If you advertise on Yahoo! or Bing PPC you’ve no doubt heard about the fact that Bing is now going to be serving both paid and organic search results on Yahoo! properties.
We have a number of smaller clients taking advantage of the lower traffic numbers on Yahoo! and Bing to run profitable PPC campaigns where they couldn’t show a profit on Google due to crazy competition running up CPCs.
Unfortunately, when Yahoo! completes the transition on the paid search side, the combined market share will be 20-30%. I have no doubt this will result in a lot more competition on Bing/Yahoo! as larger advertisers begin spending more time and money targeting the estimated 62% larger search volume and that will consequently drive up CPCs. Hopefully things won’t get too crazy, but if there was ever a time to optimize your Bing campaign, it’s now.
