Good Call: Yahoo! + Bing = Search Marketing Performance

Wireless retailer Wirefly.com gets same great traffic after transition, just more of it
For many search advertisers, the transition from Yahoo! Search Marketing to Microsoft Advertising adCenter was a move to an unfamiliar environment. But online cell phone retailer Wirefly.com already used—and preferred—adCenter. When the two platforms merged, it found that it started receiving traffic that performed better than traffic from either platform did separately.
The Challenge
Wirefly, which lets consumers comparison-shop for wireless phones and plans, depends on search to drive traffic to its site. “We manage everything down to a cost-per-acquisition goal, so we have a mandate to get the most possible conversions through search engine marketing channels that we can,” says Andrew Rios, manager of search at Wirefly.
For Wirefly’s audience, Bing had usually performed better than Yahoo! Search Marketing, converting at a higher rate and a lower cost. Wirefly’s Search Team also found the adCenter interface to be less complex […]

See original post by mattism