Following a recent negotiation of their partnership with Microsoft, Yahoo has been testing Google- powered search results as a way to support and supplement their current use of Bing. While changes are in the early stages right now, it’s always important to keep ahead of the pack when it comes to SEO, particularly with something as important as PPC.

At eTailThis we’ve worked in the world of SEO and eCommerce for over 10 years, and we know exactly how to spot an opportunity and make the most of it. We’ll explain Yahoo’s changes from the start: in recent years, the Yahoo search engine has been powered by Bing, returning results and adverts provided by Microsoft’s system.

This was an exclusive relationship until April this year, when a renegotiated contract opened the doors for Yahoo to use other search partners. Yahoo has just been testing Google- powered search results, including Google ads and more.

If you’ve been optimising your eCommerce PPC strategy, you’ll have been running ads with both Google and Bing, and may need to rethink exactly how you’ve been using your budget. We’ve put together this guide to getting the very best out of the latest changes Yahoo have made to their search engine.


Optimising your company’s SEO strategy for Yahoo users

Yahoo currently sits steady with around an eighth of all search engine traffic, which may seem like too small a number to worry about until you realise that this means billions of searches every year. Cutting out Yahoo from your PPC strategy won’t do you any good, and will lose you a huge number of potential customers. Fortunately, adjusting your bid strategy and budget to accommodate for Yahoo’s changes is easy, whether you’re using it for the first time or changing your current strategy.

Using Google Adwords, you can keep your site visible in Yahoo’s new Google powered results by selecting the ‘Include search partners’ option in your campaigns. This option is selected by default on Search Network campaigns, but it’s definitely worth the few seconds it takes to make sure the option’s selected. Once this is done, you can adjust bids, run new adverts and optimise your eCommerce advertising strategy without difficulty.

With AOL’s recent takeover of Bing ads, the world of search engine advertising has definitely been shaken up, but the strategy we at eTailThis follow has always succeeded: keep on top of the latest changes, make sure that you’re not cutting out a significant part of your market with search results, and make sure that you’re always checking whether your advertising strategy is helping your eCommerce business.