How Will Upcoming Changes to the Yahoo/Microsoft Bing Partnership Affect You?

June 29, 2015

Digital Marketing ChannelAdvisor By ChannelAdvisor

The Lowdown

Recently, Yahoo and Microsoft (Bing) announced some major changes to their search partnership. If you’re currently a Bing or Yahoo advertiser, these changes will impact your paid search accounts in two ways:

  1. Yahoo will now have the ability to serve more ads on both desktop and mobile devices through its Gemini platform. It’s important to note that Yahoo will continue to serve Bing ads and search results for at least 51% of its desktop search traffic.
  2. As early as July, Microsoft will begin a transition process to take over the support and management of your Bing Ads accounts, while Yahoo will continue to support your Yahoo Gemini accounts. This shift will allow each company to respond to your needs with greater agility.

What You Need to Do

If you’re a Microsoft Bing paid search advertiser, and don’t currently have a Yahoo Gemini account, you’ll need to create a Gemini account to ensure that you don’t lose any of your existing search traffic. Once this account is created, we recommend replicating your Bing campaigns directly in Gemini to avoid any decline in performance.

Please note that ChannelAdvisor is a Preferred Partner with Yahoo Gemini and is completely supported within the ChannelAdvisor platform. For more details on how to replicate your Bing campaigns in Gemini, please visit the SSC.

What to Expect

  • Phased Transition: Microsoft will take over Bing Ads account management support in phases beginning in July and continuing through January of next year.
  • Seamless Hand-off: Your current Yahoo account team will work closely with your new Microsoft representative to communicate your specific advertising needs and objectives.
  • Increased Traffic on Yahoo Gemini: Beginning in July, Yahoo will be serving more Yahoo Gemini ads on Yahoo’s mobile and desktop search traffic. As a result, you may experience an increase in Gemini traffic from what you experience today.

We will follow up with more details as they become available. In the meantime, please contact us with any questions.

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