Microsoft adCenter ads are soon coming to Yahoo pages in France, Ireland and the United Kingdom, Microsoft announced today.

The first testing for the roll-out will commence mid-January and may involve up to 10% of Yahoo’s traffic in these geographies. Microsoft suggests advertisers closely monitor campaigns and be prepared to increase budgets if they’re more than 80% depleted. Testing and adjustments will continue until the companies are ready for a full roll-out, which is expected to be in the second quarter.

North American advertisers and publishers were transitioned to adCenter in 2010 and a new combined search marketplace was launched in India last September. In November, Microsoft said it was ready to begin expanding to Europe.

The algorithmic change — having Bing organic results serving on Yahoo properties — was accomplished (except for in Korea) last year.

Related Topics: Channel: SEM | Microsoft: Bing Ads | Yahoo: Partnerships | Yahoo: Search Ads

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

Connect with the author via: Email | Twitter | Google+ | LinkedIn