The Yahoo and MSN search alliance transition to Microsoft Advertising adCenter is now set for April 2012. Advertisers must now start to use there adCenter accounts to manage PPC campaigns so that with just one account, your search paid ads will reach users on both Yahoo Search and Bing plus the relevant partner sites and networks.

Advertisers have been advised that their Yahoo account will be moving into a read-only state meaning focus must be applied to adCenter accounts specifically if you were not running ads via Bing previously.

Key steps to consider:

• Migrate the necessary activity that is not live in Yahoo accounts to AdCenter
• Review ad copy: Character allowance in ads will be changing from February 2012
• Review keywords and the applied match types including negative keywords
• Review geo targeting options
• Adjust bids – AdCenter minimum bids are higher and a monthly budget is required, ensure these changes are monitored to ensure continuity of activity

The search alliance rolled out across the US in 2010 with many advertisers seeing increases in performance post transition with others reporting no major changes. It is imperative these changes are monitored for the health of your campaigns

If you need any PPC advice or help during the search alliance contact OMG Search today.