The Yahoo! Bing Network, a combined search advertising marketplace made up of Yahoo!, Bing, and partner sites (Facebook, Amazon, Monster, WebMD, CNBC, and Viacom, plus networks like The Wall Street Journal Digital Network), announced on Wednesday its expansion to seven new markets in Europe and six in Latin America. The network now reaches a total of 22 countries across four continents, and plans to continue growth.
According to comScore, searchers on the Yahoo! Bing Network are likely to spend 123 percent more than the average Internet searcher, which makes Yahoo! Bing Network a powerful marketing channel. The network is outpacing the competition on many key metrics.
Yahoo! Bing Network statistics show that the 151 million searchers in the U.S. reached by the network, are likely to spend 24 percent more than the average searcher, and likely to spend 5 percent more than Google searchers. Worldwide, the network reaches 489 million unique searchers, 92 million of whom do not use Google; an audience who is likely to spend 24 percent more than the average searcher.
Similar data was presented in the quarterly report “Kenshoo Global Search Advertising Trends:”
In the U.S., while Google delivers more overall traffic (684 percent more in Q3 2012), the Yahoo! Bing Network (YBN) drives online sales revenue at a more efficient rate. Specifically, the return on ad spend (ROAS) of paid search on YBN was 28 percent higher in Q3 than that of Google and the YBN click-through rate (CTR) was 29 percent higher. As a result, advertisers increased their YBN ad spend 10 percent quarter-over-quarter and 35 percent YoY, representing a faster rate of growth than Google.
Also, according to the State of Paid Search Report by The Search Agency, in Q3 2012 Yahoo! Bing Network’s click traffic increased by 9.6 percent, while Google’s click traffic only increased by 0.7 percent.