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Original article

April 1, 2019
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Bing takes over Yahoo ad delivery: Five things to prepare

January saw the announcement of Bing Ads exclusively taking over management for Yahoo and AOL search ads starting in March. Oath had been renamed Verizon Media and Yahoo Gemini had switched to the name “Oath Ad Manager” only recently but Verizon (who agreed to the acquisition of Yahoo Inc. in 2016) are clearly trying to consolidate and stabilize the decade-long crumbling of the Yahoo empire. Regardless of the ultimate life expectancy of much of the Yahoo portfolio, the status quo was always on borrowed time. The key question for agencies and advertisers is, what will it mean in the management of your search advertising? Impact The whole handover from Yahoo to Bing Ads is going to be far shorter than version 1.0 of this arrangement, which was implemented around 11 years ago. Only two weeks were allotted from the first blush to full transition, which is now, at the end […]
March 19, 2019
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How to find a PPC management solution for your business Search Engine Watch

For some businesses, there is only a small team, or even one individual, in charge of all the pay-per-click, or PPC advertising. And that one person, or team, may have other responsibilities that cut into that PPC management time. As the business grows, keeping up with all the work that goes into a well-managed PPC account (or multiple accounts) can be difficult. So it may be necessary to outsource some, or all, of this workload. The challenge now is to find the right PPC software or management company. The purpose of this article will be to help you identify the needs of your business and what to look for in companies or software that best fits those needs. Identify your business needs There are many options available to small businesses for PPC advertising management including tools and specialized software, all the way to full-service PPC management agencies. The decision to […]