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Microsoft and Yahoo!: Highlights of Alliance for PPC advertisers

Microsoft and Yahoo! invited search marketers and vendors to an all-day overview of the upcoming Microsoft-Yahoo Alliance. Here’re some of the highlights: “Timeline. Representative of both companies assured they’re on schedule for a full rollout of Alliance by October. November and December is the “protected holiday period” that’s so key to search marketers, and Alliance is on target to have all US and Canada PPC advertisers moved over to shared platform by October. API migration will also be complete by then. Interface improvements. Advertisers have shared their wish lists for both Yahoo and MSN’s web UIs for a while now, and two engines have definitely heard the feedback.”

Some enhancements PPC advertisers can look forward: Negative keyword expansion beyond 1026 characters; Negative keywords at ad group or campaign level; Campaign performance dashboards; Web import options of any format – Google, Yahoo, or MSN; Significant upgrades to adCenter Desktop tool; Search network controls – can choose just owned & operated properties, or search partners; Reporting upgrades, including removal of 92-day time limit; Enhanced conversion tracking options, including revenue tracking.

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