The Microsoft and Yahoo! Search alliance which has taken off in the U.S. and Canada is now preparing to make its way over to Europe.
Microsoft adCenter provides paid search results for Yahoo! Search and Bing, and their premium partners in the U.S. and Canada. Bing supplies the organic search results for Yahoo! Search.
The combined offering allows advertisers to reach a far greater audience with a single ad buy than they could before the alliance took place.
Since this arrangement has been successful – as successful as it could get in the presence of Google – in the U.S. and Canada, Microsoft and Yahoo! are now contemplating a similar formula in other regions. They intend to start this facility early next year in certain markets within Europe, such as the U.K., France and Ireland. They hope to be able to extend this service to all of Europe by the end of 2012.
Advertisers have been advised to continue to manage their Microsoft adCenter accounts with their existing support contacts as the holiday season approaches.
Once Microsoft and Yahoo! are ready to roll out their new facility in Europe next year, they will inform advertisers about the changes 3 months before the transition actually takes place.
While the combined market share of Yahoo! and Bing in the USA is more than 25%, the two search engines account for almost nothing in most of Europe. Most advertisers do not even consider advertising on either platform, and even when they do, impressions and click volumes are found to be dismal. The search alliance might get some interest, mostly out of curiosity and the hope for a serious Google replacement, but it is unlikely to make any significant impact.
Nevertheless, advertisers who do use the service have been advised to keep their contact preferences in ‘My Settings’ up to date, in order to receive regular updates and avoid inconvenience of any kind.