• http://twitter.com/reichelgrinch Reichel Grinch

    It´s normal that doesn´t work as good as google does… It´s too complicated to make a regular campaign, even having a great team of support that answer all the doubts quickly.

  • Robert Duncan

    Why not just allow the user to select which Search Engine he wants to use?  That way they can brand themselves as bringing the best content for each user.

  • http://twitter.com/robgarner Rob Garner

    Awesome report Danny. This is deep insight into an area that impacts the entire industry in different ways (having viable alternatives to Google, shifting of search results in marketplace, etc.).

  • http://twitter.com/mikeytag Michael Taggart

    I know it can’t be just us, but we spent tens of thousands more per month when Yahoo had their own PPC platform. Since partnering with Microsoft, we have never been able to get volume where we want it to be.

    AdCenter and the API are both very rough. I’ve talked to several marketers that just gave up and spend more money with AdWords instead. This article makes sense to me.

    Here’s a quote from a friend when the MS/Yahoo deal first started:

    “It’s like a dolphin and a porcupine mating. Nothing good can come of it.”

  • http://www.facebook.com/Kevin.Lee.QED Kevin Lee

    Big mistake at MSFT was not to clone adWords on an ongoing basis both in structure and functionality, including new ad formats.  Google campaigns are the standard.  Campaign synchronization must be simplified. 

  • http://twitter.com/andrew_goodman Andrew Goodman

    Along with what Kevin Lee said, the foundations of having a strongly engaged auction the same size and dimensions of Google’s are important. As long as everyone is in there and bidding about the same on the same type of auction, the scale should be great enough that there would be no significant gap in RPS. But Google has also expanded their lead in terms of infrastructure and support, whether that be in onboarding new advertisers, offering services and education to agencies, or providing useful dashboards like the MCC… to say nothing of the platform itself being light years ahead. With all the friction facing advertisers on the Bing/Yahoo side, there is no chance the RPS could catch up. In hindsight Yahoo should have just maintained its own momentum and kept building its own platform and services. Unfortunately they had old cultural baggage behind selling an inferior product and being unresponsive to charges of click fraud and match type spikes, etc., so that needed a shakeup as well. For now, much of the advertiser infrastructure and support on the Alliance side is smoke and mirrors. Recently they held an invitation-only event in a vertical I shan’t name and reportedly only two customers showed up. Meanwhile Google has built a powerhouse by comparison.

  • http://www.timacheson.com/ Tim Acheson

    That would be bad for competition and bad for consumers. It would strengthen Google’s worrying monopoly.

    Perhaps this unholy alliance is why Google sent Meyer to be CEO of Yahoo. Through Meyer, Google’s inner circle of execs now effectively controls Yahoo.

  • http://antezeta.com/news/ Sean Carlos

    Baidu could supply Yahoo! with search results?  Nice idea, but it is my understanding that Baidu gets its English language results from… Bing. 

    Ref: http://www.reuters.com/article/2011/07/04/baidu-microsoft-idUSL3E7I410D20110704

  • RonDrabkin

    Lets hope Microsoft doesn’t get desperate and expand matching.  They announced new broad matching earlier 
    http://searchenginewatch.com/article/2167537/adCenter-to-Add-Broad-Match-Modifier,  They might do more, expanding inventory and driving down ROI …like facebook did.

  • http://twitter.com/mikeytag Michael Taggart

    I agree, but their matching is pretty rough especially when compared to Google. We go through every distinct “raw” query that comes in off a purchased keyword and flag them for blocks and such. The amount of crap that comes in off AdCenter matching compared to Google is just unbelievable. They have a long way to go as it is.

  • http://optimizehere.co/ Matt Morgan

    I would like to see Apple stick their heads in the Search game. However, Apple rarely does anything half ass, so the deal would have to be pretty sweet.

  • EZ Steven

    Yes, I can understand why, before they partnered with mns, I got good results from Yahoo search marketing, spent $1000′s on msn search marketing with 0 results. http://www.ezwealthnetwork.com

  • http://www.pixelrage.net Pixelrage

    I find this frightening and see it as Google getting one step closer to a monopoly.

  • http://www.facebook.com/profile.php?id=100000727973207 Elijah Jane

    I agree with you and with the delightful Ms Mayer soon to take over the helm at Yahoo I’m sure that roladex full of Google executives will be getting a workout. Personally I hope M.S pull a rabbit out of the hat and save this deal as the last thing any SEO professionals want is more dominance going to Big-G. 

    Sheesh I’m still finding it difficult to finish my enforced diet of bamboo since the latest Panda was released by Google.

  • http://nicholaswind.ca/ Nicholas Wind

    That’s a great article.
    Thank you

  • Philip Henderson

    In the “Never Gonna Close The Gap: The Bulletpoint Version”, you state that “Yahoo has only nine months to close the remaining 60%”. Not to nitpick, but I think it’s closer to 67%:
    Let’s say the original gap was X. Now we’re at a gap of X * 0.8 * 0.9 * [0.91, 0.95] * 1.0 * 1.0 = X * [0.6552, 0.684].
    Thanks for the informative article as always!