Since 2014, Yahoo! Gemini has been a thorn in the side of advertisers trying to reach additional volume and grow their online marketing channels. Bing’s on-and-off-again relationship with Yahoo! Gemini has reached a new, but familiar, point. Bing Ads announced yesterday that it will begin, again, to serve all Yahoo! traffic starting Apr. 1.
Many online advertisers will be jumping for joy to no longer have to download keyword reports because stats weren’t available in the UI to optimize towards. Clunky UIs that aren’t user-friendly, antiquated URL structures and minimal API-compatible connections to major third-party data platforms are a thing of the past. Starting Mar. 15, Bing Ads will begin taking on Yahoo! search advertising volume across all devices. Bing expects that all search traffic being delivered by Yahoo! Gemini will switch over to Bing Ads by Mar. 31
So, what does this mean for advertisers and the digital marketing space?
As of Apr. 1, you’ll no longer need to maintain your Gemini account as traffic should no longer be served through it. This traffic will slowly shift to the Bing Ads Network, increasing volume in those accounts. Advertisers should consider this increase when looking at budgets, etc. Even if you aren’t currently advertising through Gemini, you’ll see an uptick in Bing Ads as more traffic/search volume opens. The volume exists even though you aren’t currently taking advantage of it, so anticipate this new volume.
Competition should (in theory) increase on Yahoo! searches, resulting in higher CPCs for that traffic. By moving Yahoo! search traffic into Bing, which has a much higher adoption rate, traffic on Yahoo! should increase, making it more competitive. The low CPCs most advertisers enjoyed in the current Yahoo! environment should increase and get close to Bing Ads levels. But, even with increased Yahoo! CPCs, they should still be lower than Bing CPCs, depressing overall CPCs as you add roughly 10-percent more traffic at an efficient rate.
Overall, this consolidation should serve all advertisers – both those currently using Gemini and those who don’t. Traffic will increase for those that don’t currently advertise using Gemini at a more efficient rate. Those that’ve braved the Gemini UI for its limited volume will no longer have to do so. In the digital advertising world, this is a win-win situation that should bring all advertisers additional traffic through Bing Ads for a lower cost-per-click.