Yahoo and Bing have finally finished the transition of moving all Yahoo! Search Marketing pay-per-click accounts over to Bing’s AdCenter platform. So now if you want to buy PPC ads on Yahoo or Bing, you have to sign up for a Bing AdCenter account and you have to advertise on BOTH Yahoo and Bing whether you want to or not, which kinda sucks. And not only does Bing power Yahoo’s PPC listings, they also power the organic listings. So essentially Yahoo & Bing are now the same search engine with different interfaces and functionality.
However, even though the two PPC networks combined forces, it appears there is no way to track visitors who clicked on an ad in Yahoo and visitors who clicked on the same ad in Bing in Google Analytics. This is going to be a problem that needs to be resolved quickly. Even though there is no way to advertise ONLY on Yahoo, I still want to know stuff like if the quality of the traffic from Yahoo is absolutely terrible while the quality of the traffic from Bing is decent so I can evaluate my options. Ideally, I would like to be able to use tracking URLs such as the following:
For all Bing ads:
For all Yahoo ads:
However, as it currently stands, there is absolutely no way to segment specific ads, keywords, destination URLs for Yahoo & Bing, and what I think is even more important, there is no way to segment the visitors to track them in Google Analytics. I was happy with the performance of my Bing PPC campaigns but it remains to be seen if the merger ends up drastically changing the performance. If it does, I’ll just pour more money into Google AdWords since their platform is 100x better anyway… not to mention, Google has twice as much traffic as Bing & Yahoo combined!