Microsoft and Yahoo have announced the Yahoo Bing Network as the official name for their combined search marketplace, which came about as the result of the companies’ “Search Alliance” partnership. Likewise, Microsoft adCenter has become simply Bing Ads.
“Bing Ads is not only a new name, but an improved experience with new features to help you better manage your campaigns and complete tasks faster,” says Microsoft’s Tina Kelleher. “Recent improvements include: a new web interface, improved ad rotation controls, and agency enablement tools that make it easier for agencies to manage multiple accounts.”
David Pann outlines the changes as:
Historic Quality Score helps advertisers closely monitor their campaign performance trend and proactively respond to the competition.
Negative Keywords Conflicts Report allows advertisers to identify negative keywords conflicts in scale with ease. As a result, advertisers will receive more targeted traffic and increase their ROI.
Share of Voice reporting quantifies missed impressions and classifies them in detailed buckets, allowing advertisers to take precise action to regain lost share.
Ad delivery status and ad preview tools enable advertisers to more quickly identify issues hindering ad serving at the campaign, ad group and keyword levels.
With ongoing enhancements to the Bing Ads Desktop tool, advertisers have an additional resource for tracking performance and identifying growth opportunities.
The Bing Ads Intelligence tool provides access to customizable marketplace level information that allows advertisers to make proactive decisions regarding their campaign management.
Pann also notes that there is a new Import Campaign feature (for importing from AdWords), and a new Editorial Exceptions feature for resolving editorial disapprovals during and after the ad submission process.
Additional updates are on the way, Kelleher says.
Microsoft and Yahoo say that the network (in the U.S.), consisting of Yahoo and Microsoft’s core search sites, accounts for 30% of the search share, and reaches 151 million searchers who are likely to spend 124% more than the average searcher, and 5% more than Google searchers. The companies say advertisers can reach 46 million unique searchers in the U.S. who aren’t using Google.
“A similar result holds true worldwide, with 489 million unique searchers, 92 million of whom do not use Google; and worldwide the Yahoo! Bing Network represents an audience who is likely to spend 124% more than the average searcher and 78% more than Google searchers worldwide,” the companies say.
“In addition to Yahoo! and Microsoft Core Search sites, the Yahoo! Bing Network represents partner sites like Facebook, Amazon, Monster, WebMD, CNBC, and Viacom, plus networks like The Wall Street Journal Digital Network,” the companies add.
Advertisers would do well to note that Bing has been revealed as the default search on Amazon’s new line of Kindle Fire devices.
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