FEATURE
How The Private Lending Market Can Benefit from the Microsoft and Verizon Media Partnership By Ryan Roberts, Sr. Director of Marketing
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In January 2019, Microsoft announced their newly formed and strengthened relationship with Verizon Media (formerly known as Oath). It is by-product of Verizon taking a huge $4.6 billion write-down on Yahoo and AOL as they failed to meet expectations.
From March 31, 2019, Yahoo Search traffic will be exclusively served by Bing Ads and this is to include traffic currently acquired from Oath Ad Platforms (previously known as Yahoo Gemini) and other search advertising platforms.
This update means that whereas before you had to access multiple distinct platforms to manage your search and display campaigns, you can now use a single platform for your search campaigns for Bing, Yahoo, and AOL.
20 Originate Report | April 2019
But what does this mean for the future of private lending and advertising and what are the best ways for you to take advantage of it?
Yes, a competitive edge with Bing, Oath, and Verizon
Currently, the average loan for a private lender doing Non-Owner occupied residential, Multi-Family and Mixed-Use investments costs around $3500 to acquire and close. This means that you want to be doing as much as possible to streamline and coordinate your customer acquisition efforts so that you’re not spending extra money. The enhanced partnership will make your search campaigns easier to manage while helping you reach a valuable audience across Microsoft and Verizon Media properties and partner networks.
In the world of Google’s dominance of all, the truth is that other sources have been underutilized and under optimized from an advertising perspective in private lending. Yet with a little bit of focus in the right direction, you can ensure that you are doing everything you can to expand your search reach. The newly presented opportunity here makes it easier to find, purchase and monetize on advertising inventory and impressions across search terms that convert to leads - and closed funding scenarios. It allows advertisers to centralize advertising efforts under a single platform across those networks and measure quality, impressions, and conversions from a single source.
Why Bing and not Google Pay Per Click
Before we go into how this can benefit you, it’s important to clarify the distinctions between Bing and Google and how you can work these to your advantage.
Bing currently has 34% of the desktop search engine market share worldwide, and importantly, you have access to 63 million individuals searching who cannot be accessed with Google Adwords. Even more important, 40% of the Bing demographic is aged 35 to 54 years old - a particularly close match for the average borrower demographic for private lending. So if you’re not using Bing Ads, that’s a substantial amount of missed opportunity. Almost 40% of the Bing Network ranges from 35 to 54 years old which is a very
