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First, SEO will become a little more straightforward if anything. Instead of having to optimise for 3 search engines, you will only have Google and Bing to worry about. It would be wise to start reading up on Bing SEO techniques asap if you haven’t already.

Now the bad news – PPC may be a little more complicated. If you are running a PPC campaign on Yahoo! but not MSN Adcenter, your account will be automatically transferred to the Bing platform. The problem is, there are differences between the platforms. For instance, AdCenter has 3 match types, whilst Yahoo! only has 2. You will need to optimise your Yahoo! campaigns so that they are ready for the transition. If you have accounts with both AdCenter and Yahoo!, you should be ok – now is the time to focus on building up your AdCenter campaigns.

Yahoo and Bing only have a fraction of the search market compared to Google. However, the merger provides further growth potential, and whilst the PPC volumes are lower, they are generally easier to deal with than Google, and it is easier to get a better return on your PPC investment.

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