• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
February 11, 2019

YaBing Or Binghoo? Bing and Yahoo Merge Systems

Posted by Blake Lucas

Yahoo Search Bar

Yahoo Search is no more. Well, let’s be clear — you can still search for things on yahoo.com (if you’re doing that for some reason) but the power behind that neon purple facade has been coming from a new place since (at least) January 17th with the full transition of all accounts estimated to take place by March 2019. Scroll to the bottom of the Yahoo Search page and you’ll see the latest addition to Yahoo Search: “Powered by Bing™.”

Powered by Bing on Yahoo.com Search Results

The public announcement of the agreement was not a complete surprise to most and was a long-anticipated move for a good number of search engine marketers. On the SEM side of things, Yahoo Search (aka Oath, as it was recently, seemingly futilely re-branded) has been on its last legs for some time.

The comparatively small volume of available traffic paired with a slow and incredibly frustrating to use SEM interface to create a clustered mess that required maximum time input with minimal impact on your actual business. On top of these factors, Bing and Yahoo already have a history of cross-platform compatibility, as Bing ads have been eligible to serve on Yahoo queries through Bing’s Syndicated Partner Network for some time.

But make no mistake, this official merging of the two systems is an SEM game-changer. While Bing has been right behind Google in terms of available features and query volume for some time, the argument for Bing to be considered a simple ‘additional opportunity’ as opposed to a ‘complete necessity’ could previously be made — this is no longer the case.

With Bing already recommending a 10-15% budget buffer to support the expected influx of traffic from the Syndicated Partner Network, the volume of searches that you could potentially miss without Bing is now far too large to ignore for businesses that want to stay at or reach the peak of their SEM opportunity.

For agencies or businesses that are already taking full advantage of all of the available SEM outlets, this move is a great big step forward in the streamlining process of day-to-day account management (possibly the largest step forward with this intent since DART search was introduced in 2006). It’s also an exciting move that increases the impact and credibility of some of the interesting Bing testing initiatives and unique features (such as LinkedIn targeting) that are the main positive differentiators from Google’s service.

We’re very excited to see where this opportunity can take the performance of our Bing campaigns and how this impacts the search landscape for 2019 and beyond!

bingpaid searchsearchsearch marketingsearch partnersyahoo
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • Hindsight 2020 & Looking Ahead to 2021
  • Preparing for Streaming’s Growth & The Future of TV Buying
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.