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If you haven’t already heard Yahoo! and Microsoft have received regulatory clearance to form a search alliance called Yahoo! and Microsoft Search Alliance. It is uncertain as to what this will mean for internet marketers and small business owners using Yahoo Search Marketing pay per click service.
Firstly the merge should aptly be renamed the Microsoft take over as according to the Yahoo! release “you’ll log into one place – Microsoft’s adCenter – to manage campaigns, for greater efficiency and a better ROI.” Where is the Yahoo! in all of that? Like we suggest is this a Yahoo! and Microsoft Search Alliance or is it a Microsoft takeover?
Our experience with using both MSN (Microsoft) and Yahoo! search marketing is that Yahoo! consistently, across 10 of our websites, sends more traffic for lest cost per click than MSN. We have run several campaigns on MSN and paid top dollar only to receive 1 or two clicks a day. A similar campaign in Yahoo will cost us approximately a third less and send 10-40 clicks a day.
Hmmm. So is this a good thing for those of us using Yahoo Search Marketing? Are we now going to have to pay top dollar for the extra 62% of search volume the alliance is claiming it will send? Will this now mean that small business owners have yet again been sqeezed out of a traditionally economical method of advertising in favor of the big advertisers and big corporates?
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