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Yahoo!-Bing Pay-Per-Click Advertising

Bing Ad's are the sponsored ads at the top of both Bing and Yahoo search engines. Yahoo/Bing are estimated at only having 8.27% of the Canadian search market. While that limits opportunities, it's also worth noting that the cost per click is typically cheaper than Google.

Yahoo!-Bing Advertising

Yahoo! and Bing are two of the main competitors of the titan search engine, Google. While they command a smaller market share of the search world (20% combined market share), Yahoo!-Bing advertising can be an effective way to collect additional leads and sales at a lower cost to a specific target demographic. Bing is the default search engine for Internet Explorer, which is the default browser on any msn device. Generally, users who are searching through Bing, are of an older demographic. The unique searchers on Yahoo!-Bing spend 26% more online than average Internet searchers. Due to the fact that the competitive space with Yahoo!-Bing PPC advertising is much less saturated than Google, marketers will also see significantly lower CPC from this strategy, which in turn should also result in a lower CPL than Google Adwords. In addition to their lower search engine market share, Yahoo! and Bing ads are both managed within the Bing Ads management console (which shares the same look and feel as Google AdWords), and default reporting combines results from the two engines.

Advantages of Yahoo!-Bing PPC

  • Less advertiser competition means lower CPCs (Cost-Per-Clicks), which translates into lower CPL (Cost-Per-Lead) for your business.
  • Typically an older demographic of users (average age is 35+), thus also more likely for Yahoo!-Bing users to have children. This can play into the key target demographic for some businesses.
  • Bing users, on average, have more “blue collar” users than “white collar,” which can also be advantageous based on what your business’ key target demographic is.

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