Mediaboss Marketing

Bing and Yahoo prove to be an excellent search advertising complement to Google.

Burlington, ON (PRWEB) January 02, 2013

The Yahoo! Bing Network allows advertisers to use one platform to advertise conveniently with both search engines, so theres no need to set up two separate programs or to choose search engine or the other. BingAds, (formerly known as Microsoft adCenter), Bing/Yahoos advertising platform, has continued to make strides in making it easier for advertisers & agencies to migrate their Google AdWords campaigns over to Bing & Yahoo. BingAds now allows users to provide their AdWords login credentials and easily import a campaign in as little as 15 seconds.

For most advertisers, what really matters is how much the advertising will cost, and the quality of the traffic (the conversion ratio) theyre receiving. According to Steve Gould, advertisers can typically expect to pay 10-20% less per click on Bing/Yahoo in comparison to Google, all other things being equal. This basically boils down to a supply and demand issue. The price an advertiser pays for a click is basically set in an auction-type environment. Because of the fact that so many search advertisers pick Google as their sole search engine, there are fewer advertisers on Bing/Yahoo. With fewer advertisers in the marketplace, theres less demand, so the price ends up being less on average.

The other question is the quality of the click/traffic that advertisers receive. From data gathered by Fidelity Internet Marketing, metrics typically associated with quality including pages per visit, time on site, bounce rate, and most importantly, conversion ratio, all tend to be very similar when comparing Bing/Yahoo to Google. The one metric that is consistently statistically significantly higher on Bing/Yahoo than it is on Google is the percentage of new visitors. In general, one doesnt like to see a website that has a very high rate (90%+) of their visitors being new visitors because that would imply that users are not finding valuable content on the site and are rarely returning. However, when it comes to advertising, although repetition is important, its also critically important for businesses to broaden their overall reach to new audiences.

So why not make it your 2013 New Years Resolution to broaden your reach and check out Bing/Yahoo!?

Fidelity Internet Marketing helps small- and mid-sized business owners understand what web marketing is all about & drive qualified visitors to their website that turn into customers.

Steve Gould Fidelity Internet Marketing 905-320-5382 Email Information

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