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Online direct marketers are now being encouraged to concentrate their online search marketing efforts on a new search alliance that has been launched by Yahoo and Bing, thus putting Google in the backseat. With these two mammoth companies working together, they still manage to take up only 8 percent of the market share, as compared to Google’s 90 percent. However, markets have in the past, found it extremely inconvenient to come up with 3 separate PPC campaigns to ensure that their search results appear in all 3 search engines. Now however, keeping this in mind, Yahoo and Bing have collaborated and are urging people to market through their search alliance, as this would mean that search marketers have to come up with only one direct marketing campaign for both the search engines. Both the companies are hoping that this collaboration will give their customers a more realistic choice than using just Google, and it might decrease the popularity of the leading search engine.

A number of questions about the advertisers regarding the changes that might occur once the Yahoo! Search Alliance with Microsoft have been answered by Yahoo! The deal which the Yahoo!’s algorithmic as well as pay per click management services integrating into Microsoft's ad Center service will be seen. The project was given a thumb’s up by the US and European competition regulators in Feb. The company has announced that all Yahoo! Sponsored Search will be withdrawn once the Search Alliance is accepted and marketers are expected will be given distribution controls that allow to select traffic from Yahoo! and Bing’s full affiliate network or combined marketplace. Unfortunately for those running PPC campaigns, the company said that they won’t be able to collect traffic from only one of the search engines. The two giant companies will together review "discrepancies" in the editorial policies. All Yahoo! and Microsoft search advertising customers are likely to transferred to ...