Advertisers are far too focused on one search engine and it isn't Bing
Microsoft has to make serious inroads into converting people to use Bing so that businesses advertise and in turn update their info which they’re not actively doing. One way is to offer alternatives to Pay Per Click which are far too expensive and a waste of money. YELP used to offer impressions which I thought was better since a business could purchase 500-1000 impressions per month at a fixed rate.
Since Microsoft already works with YELP for reviews, a marketing partnership could be beneficial in the lucrative internet marketing ad dollars. PPC is too expensive for the majority of small businesses at a 4-6% conversion rate. YELP used to offer impressions which is one viable alternative. In the interest of improving traffic to Bing, people follow the money. Lower cost alternatives that truly benefit all businesses will ultimately pan out since it will be made up in volume and savings can be passed onto customers. It’s a win-win over the greedy PPC market. This would require a merging of philosophies between companies like Microsoft and YELP, and an infusion of cash by Microsoft to induce YELP to be far more flexible than it is. It’s a win-win for both companies
I’m a big fan of Satya Nardella and I think the internet ad business needs a huge revamping because this is the gateway to prosperity for many businesses and in turn might clean up the internet of scam brokers and others that offer very little value.