Paid Seach: Google AdWords VS Bing&Yahoo Network
- Amber Liu
- May 7, 2014
- 2 min read
Google's AdWords Leads the Paid Search World
AdWords Leads in Paid Search Spend, Clicks in All Verticals AdWords delivered significantly higher impressions in five of the six categories studied – especially in the Shopping & Classified retail category, where it displayed 1.6 times as many first SERP ad impressions as YBN (an incremental 7.3 ad million impressions) during the quarter. However, in the sixth category, Financial Services, YBN actually displayed more ad impressions than AdWords (although AdWords still yielded more total click-throughs within the vertical). In addition to earning more search traffic, advertisers on AdWords generally experienced higher CTRs – with AdWords campaigns found to be 2.4 to 5.9 times higher than those on YBN during the period, depending on the vertical. However, among the advertisers who were active on both engines, AdGooroo found some who actually had better CTRs on YBN than AdWords. For example, 9.5 percent of the Financial Services advertisers who sponsored paid search on both engines enjoyed higher CTRs on YBN than on AdWords, including Citicards and Fidelity Life. In the Shopping & Classified category, 5.7 percent of the overlapping advertisers had higher CTRs on YBN, including JCPenney, QVC, Old Navy, Kmartm and Shutterfly.
The Yahoo Bing Network Has Niche Competetive Vaules
The Yahoo Bing Network Offers Certain Advantages CPCs were almost invariably lower – and usually significantly lower – on YBN than AdWords – from 37 to 77 percent of AdWords' CPCs, again varying by vertical. So, advertisers were paying a high premium to gain access to AdWords' heartier search traffic and CTRs. And, as a result of lower CPCs, Brand Impressions (first SERP CPMs) varied from 76 to 90 percent cheaper, on average, on YBN than on AdWords. The study also showed that there is significantly less competition on YBN than on AdWords. Across the six verticals studied, AdGooroo found 25,056 paid search advertisers on YBN receiving at least one first SERP ad impression, compared to 39,006 advertisers active on AdWords during the quarter. In other words, there were 36 percent fewer active search marketers on YBN to bid against.
I will acturally recommend marketers to start with Google AdWords, and then expand your paid search to YBN.
