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Finally – maybe Google will get a run for it’s money. I love Google as much as the next guy, but it’s been tough to watch the rest of the “competition” get left so far behind in the dust.

As you can read in this article on Search Engine Watch “It’s Official: Microsoft and Yahoo! Finally Strike a Search Deal” – the deal basically says that:

1. Bing will power Yahoo’s organic search results

I think this is a great move. Bing has made some pretty terrific strides in creating a better search engine. Spending another 100 mil on advertising it is making a dent as well. Bing isn’t perfect, but Yahoo organic results haven’t been all that great either.

2. Yahoo will handle the paid search

Again – this is a great move. If you manage paid search campaigns – you know there’s two specific problems with Microsoft/Bing.

1. AdCenter sucks to use. It just does. That’s not to say that Yahoo’s platform is great, but it is better than AdCenter and now they can focus on making it more usable.

2. Low search volume: WIth the exception of some verticals, the search volume is rarely there for clients to justify the time, energy & budget required to build & manage an additional campaign with Bing

So ideally, as a part of this deal we’ll just be able to opt-in or out of displaying ads on Bing with a simple check box. Just like you check a box to add the Google search partner network today.

This move will still be tricky and they’re both a long way from pulling it off. But hopefully by allowing each to focus on what they do best – maybe they’ll be able to actually compete and we’ll also have to start thinking about results from more than one search engine!

Ben Lloyd

About Ben Lloyd

Ben Lloyd serves as Principal at Add3 and manages the agency’s Portland office.  Ben got his start in SEM way back in 1999 – when there was like, 15 search engines and Google was barely a thing. Prior to Add3, Ben had founded Amplify Interactive in 2003 (which was acquired by Add3 in 2013), and hasn’t looked back since. Ben likes lots of stuff like golf, pinball, food(ie), booze/beer/wine – in that order, etc. Mostly – he likes doing that stuff with his friends. Ben is also co-founder of SEMpdx. Connect with Ben on LinkedIn

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