Following the much publicised Search Alliance formed back in 2009, Microsoft’s adCenter is set to power PPC marketing campaigns and results on Yahoo!, according to an article published by Search Engine Watch.

Writing for SEW, Duncan Parry, has produced a list of steps that should be taken to prepare for the switch – set to take place during the second quarter of 2012.

Here are just a few of those steps in a summarised form:

Shorten your Yahoo! ads by February 1 – The Panama system, currently used for Yahoo! ads, allows adverts that are much longer than those allowed on Microsoft’s adCenter.

Parry states: “All new or modified ads on Panama are required to have an ad title of 25 characters (instead of 40) or less, and a display URL of a maximum 35 characters on February 1.”

He also adds that descriptions need to be shortened, by just one character, to 70. Any ads that aren’t altered will simply be paused when the migration takes place.

Take the time to learn the difference between Panama and adCenter – Panama and adCenter are very different; therefore time needs to be taken to learn how to use and adapt to the new system. There are a number of webinars and training videos featured on the Search Alliance website, according to Parry.

Adjust bidding and budget strategies – The minimum bid on adCenter is much higher than on Panama – £0.05 compared to £0.01. This will mean that you’ll need to set a revised monthly budget that incorporates this increase.

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