Yahoo and Microsoft announced their new paid search editorial guidelines that will begin in early August. The new guidelines are part of the alliance between Yahoo and MS (see previous blog post). Make sure you review the new content restrictions and policies and see if you’re impacted. If content policies do not apply to you, still read through the ad content and style policies to ensure you’re ready for the transition.
Microsoft and Yahoo announced earlier this year that they’re forming an alliance by uniting their search advertising platforms. The alliance will make both companies more competitive with the current leader in online advertising, Google AdWords. Advertisers will reportedly benefit from greater reach, better technology, more resources freed up for innovation, and improved customer support.
What does this mean for current advertisers? Microsoft adCenter will be the platform for search campaigns for both companies and those using Yahoo will need to transition their ad campaigns over to adCenter. The transition is planned to take place before the 2010 holiday season, but it may be delayed until 2011. Advertisers should prepare by learning more about the upcoming changes. You may need to shorten your ads, expand keywords, and check your bids. Start making changes now, so you experience a smooth transition!
I, for one, am very excited about using only one platform and am looking forward to a more unified experience. More importantly, I am hopefully that this alliance will make Yahoo and Microsoft better source of qualified traffic, as both have been struggling to keep up with Google. The reality is that most of my clients get the bulk of their traffic and leads from Google, plus the AdWords platform provides far more advanced options and features. Getting some real competition in the PPC world can only mean good things for advertisers and agencies.