SEMeasy - Bing/Yahoo Stealing Ad Share from Google, B/Y Search Picking Up!
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Things are always changing in the world of online marketing. just recently, #bing has claimed a full 20% of the search market share. Combine this with their yahoo ally, that accounts for nearly 1/3 of all searches. It's clear that over the next several years, this will continue to improve as Bing works to set themselves apart from #google, attracting and keeping a unique demographic.
Here's some interested facts reported by Richard Stokes of Search Engine Watch.
Comparing Google and Bing Yahoo Ad Performance in the Retail VerticalIn mid-April comScore reported that for the first time bing reached a 20 percent search market share in the United States. Adding in the 12.7 percent of U.S. searches conducted on the sites of its search alliance partner, Yahoo, and the Yahoo Bing Network’s effective search market share is now nearly 33 percent.
A study in 2014 found on average just 32 percent of advertisers had an ad display on the first search engine results page (SERP) of both google and Yahoo Bing during the year, compared to 66 percent who displayed a first SERP ad on Google alone, as well as a mere 2 percent who displayed a first SERP ad exclusively on Yahoo Bing.
Ad performance on Yahoo Bing is improving at a faster rate than performance on Google #adwords: Yahoo Bing’s average click-through rates improved by 175 percent from Q3 2012 to 2014, while average click-through rates on Google improved at a healthy but far lower rate during the period, just 65 percent.
18 percent of advertisers in the Shopping and Classifieds (retail) vertical who advertised on both engines in 2014 saw a greater click-through rate on Yahoo Bing.
We found that on average these advertisers’ search ads gained far more favorable positioning on the first Yahoo Bing search engine results page (SERP) than on Google’s, meaning their ads were displayed higher up on the page, making them seen and clicked more often by consumers.
The average cost per click on Yahoo Bing was 42 percent less expensive than on Google across all six verticals in 2014.
A constructive strategy would be to recognize and embrace the difference between the two search engines and try to take advantage of Yahoo Bing’s unique advantages.
Curated from Is the Yahoo Bing Network Emerging From Google’s Shadow? | SEW
If you're not already, consider advertising on Bing and Yahoo. There are obvious advantages and could lend itself well to your campaign.