Efficient
Frontier has been working closely with Yahoo! and Bing in preparation for the
impending integration. When Yahoo! ads begin being served from Bing, AdCenter
advertisers will experience changes in traffic patterns. The traffic from the
Yahoo! account will drop and migrate over to the Bing platform for the same
keywords. In a sense, this will create a new marketplace as existing data on
impressions, clicks and performance will not hold true as the migration occurs.
All advertisers will be dealt the same hand but advertisers who are able to
react quickly to the changing patterns will have advantages over those that are
not.
Advertisers
will also lose some of the flexibility in bidding keywords differently on Bing
and Yahoo! based on performance. Now, advertisers will need to look at the
performance of the combined Yahoo! / Bing traffic and decide how to bid based
on performance.
Given
the strong traffic modeling and predictive capabilities, Efficient
Frontier will be in a unique position to manage this transition well for our
clients. The models for each keyword will change over this period of time
and our models will react quickly to these changes to make the right
assessments and bids on the new combined Bing AdCenter platform.
As the transition occurs, marketers should make sure they are working closely with their internal and agency teams and frequently monitor the traffic and performance to make bid and budget changes for their new Bing campaigns.
Aloke Fernandes, Account Director
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