In the third, and most exciting (and actionable) blog post about the Microsoft-Yahoo Deal, I will cover the 5 ppc management strategies that Retailers can implement to take full advantage of what some people in the industry are calling ‘Binghoo.’
1. Get in Early
Many of these large scale integrations, such as the Bing > Yahoo partnership, will go through a non-publicized ‘soft-launch’ period where they test the integration on specific areas before it is rolled out globally. If Binghoo follows suit, you should try to be there early to avoid a decrease in traffic case this is tested in your space.
2. Mirror Campaigns
Launch your whole Google account on Bing, and make sure to keep your naming convention consistent. This will increase your keyword coverage on Bing and also help by building efficiencies when launching across Engine. This is especially important because this new partnership will most likely cancel the previous agreement between Google and Yahoo which allowed for Google to backfill Yahoo results (mostly long tail) with Google ads.
3. Analyze Engine Mix
Now that we have some clean math around how much volume you should be able to expect from both Engines (Google – 80, Bing – 20), you can now easily see where there are performance mis-alignments. What I mean by this is if you see that Bing is only 10% of your overall search volume, you need to spend some time analyzing position/cpc/or keyword coverage because that number should be closer to 20%. Currently the math isn’t quite as clean with the 80/15/5 split.
4. Analyze Bing Performance by Match Type
Very few large scale integrations like this are 100% perfect. With that said, I think the biggest risk here is that broad match keywords bought on Bing could get matched to broad, loosely matched queries on Yahoo. Potential example could be: Keyword- ‘nike air running shoe’, Query- ‘running shoe’. After you start seeing the Yahoo uptick on Bing, I would roll-up a keyword report by match type to see performance by match type and then take action as needed.
5. Budget Management
Another good side-effect of this partnership is less campaigns you have to manage! If you are a Retailer with a limited budget, it will be a lot easier to do a better job of managing and allocating your spend better on a Campaign level. A way to implement this strategy is to pull campaign-level reports regularly, review ROI and identify campaigns capping out on budget and adjust from there.
In closing, the full integration of this partnership will take around a year to be completed, but it is never too early to start making these changes.
Written by Andrew Belsky (andrew.belsky (at) channeladvisor.com)