Stacey Helman

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Yahoo! Bing Network – The Most Bang for Your Buck

Are you familiar with HGTV’s “Bang for Your Buck”?  It is a home improvement show that examines three similar renovation projects then local real estate and design professionals proclaim one project as garnering the most bang for the buck based on the bold but smart choices made.  The expert commentary paired with the homeowners’ defensive remarks makes the show slightly more entertaining than some of the other home improvement shows out there.

Deep in the throes of an extensive renovation myself, the concept of this show has become very relevant as I choose bathroom fixtures, shower tiles, even paint color.  Of course, I want to ensure the money is well spent and a true investment that will benefit me and my family in the long run.   In short, I want to make sure I’m getting the most bang for my buck. 

Understanding where your money is going and how it can be spent most effectively is something most of us strive to achieve.  In search marketing, this is one of the core values of the medium.  Deep analytics and reporting give us so much information it can quickly become overwhelming.  For small businesses especially, there often isn’t time to truly dig in and strategize effectively so it becomes easy to prioritize volume.

On Thursday, Kenshoo released their Global Search Advertising Trends report which examines paid search trends across their client base.  In it, they recommend the Yahoo! Bing Network as a “must buy” and suggest it should be considered as the “first place resources are allocated and maximized”.  View the entire report here.

The research found that the Yahoo! Bing Network consistently “outperformed Google in paid search campaign return on ad spend (ROAS)”.  More specifically, ROAS was almost 30% higher than that of Google in a single quarter.  The report also notes that the YBN click-through rate (CTR) was 29% higher.

It seems that advertisers are taking note of the positive performance as Kenshoo also found that paid search budgets are growing faster on YBN when compared to Google. 

While volume on the network continues to be an area where we are making strides, it also gives you an opportunity to test and refine messaging and ad strategy in front of a controlled audience that consistently brings strong conversion performance. 

So, as you consider your search marketing strategy, make bold but smart decisions – like maximizing resources on the Yahoo! Bing Network first then branch out to other engines.  Make sure you are getting the most bang for your buck.

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