Today, Yahoo and Google officially announced a non-exclusive agreement. This agreement “enables Yahoo! to run ads supplied by Google alongside Yahoo!’s search results”, per Yahoo
The move comes as no surprise to many. In early April, Yahoo conducted a limited test of Google’s Adsense on Yahoo Search.
Google quickly followed today’s announcement with it’s anti-monopoly case for the Department of Justice.
Let Me Opt Out
Minutes after the announcement, I quickly sent an email to my Google AdWords Relationship Manager asking to be opted out “IF” I have the opportunity.
Ultimately, it comes down to money for advertisers. (Doesn’t it always?)
Yahoo Sponsored Search does not have a strong Return on Ad Spend (ROAS). Over the past month, I have begun trimming my spending on Yahoo and moving more funds into Google. Yahoo doesn’t pay for itself, like Google does.
If Yahoo ads do not have a good ROAS, then why would I want my Google ads there?
As I mentioned before, one of main themes in 7 Habits of Highly Effective Pay-Per-Click Advertisers is separation.
- Separating Content from Search
- Separating Match Types
- Separating Negatives
Search separation allows advertisers precision analytics. Blending Google with Yahoo defeats the separation. In fact, it taints the analytics with bad ROAS.
If Google does not allow advertisers to opt out of Yahoo Search, then cost per conversion will increase. If Cost per Conversion increases then spending will decrease. This ultimately defeats the whole point for Google.
I ask Google: “Allow AdWords clients to Opt out of Yahoo”
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