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Google/Yahoo deal could mean cheaper property leads
Following the collapse of the Yahoo/Microsoft deal this week, it looks increasingly likely that Yahoo will push forward with its plan to
outsource advertising sales to Google.
If the plan goes ahead, Google Adwords clients will be given the option of targeting the Yahoo search network. For advertisers who get in first, this could mean less expensive property leads as leads coming from Yahoo are generally cheaper due to the lower click prices and competition. Many search marketers also find Yahoo searches convert at higher rates as their audience is generally less sophisticated and less price conscious.
However, most (non-US) estate agents and developers have never signed up with Yahoo because the extra traffic and leads it generates have never justified the extra effort. With the new deal, this could change. This niche but potentially lucrative audience could be targeted at the touch of a button in the Google Adwords control panel.
The extent of the bargains on offer will depend on how both parties agree Google will implement the roll-out. If the Yahoo network is automatically added to Google’s Search Network (opting current advertisers in), all advertisers should gain from the extra supply for a short period before prices revert to their original level. If advertisers are given the option of separately targeting Yahoo users, those who sign up first should have a significant advantage as it will take some time for the uninitiated to catch on.
Although, there might be a short-term benefit for estate agents, the
collapse of the Yahoo/Microsoft deal is bad news for the industry. A stronger Google with no counterveiling competitive threat only means thing: ever-increasing click prices. There’s never been a better time to invest in
SEO.