Bing -Yahoo Fluctuations in PPC Digital Marketing
ROI – Keeping Track

The Yahoo-Bing collaboration has begun and their systems are integrated. And with the change some interesting Data with regards to the merge should be realised by digital marketing professionals and website owners: Because this Data is highly tangible with regards to planning future PPC digital marketing campaigns.

The statistics show that Bing’s CPC program has higher conversions therefore a better ROI than Yahoo PPC digital marketing. In the US advertisers spend eighty percent of their PPC digital marketing budget with Google giving them the lion’s share of the PPC market: And this has been the case since 2007 when SearchIgnite began to track statistics. Therefore, it does seem Bing-Yahoo has their work cut out if they want to alter the momentum.

The Statistic Reveal...

PPC digital marketing spend has consistently risen year after year, month after month: Over the first three months of 2010 exhibiting a promising continuation of growth of around 5%. In comparison, Bing-Yahoo CPC witnessed a slight downturn in the third quarter of 2010. Looking at overall figures for Bing and Yahoo individually before and after the merge several trends make themselves clear.

Based upon SearchIgnite’s measure of cost-effectiveness per thousand impressions (eCPM), Google’s has risen by almost 1%. This reflects a 14% decline in their digital marketing effectiveness (ROI) for Bing-Yahoo which many digital marketing professionals believe is primarily due to a decline in relative search results and so CPC. Impression shares have also dropped by around 4% which means advertisers are spending less of their digital marketing budget with Bing-Yahoo.

Early Days

Of course, it is early days and there was sure to be some uncertainty and hesitation from advertisers. Nevertheless the statistics to date do not bode well for the Bing-Yahoo collaboration.

PPC Digital Marketing Insight

This insight is valuable with regards to placing the focus for any PPC digital marketing campaign managed within the new Bing-Yahoo platform. Bringing your Bingo-Yahoo inline to maximise ROI requires building upon match types and avoiding keyword canonicalization.

It is also important to realise the differences between Google and Bing-Yahoo to maximise your digital marketing campaign. With the latter it is possible to apply unique keys and bids for all partner networks: Therefore it is advantageous to target their ‘O&O’ Search and partners – Allowing you to effectively optimise keys based on the target audience and monitor results. Another notable difference is the demographic targeting abilities of Bing-Yahoo are not available with Google.

Keep a Keen Eye

Many advertisers understand that their ROI is greater with Bing-Yahoo: However, they also realise that traffic volume is less. The difference in ROI between Google and Bing-Yahoo may balance out in the future. Even so, bottom line is greater traffic volume does not ensure greater ROI. Therefore, it is a good idea to keep a keen eye on fluctuations in ROI.

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