Is Bing Currently the Best Deal in Paid Search?

Posted by Tue,Jul 19, 2011 @ 10:00 AM


Bing's share of the search market has grown from 9% in April 2010 to 30% one year later.

Bing Search Share resized 600

From ymarketing LLC, here are some reasons why marketers should funnel as much of their pay-per-click budget toward Bing.

Bing Cost Per Click Cost Less
The same keywords cost far less on Bing than they do on Google. So while fewer may see a Bing ad than a Google ad, you have a much better chance of getting lower costs per lead or conversion from Bing. Example:

Bing vs. Google Keyword Cost resized 600

Bing-Google Ad Platform Similarities
Keywords that work best on Google have similar results on Bing. Take advantage of Google's volume and better monitoring of click fraud to test, then import your Google campaign directly into Bing for lower ROI.

Recent Bing Platform Improvements
Bing recently made some changes to its daily budget options so now you only need specify how much you want to spend each day.

Greater Ad Flexibility on Bing
Bing and Yahoo! have a 40-character limit on pay-per-click ads, compared to Google's 25-character limit.

Sales and Conversion Rates
Retail companies tend to see better conversion rates with Bing, according to ymarketing LLC. They also found that while conversion rates for B2B are the same for Google and Bing, the cost-per-clicks on Bing are 50-70% lower.

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Tags: PPC, Lead Conversion, Google, Bing, Advertising

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