As of April 1, 2019 Bing search ads took over all advertisements on Yahoo Search. For further details on the transition read our blog post from January Yahoo Search Ads: Where Are They Now? If you were of the small percentage of advertisers manager ads directly through the Oath Ads Manager (Verizon’s name for Yahoo Search Ads), this is a relief as you now have one less platform to manage. Not to mention Bing Ads is a far more advanced platform than Oath was.
The most recent data according to Statista is that Bing handled just under 25% of all search queries in the United States and Oath (formerly Yahoo) handled just under 12%. This now gives Bing a boost to handling search ads for roughly 35% of all searches in the United States. In International markets Yahoo is a bigger search engine than Bing. If you have run Bing Ads for countries outside the United States you know how small their market share was internationally. This should help give them a boost.
What Are Your Next Steps?
If you were running search ads through Oath you should have already transferred everything over to Bing before March 31st with your account rep
If you are still only running search ads on Google, this change will give Bing Ads more traffic and increase the value of taking the time to manage another platform. Read our blog about Bing ads if you are unsure.
Look for both a potential dip in your Google search ad impressions and an increase in your Bing search ad impressions. Be ready for a potential 10-15% budget increase. Remember, Yahoo was using both Bing and Google prior to April 1, 2019 for their advertisements.
If you run campaigns outside the United States on Google, but not on Bing because their international search volume was insignificant, it may be worth testing this out again.
In Bing Ads you can segment by network, but they combine Bing & Yahoo search together. Maybe now that they are taking over all of Yahoo search they will change this to allow for further segmentation and management across the two networks.
On the few test searches we’ve done on Yahoo since the transition this month, Bing is showing 5 ads above the organic results on many queries. Even when Bing shows 3-4 results they are showing 5 on Yahoo. We’ll continue to keep an eye on this as they will likely be testing.
If you have any questions or would like us to manage Google or Bing ads for your company, feel free to call or send us a message.