up!) that will help you during transition.

Are you running ads on Yahoo and Bing? It suddenly got more exciting – and easier.


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.