CAT | Bing

You may notice when you log into some/all of your Yahoo accounts today 9/2/2010, you will have a notification screen which informs you to link your Yahoo! account and your adCenter account.

Against all odds, Yahoo and Microsoft appear to be on Schedule for the final integration into the AdCenter run Search Alliance. Let’s take a look at what’s involved:

You will be required to agree to selecting a check-box which states:

“(Required) By selecting this checkbox, I agree to allow Yahoo! to disclose all of my information (including my contact information, billing and payment information and credit card number, and account information) and transfer any remaining account balance to Microsoft for the purpose of Microsoft providing me with search advertising services.”

You will be given an option to select the check-box which states:

“(Optional) By selecting this checkbox, I authorize Yahoo! to copy to Microsoft adCenter any of my analytics data that has been or may be collected via Yahoo! Code on my website. If using Yahoo! Code on my website, I agree to update my privacy policy to notify my visitors that anonymous data may be collected by both Yahoo! and Microsoft.”

Once you continue by selecting the button at the bottom of the page, you will be brought to a Microsoft AdCenter login page. From here you will either log into your current AdCenter Account or Create a new one from scratch. At this point Yahoo will begin parsing your campaign data into MSN.

Compatibility Alerts:

MSN will ask you if they should increase low bids to AdCenters minimum Bid and if you want to continue to serve Canada ads.

Compatibility Check:

When the system finishes parsing your Yahoo campaign structure in Adcenter you will be presented with a number of compatibility issues which were found. <Remember: Yahoo”s keywords and Ads follow a completely different set of rules than AdWords and AdCenter. Headlines in ads can be greater than 25 characters and they have only 1 description line. Yahoo also runs with Standard and Advanced match keywords as opposed to Broad/Phrase/Exact.>

You now have 3 options:

  1. Fix Issues and Import:You will be shown your account structure with tabs for each settings/keywords/ads/etc. Red outlines will show where attention is needed. When completed, your Yahoo account will be 100% compatible with AdCenter.
  2. Import only compatible data:If there is a compatibility issue between the Yahoo and Ad Center structure then ignore it. Upload anything that doesn’t online casino need changing.
  3. Import all data later:You may want to select this option if you want to import your account structure from AdWords which is nearly 95% similar to AdCenter and would require only minimal campaign settings adjustments. It will save a copy of your Yahoo account to a csv file.

From here you are brought to screen which says: Transfer your Yahoo! Search Marketing accounts to Microsoft adCenter and a drop-down box which will allow you to select the adCenter account under the login you used to transfer to. The problem here is that AdCenter Will Not let me continue. After testing with 3 accounts the process gets derailed here. We are currently waiting on a response from the AdCenter team but we suspect that take some time with all of the questions advertisers are going to have.

I know the first thing that entered my mind when I read transfer any remaining account balance to Microsoft for the purpose of Microsoft was: Does this mean that Yahoo is finished as of today? Absolutely not. You need to continue advertising in Yahoo!. When exactly the funds from Yahoo! will be transferred is still vague though and another question we are waiting on.

3) Continue to manage your Yahoo! Search Marketing account
The last stage in the transition process will occur when Yahoo! Search ad serving moves to adCenter, which we expect to begin in mid-October and be completed by the end of October. During this period, you should expect traffic from your Yahoo! Search Marketing account to decrease, and increase in your adCenter account. But until this process is complete, you’ll still need to actively manage your Yahoo! Search Marketing account to have your ads displayed on Yahoo! and our partner sites.

I personally am looking forward to this transition as management will become a bit easier. I do have my concerns about the numerous advertisers who are now going to flood AdCenter. My particular concern revolves around the campaign imports. The vast majority of advertisers use Google and I see no reason anyone would go through the effort of modifying their Yahoo account when they can import their Google account in minutes. This means that instead of the low CPC bids from Yahoo being used, the Absurdly high CPC bids from Google are going to flow into AdCenter. Only time will tell if my concerns are warranted?

This week on Best Search Strategies, Clix Marketing CEO David Szetela joins in as a guest host to cover the current state of the search industry in respect to the Yahoo/Bing transition. The highly anticipated merger has left many search marketers wondering how this will affect everything in the future. So tune in this Wednesday at 2:00 PM (PST) to find out the details you should be aware of as the transition commences later this fall.

David Szetela’s topics will include:

  • How to prepare for the transition of Bing / Yahoo?
  • What is happening in the industry and how to stay ahead?
  • What bid management software is best for agencies?

And as always the shows airs every Wednesday at 2:00PM on Webmaster

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Don’t be alarmed if you are not seeing your own ads! Here is a great explanation straight from Bing…

“Recently there was a system improvement implemented to enhance our current search algorithms. Part of this enhancement detects the likelihood of a particular user clicking on ads based on their preferences, history, and other quality factors.  The search engine learns about the users and how likely they are to click on an ad.  Users who are more likely to click, see more ads, while users who are less likely to click, see fewer ads.

Advertisers might not be able to verify that their own ads are showing on Bing as easily, due to their usage patterns or history.  Searching for ads without clicking on them may prevent advertisers from seeing their own advertisements when they look for them.  If you are unable to view your ad, please be aware that it does not mean your ad is not serving.  In fact, this helps to verify that the system improvement is in place to ensure your ads are shown to quality users who are most likely to click on your ad, providing you the best value for your advertising strategy.

I understand that advertisers would like to see their advertisements to validate that their ads are showing and to check their competition.  We are hoping to have a tool that allows advertisers to validate whether their ads are showing and where in the near future.“

-Bing Representative

Regarding Google Website Optimizer in AdWords as of August 1st 2012 It’s gone and Google has provided us with Content Experiments.

Lindsay Keller over at Search Marketing Sage wrote a great article on the subject:

This move make sense as Google most likely wants to continue to make landing page testing available to the general public… but with one caveat: Install Google Analytics.

This increases the number of new non-AdWords subscribers to Google Analytics.  Meanwhile, for all AdWords advertisers who are not yet using Google Analytics, forcing them to install and utilize their platform in order to a/b testing moving forward.  The brains at Google really know how to herd some cattle…

In their first episode, the Search Marketing Vegetables discuss the importance or proper ad positioning when advertising on the pay per click engines. Watch as the dumb radish is insistent that the number one position is the place to be.

BSS is back! We are now re-launching as a weekly radio show on Webmaster Radio.

Best Search Strategies is created and hosted by leading search agency Engine Ready. You’ll hear about state of the art search strategies and tools, and pick up on the hottest tips for increasing conversion while lowering your ad costs.

This week’s show will air on Wednesday, July 21st at 2:00pm Pacific Time and will cover “The Hottest Google Analytics Tips to Increase Your ROI”.

Are you taking advantage of all that Google Analytics has to offer?  Listen in to fine tune your website tracking as we’ll review the hottest tips for Google Analytics to help improve your online marketing.

The Hottest Google Analytics Tips will include:

  • Setting up Goals, Funnels, & Filters
  • Developing Custom Reports
  • Segmentation Features

So mark your calendars and be sure to join us for this our weekly program airing every Wednesday at 2:00pm!

Do you ever do one thing the same way every day of your life? Perhaps you always put on socks before putting on shoes and have never thought otherwise. Well I always turn off the optimize ad display feature in Yahoo without thinking twice. Why? Because I like to A/B test two ad creatives. The fun part is writing different ads, running them simultaneously side by side and seeing which one beats out the other.

Well the other day I realized this pattern of mine and thought, why not test out this optimize ad display feature. Who knows, it may save me time.

The Yahoo UI clearly states “ads with higher performance will be displayed more frequently”.

So I called our Yahoo rep and found out that this feature is directly connected to the “Optimization Guidelines”. This is set at the ad group or campaign level.

As an SEM person who looks at and makes decisions off of data samples every day, I wanted to know what criteria Yahoo uses to determine which ad is the higher performer. If you leave the setting as is, then it will determine which ad is the higher performer using CTR. However, if you change the Optimization Guidelines, it will also use conversion data. Of course the rep disclaimed all this information by saying there are several factors that go into determining the higher performing ads, and actually advised to leave the Optimization Guideline settings as the default (Business Objective / Clicks).

With that said I tested it out and quickly found these noticeable pros and cons.

The Pros

  • Nothing is perfect when it comes to any search engine “optimization” feature, but this definitely shows the ad that has the higher CTR for the most part.
  • It saves time. If your account gets quite a bit of volume or you manage more than one account, this will take the manual labor out of looking at every single ad group and evaluating ad creative data (impression, clicks, CTR, conversions, etc) to find which ad is adding more fuel to the fight between him and Orlando Bloom – he just posted a photo on Instagram in which the actor appears to be crying!The photo was taken on the opening night of Orlando‘s recent Broadway production of Romeo and Juliet. is the winner. But keep in mind it only used CTR to determine the “higher performing ad”.
  • This feature is automatically set up (as the default) so you do not have to go into each ad group and change the settings for optimize ad display.

The Cons

  • Within the Yahoo UI, it does not explain that the ad which is under performing will be turned OFF. Indeed, Yahoo takes the liberty to eventually turn off the underperforming ad completely. This would be okay, if there was some sort of alert on the campaign summary page that told you this was taking place so you could go write a new ad to take its place.
  • As quoted by our Yahoo rep, the feature can “sometimes be aggressive”. Meaning it can turn off new ads rather quickly. Thus your ads are not showing at a true 50/50 split with this feature. The Yahoo rep said this happens due to several factors.
  • It’s nice to have the control and ability to set this feature at the ad group level; however it can become quite cumbersome to manually go into each ad group and turn this feature off. It would be more useful to have this setting at the campaign & account level as well.

Please let us know about your own experience with this feature, if you like it or hate it and will you use it moving forward…

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