Stop Treating the Yahoo! Bing Network Like the Red-Headed Stepchild [Infographic]

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Stop Treating the Yahoo! Bing Network Like the Red-Headed Stepchild [Infographic]

Paid search is a great way to kick off a new website or marketing campaign, offering the ability to immediately send traffic with just a few clicks of the mouse. Pay-per-click marketing can be used to test landing pages, gauge the interest and conversion rate of an offer, or simply start generating revenue while a search engine optimization campaign is laid out and in the early stages.

Heck, some campaigns are full-on PPC and don’t even rely on SEO in order to drive traffic. In very competitive industries this is common as it makes more financial sense to develop a very strong paid search marketing effort instead.  When it comes to paid search, we all tend to focus on AdWords, and while that is a great pay-per-click resource (number one, we all know!) it is time to stop treating the Yahoo! Bing Network like the red-headed stepchild.

There are several benefits to adding this neglected PPC option into a paid search campaign (this isn’t to say that Google should be abandoned at all, because that would be campaign suicide). However, there are many reasons why also allocating some of the spend to the Yahoo! Bing Network is a good idea. Take a look at this quick snapshot:


This was a quick test that was run for a few hours the other day before the weekend, and the total spend was less than $17. These are incredibly competitive financial keywords that sometimes cost more per click on AdWords than the total spend for this initial test. This client pays between $16 and $22 per click for these same keywords on AdWords depending on the ad position. The bid was set at a quarter to see what would come of this. Yes, a whole shiny QUARTER per click. As you can see from the screen grab above one keyword had a decent 7/10 quality score and the other was a 2/10, yet both averaged around the number 5 ad position.

There were a lot of impressions, a horrible click-through-rate, but a mind blowing 15 cent and 11 cent average cost-per-click. This little test resulted in two conversions. Now, we aren’t talking email submits or information requests. These are full-blown sales with the online shopping cart singing “cha-ching!” Each conversion is worth about $150 monthly for a year to this client. That is $3,600 in revenue from a $17 test. Now the ads and website can be tweaked, optimized, and further tested to get a higher ad position, CTR, more conversions…and more revenue!

There is no denying that there is search volume via Bing and Yahoo, meaning there are clicks, conversions, and revenue opportunities waiting. Take the same raw data in terms of impressions above and imagine a better CTR.  It only makes sense that it would lead to more conversions and revenue, right?

There is so much opportunity, yet the Yahoo! Bing Network continues to sit in the corner saying, “Hey, look at me!”

I am not saying you will automatically get dirt cheap clicks and huge ROIs, but what I am saying is that you owe it to yourself to at least try. There is also the opportunity to test ads and websites on a smaller (and less expensive) scale, find the perfect combination that delivers a nice CTR and then migrate what has been learned over to AdWords.

It is well worth running small tests on the Yahoo! Bing Network, as the payoff can be a massive ROI and an additional traffic source for paid search. The infographic below outlines some reasons why the YBN should not be ignored. Take a look at our below infographic to learn more.

“Unless you try to do something beyond what you have already mastered, you will never grow.” – Ralph Waldo Emerson

(click image to enlarge)

is bing ppc better than google ppc

Screenshot image: taken 1/18/2014
Main image credit: Shutterstock used under license
Infographic credit: Market Domination Media

Jonathan Long
Jonathan Long is the Founder & CEO of Market Domination Media®, an SEO and online marketing consulting firm. Market Domination Media® also offers SEO coaching... Read Full Bio
Jonathan Long
Jonathan Long
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  • Mike Knight

    Do Yahoo, and Bing have their own version of Adsense so people can put ads on their websites?

  • Maciej Fita

    I think most people don’t think innovation when they think of Yahoo. They don’t really have anything unique that is specific to their organization like Google has. I was hoping Marissa Mayer would change that.

  • Cameron Dunn

    Fantastic article Jonathan, thanks for sharing. I especially liked your idea of using YBN to test various ads before moving to Adwords. That’s a great way to find out what works without having to spend a lot of money.

  • Nick

    Notice that Bing only has 16.7% of the the clicks compared to Google 67.5%. Of course if one is to put a keyword in to a pay per click dollars into Bing instead of Google they will save money. If Bing is only gathering 16.7% of online market share that means less traffic. If one has less traffic to search engine, then one will have less traffic to website. There are less users on Bing than on Google. The only way this can be matched is if Bing shared half of the online market share with Google or close to, if comparing to savings for paid per click. However, this test can be affective, if one is to use Bing to find most effective words than place them on Google paid per click dollars. Then one will not waste money on keywords that don’t have a call to action. Bing would act as a tester to learn what keywords attract the most online users looking for one’s services or business.

  • Monika Rathi

    Hi Jonathan,
    Your post extremely is cool, because people are more influenced by google rather than yahoo and bing due to obvious reasons.
    thanks for sharing this..!!

  • David Black

    It would be great to see a world where Google wasn’t the be all and end all of search engine choices…
    I thought Bing would have attracted many more advertisers by now. Here’s hoping.