Yahoo! Advertising recently announced that the Bing Ads platform will be changing in September in order to “simplify the ad buying process across devices.” What does this mean for advertisers on Yahoo! and Bing?
While this change will initially only affect those advertisers who have different campaigns targeting desktop, laptop and tablet users, advertisers with Smartphone-targeted campaigns will also be affected in the beginning of 2015.
In order to effectively prepare for this change, advertisers are being advised to take some crucial Bing Ads management steps to ensure a smooth transition into the new platform:
- If your campaigns are currently targeting desktop and laptop traffic separately, you should combine those campaigns (making sure to delete or pause the duplicates) and add bid modifiers for the traffic sources as needed.
- If your campaigns are targeting or excluding Smartphone traffic, you should work with your Bing or Yahoo account manager to come up with a game plan in preparation for the updates that will be made in the first half of 2015.
- If you are only targeting laptops and desktops, you should begin testing tablet traffic and be prepared to apply bid modifiers as necessary. Don’t forget to adjust your campaign budgets to account for additional traffic that will come in from tablet devices.
As you are probably aware, the pay-per-click environment is constantly changing and updating to bigger and better ways of doing things. Here at JumpFly, we know how hard it is to keep up with the changes, and we are eager to help our clients optimize their accounts to perform to their full potential. If you find yourself wondering how this change will impact your business and whether or not your results would benefit from a professional reviewing your account, give us a call. We would be happy to have the opportunity to speak to you about professionally managing your paid search campaigns on Yahoo/Bing and Google.