Since July 2009, when Microsoft and Yahoo! announced that they would be moving forward with the Search Alliance (read 360i’s original POV on the announcement), marketers have been wondering how the integration of Yahoo!’s Panama platform into Microsoft’s adCenter would affect the ROI of their paid search campaigns.
Answering this question is difficult, as the Search Alliance has many hidden complexities. For example, while the expected increase in competition within adCenter may cause CPCs to rise over historical norms, in some cases there may be a net decrease over CPCs paid for the same term on Yahoo!’s Panama. Now that the reality of the alliance has begun to set in, we’ve taken a look at the early ramifications and outlined what search marketers can do to ensure they make the most of new opportunities that will soon emerge.
Read and download our new POV to learn how you can best prepare for the alliance.