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Whilst not quite as predictable as Sarah Palin not being the next American Vice President, it is still worth noting Google’s announcement on their blog that they’ve ended the agreement to serve it’s ads on the Yahoo! search engine.
This has been put down to the legal hassles with government regulators and concerns of some (!) advertisers.
I don’t know what impact this will have on the Yahoo share price but I’m sure that someone wishes they’d accepted the $31 per share offer from Microsoft.
As a footnote to this, Yahoo have already emailed their PPC advertisers to convey their disappointment and express their wish about how they want to reach out and work with their advertisers. I wonder if this is in the same way they were going to force PPC costs up by jumping into bed with Google?
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.