Google To Power Many of Yahoo Search Ads: Good for Advertiser & Publishers?

Jun 13, 2008 - 7:45 am 0 by
Filed Under Search News

Do You Want Google to Power Yahoo Search Ads?Last night at 6:30pm (EST), Yahoo announced a search ad deal with Google and discontinued talks with Microsoft. As you would imagine, this made major news - so read all the news stories, go to Techmeme, they organized most of the major stories for this announcement, as they always do.

The angle I am going to take with this article is to find out if this is good for you - the advertiser and the publisher. Let me explain that I listened to Jerry Yang and Susan Decker of Yahoo on the 6:30 conference call last night. In that call, I learned that Yahoo will pick and choose which keywords and industries queries they will show Google search ads over their own Yahoo search ads. They continue to call the Google ads, Google AdSense for Search - but in my mind, isn't Yahoo just a distribution partner of Google AdWords? Anyway, that is not as important - I assume they will show up in your AdWords reports as a normal syndication partner would.

Yahoo first announced that they would be testing Google ads back on April 10th. The day after, we saw first signs of Google ads on Yahoo Search results. The ads continued for well over a week, which was a surprise to many. Some advertisers loved having only to manage one campaign, a Google campaign, to also show their ads on Yahoo. But when I polled advertisers and publishers if they wanted to see Google power Yahoo ads in the future, advertisers will split down the middle.

The pie chart above and the detailed chart below are the results of our poll:

Do You Want Google to Power Yahoo Search Ads?

Of course, we only polled a limited set of users - mostly advertisers and/or publishers.

I would suggest, if you haven't yet, go answer the poll so I can get more responses and publish the results again.

Clearly, the deal would make it easier for advertisers in that they only have to manage one campaign. Of course, Yahoo said their ads will still be live - so it doesn't fully take the responsibility off the advertiser to manage their Yahoo campaigns. Most advertisers prefer the Google ad management interface over Yahoos'. But having one major player in the space is also scary to manage advertisers and publishers - yes competition is a good thing.

Note: I should have added that the Google ads won't be live on Yahoo for about 3.5 months, while Yahoo awaits approval from the Senate.

Forum discussion at WebmasterWorld, DigitalPoint Forums and Search Engine Watch Forums.


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