Earlier this year, Bing Ads announced that they would be taking over Yahoo and AOL search ads sometime in 2019, making Yahoo Gemini redundant. At the start of the Month, Bing Ads announced that Yahoo search traffic would now be exclusively served by Bing Ads.
This means that soon, Bing Ads, Yahoo and AOL will be collectively accessible within Bing Ads and will all be managed within one platform.
What does this mean for advertisers?
For advertisers, this change means they now have one less platform and one less budget to manage. As a result of Bing’s most recent updates, Google Ads and Bing Ads are now very similar, making management easier. The increase in traffic data Bing will now see means the search engine will now be able to introduce smart, query-level bidding options to mirror those functionalities within Google. These updates are a clear positive for any advertiser wanting to improve the efficiency of their advertising management and minimise the time they’re spending on the Bing platform.
Things to note:
- If you aren’t using Bing Ads, then now is the perfect time to start.
- Once your ads stop serving on Yahoo, as long as you make sure to increase your Bing budget to cope with the traffic increase, you shouldn’t experience any problems.
- If you haven’t already got Bing conversion tracking in place, then you need to.
- If you’re worried you’ll loose year-on-year comparison data, then make sure to download any data you may well need from Yahoo.