As has been reported everywhere, Microsoft finally got their hands on Yahoo’s search. Some say the move is necessary to create a viable competitor to Google’s monopoly. Some bemoan the death of Yahoo (since they’re the only “old school” search engine still around). Virtually every possible angle has already been covered, so I’ll just talk about what the merger means to me, the PPC manager at Vizad.
First, The Bad News
- Muddled demographics – Yahoo is more social, skews younger and more female. Microsoft is more corporate, skews older and more male. Now it will be one big muddled mess (just like Google)
- Wasted certification – My Certified Yahoo Ambassador status is a goner (though the Ambassador program was pretty much gone already)
The Silver Lining
- One less interface(eventually) – No more dealing with Yahoo’s clunky, slow web interface and both Bing and Google have desktop clients
- I’m in total control – No longer do I have to worry that Yahoo has turned off my ads in the name of optimization, or added keywords, or added new ad groups or … you get my point
- A legitimate contender – While everyone talks about search generally, the Google monopoly is most problematic on the advertising side. A solid competitor (with deep pockets to compete) will hopefully create a healthier market for PPC advertisers
I’m sure there will be problems as two gigantic companies try to merge something so complex. I’m sure you’ll hear plenty from the pundits, but for a PPC manager like me this will likely improve life. How will it affect you?