Back in July 2009, Microsoft and Yahoo announced a 10-year search partnership led by Carol Bartz, who had recently taken over as Yahoo's CEO. Under the terms of the agreement, Microsoft's Bing powered Yahoo search, while professionals from Yahoo handled the search advertising strategy portion of the business. Through thick and thin, financial instability and potential restructuralization of the deal, the partnership remained intact, and Microsoft recently rebranded its advertising arm as a part of a deeper relationship with Yahoo.
According to a Microsoft blog post, the name for the collective advertising effort is the Yahoo Bing Network. Bing Ads will replace the Microsoft platform known as adCenter, and this rebranding has already been launched.
Search engine marketing specialist and other online marketing gurus should explore the options Bing Ads offer users. According to Microsoft Community Manager Tina Kelleher, the Yahoo Bing Network is comprised of 151 million unique searchers in the U.S. who are likely to spend 24 percent more than the average searcher. Kelleher also adds that Yahoo Bing Network users are likely to spend 5 percent more than Google users in the U.S. alone.
Developing marketing strategies that take advantage of the Yahoo Bing Network could work favorably for professionals who want to expand their online search advertising campaigns.