Today Yahoo announced more details on the upcoming transition to Bing for US and Canadian advertisers. The date for moving sponsored results to the Microsoft Adcenter platform is targeted to start mid October with a goal of completion by the end of that month.
At Efficient Frontier, we are working to ensure a seamless transition for our clients. Much of the advance work requested by Yahoo to transition accounts to Adcenter will be minimal for EF platform users, as
- Clients have well structured Adcenter accounts already, and any changes or additions can be easily managed with Efficient Frontier’s Campaign Management utilities.
- Campaign budget distribution and management during the transition will be handled systematically through Efficient Frontier’s portfolio optimization process.
- Our keyword models will react quickly and automatically to changes in volume and performance, so bid and position volatility will be minimized and overall performance will be preserved as the transition occurs from Yahoo to Bing.
My colleague Aloke Fernandes had a timely post last week on preparation for the transition.
Our partners at Microsoft and Yahoo are working diligently to make the Search Alliance happen on time. We’ll be ready well ahead of the target date, and we look forward to a profitable Q4 for our clients on the newly combined marketplace.
Anders Torgerson | VP Product Management
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