When Yahoo! and Microsoft announced their Search Alliance last year, it was obvious from the get go that what they really wanted to improve was their advertising revenues, instead of the users’ search experience. Not that they were hiding the fact, especially since the whole point of their making a big hoopla about the Search Alliance was the need to help businesses and advertisers transition to the new adCenter.
Motives aside, it is true though that they have been very careful about the whole transition process, taking it really slowly, and striving to provide as much support as they can. Though Yahoo’s algorithmic results have been transitioned to Microsoft for 17 countries, including the United Kingdom, there isn’t any need to worry yet about having to adjust to using Microsoft’s adCenter yet. According to the Search Alliance site, “Yahoo! advertisers with accounts in the UK and France will not transition to adCenter in 2011. Advertisers should continue to manage and optimise their campaigns on Yahoo! Search Marketing and Microsoft Advertising adCenter separately.”
So if you are stressing about having to adjust when the paid search merge is finalised, don’t. You still have months ahead of you to familiarise yourself with adCenter.