The Microsoft-Yahoo! Search Alliance: Impact and Implementation in Europe
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The Microsoft-Yahoo! Search Alliance: update and expected impact on the Search Advertising Landscape in Europe: Gilles Rousseau is the European responsible for the famous Search Alliance which is the merge between Microsoft Search Engine, Bing, and Yahoo Search Engine. He will explain the integration of both platforms in terms of technology, audience and advertising. He will then speak more specifically about Belgium and what it means to Belgian online advertisers.
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The Microsoft-Yahoo! Search Alliance: Impact and Implementation in Europe
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- 2. The Microsoft-Yahoo! Search Alliance: impact on the Search Advertising Landscape Gilles RousseauMicrosoft, Sr. Dir. EMEA Strategic Alliances 11h10 – 11h40
- 5. Learnings from the US
- 7. Introducing the Search Alliance 5
- 8. 1 1 1 1 3 2 Yahoo! and Microsoft Search Alliance 1. Powered by Microsoft. Yahoo! sells to premium advertisers, Microsoft to SMB 2. Powered by Microsoft. Owned and enhanced by Yahoo! 3. Powered and owned by Microsoft.
- 9. Competition Efficiency Customer service Innovation Performance Improve ROI to advertisers Provide a better search experience for ourusers Faster innovation through scale Create a competitive new choice in search Simplify advertisers search advertising Why join forces? 7
- 11. Microsoft has licensed some core Yahoo! search technologies.
- 12. Microsoft will provide algorithmic and paid search results for both companies.
- 13. Yahoo! will support premium advertisers, agencies, and resellers.
- 14. Microsoft will support self-service advertisers.
- 15. Each company will maintain its own display business.
- 16. Each company independently manages web properties, products, email, and instant messaging.
- 17. Both companies own and innovate their own consumer search experiences.
- 18. Both companies will maintain and service their own affiliate search partnerships.8
- 19. What is Search Alliance Benefits for advertisers Learnings from the US Implementation
- 20. How the search alliance benefits advertisers Offers a competitive choice in search Offers a competitive choice in search Yahoo! and Microsoft are working together to achieve the scale and innovation necessary to offer a competitive new choice in search Provides better value and efficiency Simplifies search advertising account relationships with one account team Cost-efficient way to connect to a larger, highly converting audience Saves you time and effort with one place to manage campaigns on a global platform – Microsoft Advertising adCenter 10
- 21. Search Alliance Customer Experience Two Segments, One Marketplace Advertiser today with One Marketplace Yahoo! Account Team Microsoft Account Team Microsoft SMB Account Team Yahoo! Premium Account Team One Buy Yahoo!I.O. MicrosoftI.O. One Platform Yahoo! Search Marketing Platform Microsoft Search Marketing Platform One Reporting System Microsoft Reporting & Analytics Yahoo! Reporting & Analytics Helps deliver better ROI Two Account Teams
- 22. The UK audience Reach 23 million unique searchers using Yahoo! and Microsoft sites 5 million unique searchers use Yahoo! and Microsoft – not Google comScore qSearch (custom), November 2010. 12
- 23. Worldwide Our searchers are more likely to buy The unique searchers on Yahoo! and Microsoft sites are: 96% more likely to make purchases online than the average searcher. Audience buying power index Worldwide numbers shown. Source: comScore qSearch (custom), November 2010. 13
- 24. 14 The UK audience Two best converting search engines % of click-throughs leading to secure pages Together Yahoo! Search and Bing audiences are... 41% more likely to convert than the averageUK searcher Source: NNR-UK, May-October 2010.
- 25. What is Search Alliance Benefits for advertisers Learnings from the US Implementation
- 27. Increases in CPA and ROI seem to have more than compensated for any CPC increases
- 29. Latest Bing progress in the US 18 “The fact that Bing has crossed the 30% mark in the U.S. is significant in and of itself. Looking back through Experian Hitwise’s archives underscores the tremendous amount of growth for Bing-powered search. The rate of growth appears to be increasing […] Bing.com, which represented just 10% of searches in September 2010, represented 14.32% of searches in March, 2011” Source: http://mashable.com/2011/04/11/bing-search-growth/
- 30. What the industry is saying Marketers should view the Bing-Yahoo integration as a new opportunity Bing-Yahoo Missed Opportunity For Marketers, Search Spend To Rise, January 18, 2011 It appears that the RPC on the combined Yahoo-Bing search platform is now on a par with Google. “Bing is slowly but surely gaining ground on Google”, January 14, 2011 The partnership seems to be working, at least in North America, and it bodes well for the push into Europe this year. “Bing is slowly but surely gaining ground on Google” January 14, 2011 … it seems that Microsoft is gradually, dare I say it, getting search right. “Bing is slowly but surely gaining ground on Google”, January 14, 2011
- 31. What is Search Alliance Benefits for advertisers Learnings from the US Implementation
- 32. Roll-out: We Are Building Scale… Today WW Footprint: 2Markets
- 33. We are building scale... 2013 WW Footprint: 55 Markets WW Query Share: >15% WW Searchers: 600+M
- 34. Typical market Transition Timeline Set up Prepare Optimise Paid search testing Customer migration Campaign migration Yahoo! Ad Ramp Tuning Algo testing & transition Billing transition Paid search transition Account Provisioning Connect Yahoo! account with existing AdCenter account or open a new account in Microsoft advertising adCenter. Campaign Staging Choose your transition option and create campaigns in adCenter. Campaigns will be in a paused state, ready for activation. Ad Serving Transition Ad Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing platform to adCenter . * To promote a positive advertiser experience throughout the transition, we may adjust transition timing and dates as needed. 23 Account Provisioning Connect Yahoo! account with existing AdCenter account or open a new account in Microsoft advertising adCenter
- 35. Where we are today Set up Prepare Optimise Paid search testing Customer migration Campaign migration Yahoo! Ad Ramp Tuning Algo testing & transition Billing transition 24 Account Provisioning Connect Yahoo! account with existing AdCenter account or open a new account in Microsoft advertising adCenter
- 36. Guidance to advertisers Keep managing and optimizing your Yahoo! and Microsoft accounts until transition is complete. This is the only way to keep receiving valuable traffic from both accounts. Keep using our tools, features, and products to help improve your performance. We’re working to determine future feature capabilities, always keeping in mind what’s best for you. Visit www.searchalliance.com/frfor the latest news.
- 37. Gilles Rousseau Sr. Director EMEA Strategic Alliances Gilles.rousseau@microsoft.com Thank You!
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Notes de l'éditeur
- Images are worth a million wordsI have thus illustrated what this deals means in our two Search Engine Result Pages1. Powered by Microsoft. Yahoo! sells to premium advertisers, Microsoft to SMB2. Powered by Microsoft. Owned and enhanced by Yahoo!3. Powered and owned by Microsoft.
- Yahoo! and Microsoft have come together for a number of reasons. We believe that by working together, we can create a stronger alternative in search, and that through greater competition, advertisers and consumers will ultimately benefit. What the deal is about: This is a global initiative with 10 year commitment by both companiesWe will provide more value and efficiency to our customers, three buying points become twoWe will provide an improved search experience for our users, data drives insight, which drives innovationThrough the scale we reach we will be able to speed up innovationand as a consequence better results for consumers, and increased efficiency for advertisersmeans an improved return of your investmentOn October 28th, the full migration was completed in North America, meaning that Yahoo! web and mobile organic search results are now powered by Bing and all North American advertisers are doing their search marketing through Microsoft adCenter. EMEA will be the next zone to migrate as soon as FY11Q3 with the UK France and Ireland as the first countries.
- It’s worth reiterating that this search alliance is not a merger or an acquisition. There are specific areas where our two companies will be working together toward mutual goals, and there are other areas where we will still compete. We will utilize the same Microsoft technologies to power algorithmic and paid search results for both of our companies, and all of our advertiser clients will use Microsoft Advertising adCenter as the single search advertising platform to manage campaigns across both the Yahoo! Search and Bing networks. We’ll divide the responsibility of supporting our advertiser clients – with Yahoo! taking the lead for premium advertisers, agencies and resellers and Microsoft taking the lead for self-service advertisers. This alliance is separate from our display ad businesses, as well as all of our other products, Web properties, email, IM. We’ll continue to innovate on our own and compete in those areas that are not related to search. Additionally, we will each own and innovate differentiated consumer search experiences – in other words, integrating our respective content, products and other innovations with the algorithmic and paid search listings that Bing and adCenter provide.
- Now let’s get into some specifics on what’s in it for you. You have some very tangible benefits – the work required to manage campaigns across Yahoo! Search and Bing will essentially be cut in half. You’ll have one search marketing platform – Microsoft Advertising adCenter – and one account team – Yahoo!’s Not only does this save you time and effort, but it gives you the opportunity to better optimize across a larger volume of traffic. The net effect we anticipate is better campaign performance because your optimization efforts will be focused in one place instead of two.
- So what about that audience?UKWith one ad buy through Microsoft Advertising adCenter, you will be able to reach 23 million unique searchers using Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) providing 435 million monthly searches and a 5.9% search share.Microsoft and Yahoo! have searchers you won’t be able to reach elsewhere: 5 million unique searchers using Microsoft and Yahoo! Sites (including Yahoo! Search, Bing, and partners) do not use Google in the UK.comScoreqSearch (custom), November 2010.
- It’s not all about volume. We heard our advertisers and we know that they want quality volume.So let’s take a look at this graph. The independent research company Comscore produces this report that looks at the behaviour of searchers post clickThe good news is that Yahoo! and Bing are consistently worldwide best two converting search engines.
- The previous statement is confirmed also when we look at UK market specifically.Another independent research company Nielsen netRatings produces a quarterly report that looks at the behaviour of searchers post click.Yahoo! and Bing are consistently UK best two converting search engines: jointly our searcher are 41% more likely to buy than the average UK searcher. (Source: Nielsen NetRatings UK, May-Oct 2010)So what do advertisers wants? Reaching the right audience, at the right time, for the right price… And the minimum efforts. So what if these two great quality audiences were pooled, available to advertisers conveniently at once?Let us share the top level view of how the deal will be implemented.
- So how are the partnership and the combined marketplace going?For context, we are in early phases of a long partnership. If you think of this as an effort to win significant share of Advertiser Search spend from Google, we have a goal to climb Mount Everest and we are at base camp.That said, we have taken a great deal of advertiser and partner feedback on what is going well and what isn’tWhat is working?:Conversion rates are increasingCPA is decreasing, and advertisers are also seeing significant ROI vs. the competition What you see here are the results of a recent independent analysis across an indexed set of 800 advertisersWhat isn’t?VolumeAnd on a related note complexity to configure demand, as compared to Panama and Google (we have different rules and setups). This creates friction for advertisers and agencies as they need to work across two platforms.Both of these issues are primarily due to the relative maturity of the platform and marketplace, and we know there is significant opportunity to unlock more value for advertisers.
- Report: Bing-Yahoo Missed Opportunity For Marketers, Search Spend To Rise: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=143089&nid=122741Bing is slowly but surely gaining ground on Google: http://www.nma.co.uk/3022347.article?cmpid=NMAE03&cmptype=newsletter&email=true
- Paid search transition will happen in three sequential steps:Explain each step as following:Connect Yahoo! account with existing Microsoft advertising AdCenter account or signup to a new account in adCenterCampaigns will be created in adCenter based on the transition option chosen. Campaigns will be in a paused state, ready for the account team to activate once Yahoo! Search traffic begins to be sourced out of adCenterAd Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing Platform over to adCenterIn the next slides we will explain you how the Y! AM will assist you along the phases to minimize the workload on your side.
- Paid search transition will happen in three sequential steps:Explain each step as following:Connect Yahoo! account with existing Microsoft advertising AdCenter account or signup to a new account in adCenterCampaigns will be created in adCenter based on the transition option chosen. Campaigns will be in a paused state, ready for the account team to activate once Yahoo! Search traffic begins to be sourced out of adCenterAd Serving for Yahoo! search queries will transition from the Yahoo! Search Marketing Platform over to adCenterIn the next slides we will explain you how the Y! AM will assist you along the phases to minimize the workload on your side.
- But for now, what should you do?Continue to actively manage your Yahoo! and Microsoft accounts all the way through the completion of the ad serving transition This is the only way to ensure a consistent presence on Bing and Yahoo! networks.Continue using our tools, features and products to help improve your performance. And don’t forget that there is a dedicated site that we will keep on improving. You’ll find there at any time the key info and the answers to your FAQs together with the transition timeline we have gone through together.