With the much publicised Search Alliance between Microsoft and Yahoo imminent in the UK at the start of April 2012, more and more of our customers are asking us this question. Google has close to 90% of the search market in the UK, so why should anyone really bother with Bing or Yahoo Search?
In April 2012 Yahoo Search will be powered by Microsoft Bing Search, and Microsoft’s adCenter shall be used as the PPC platform for both Microsoft/Yahoo Search. http://www.searchalliance.com/home
Some industry opinion leaders claim that the conversion rate of PPC on Microsoft Bing Search averages more than 2:1 above Google.
Additionally the average CPC (Cost Per Click) can be around half the cost of Google Adwords. The combination of Bing and Search user base could total around 12% of the UK market. So we “WMA (Web-Marketing- Analytics Ltd)” started testing at the start of 2012 with some of our Google Adwords customers in preparation of April Search Alliance.
Our findings to date include- The average cost per click is lower but can vary significantly from the almost the same cost as Adwords to less than half the price depending on industry sectors. The conversion rate also varies radically. Some costs per conversions (CPA) were less than 75% than Adwords on a like for like basis. The traffic is minimal compared to Adwords so the amount of conversions is very small but generally less expensive and therefore a higher ROI to the advertiser.
We shall be continuing to test now and especially upon the launch of the Microsoft/Yahoo Search Alliance in April.
Our conclusions are so far is that- We recommend that it is worth trying the new Search Alliance. The main reason being is that Microsoft has made it possible to automatically import your whole Google Adwords account. This requires minimal effort and cost to get up and running for Microsoft/Yahoo. The Search Alliance will not work for everyone but it is worth a shot given that it is so easy to get up and running. Higher conversions at a lower cost, and another channel to gain new customers over your competition that you never targeted before.
Contact us today to learn more about the best practises of importing your Adwords account into adCenter.
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