Despite Google's dominance in search engine marketing, Bing does come out on top in some surprising ways in a study released on Tuesday by AdGooroo, a Kantar Media company.
"Eighteen percent of advertisers in the 'Shopping and Classifieds' category who advertised on both engines in 2014 saw a greater clickthrough rate on Yahoo! Bing," according to the research titled "Yahoo! Bing PPC Performance Report—2015 Edition." Those advertisers include JCPenney, Sears, Macy's, Best Buy and Kohl's.
Additionally, Bing's 42 percent lower cost per click and its much lower competition rates—less than half the number of advertisers as there are on Google—actually work in marketers' favor, reports AdGooroo.
"Google's significantly higher number of advertisers means more heated competition to reach consumers," reads the research.
Additionally, AdGooroo studied desktop text ad paid search activity for 689,838 keywords and found:
- "Google AdWords generated 769 percent more revenue [for itself] than the Yahoo! Bing Network across all six [measured] categories during the year." AdGooroo measured these categories: shopping and classifieds, financial services, travel, education, automotive and business.
- "Google delivered 138 percent more impressions than Yahoo! Bing … The disparity was greatest in the 'Shopping and Classified' category, where Google delivered 195 percent more impressions … The gap was smallest in the 'Business' category, where Google gained just 16 percent more ad impressions."
- While a 65 percent improvement in CTR may sound impressive, that figure from Google is dwarfed by Bing's 175 percent upswing from Q3 2012 to 2014. The result is Google's CTRs are 126 percent higher than Bing's, rather than 2012's 265 percent gap.
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