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Does Your Pay Per Click (PPC) Marketing Campaign Include Bing and Yahoo?

On May 5th, 2020 / By Hamzah Khadim

Pay Per Click (PPC) marketing is a great way to kick start developing a strong and effective online presence, especially if you just recently launched a new website or had a major overhaul of your existing site performed. PPC can allow you to achieve top rankings – almost instantly!

In fact, in highly competitive markets where there are numerous players (businesses) and a limited number of people, they tend to put a higher focus on developing effective PPC campaigns, while SEO takes the back seat. For most of us, when it comes to PPC campaigns, we tend to focus entirely on the number one resource for PPC – Google AdWords, which is a wonderful PPC resource.

Unfortunately, most businesses are overlooking the other two major search engines out there – Bing and Yahoo. For a truly effective PPC campaign, you should set aside a small portion of your budget for these two search engines as there are opportunities on both.To give you a better understanding why these two search engines should not be overlooked, consider the following:

Search Engine Market Share

While it is true Google dominates the search engine market, they only have about two-thirds of it. This means there is one-third of searches being done on other the other search engines – Bing, Yahoo, Ask, and AOL. Out of these four, Bing and Yahoo have about 30% of the 33% share. So, if you were to include Bing and Yahoo in your PPC campaign, you would capture roughly 97% of the market, compared to around 67% with just Google.

PPC Costs Less on Bing and Yahoo

Depending on the keywords, most PPC campaigns and cost-per-clicks (CPCs), actually cost much less on Bing and Yahoo. This means you only need to allocate a small portion of your PPC budget for these sites.

Less Competition on Bing and Yahoo

Since there are fewer businesses using PPC on Bing and Yahoo, it makes it easier for businesses that do launch ads on these search engines to get premium ad positions.

Better Click-Through Rate (CTR)

Even though there is less traffic on Bing and Yahoo, the actual CTR is higher. CTR on search results, both paid and organic, on Bing and Yahoo are over 80%, compared to around 65% on Google.

Better Conversion Rate

Of those that convert to an actual sale, Bing and Yahoo searchers tend to spend around 25% more per transaction compared to conversions on Google. Combined with the lower CPCs, this means your ROI is much higher.

If you have been ignoring PPC campaigns on Bing and Yahoo, maybe it is time to take another look. Any business that is not running ads on these search engines is missing out on potential revenues from the 45-plus millions of people that do not use Google at all. Feel free to call Logik Digital at 1-866-307-0086 to learn more about PPC marketing strategies or to start a new campaign on all three major search engines!