Search Engine Advertising: Better Marketing ROI on Yahoo! and Bing?
I have thought this to be the case and now there is at least one credible study that backs me up. According to Adgooroo’s third-quarter Search Engine Advertising Update, pay-per-click advertising is more affordable and conversion rates are higher on Yahoo! and Bing. However, don’t pause your Google AdWords campaigns just yet. Here’s the catch. Google still dominates the search market and will for the foreseeable future. Google’s share of searches is approximately 65%, while Yahoo and Bing’s combined share is about 25%.
What does this mean?
If you manage an established brand, you can’t afford to ignore Google. Competitive factors and search volume requirements will probably prevent you from decreasing your Google ad spend.
For emerging brands, small businesses, and companies with small search engine marketing (SEM) budgets, Yahoo! and Bing could be a better online advertising solution than Google.
Recommendations:
- DO NOT make sweeping changes to current programs that are producing results
- Start with a small group of keywords and ads
- Test keywords and ads consistently across all three search engines simultaneously
- Slowly increase budgets and monitor results
September 8, 2010