Last year the Yahoo system was switched to Bing Ads. The changeover did not just mean modifications to the keyword options, but it was also announced to provide a better reach. Previously, this has been the reason why advertisers neglected the channel. How well does advertising work in the new system?
For SEA customers, Bing Ads offer a very positive development concerning reach and click rates. A total of 10 percent or more of the Google expenses could be wisely invested through Bing. This applies to both branding and performance customers who measure sales or leads.
To get a clearer idea of how figures can develop, we compared the data from a branding customer from the automobile industry before and after the changeover within the same month.
So far the reach and targeting options were not satisfying concerning the delivery of keywords on Bing/Yahoo. It was assumed that therefore only a limited keyword set for advertising was enough.
The Yahoo system has been changed to Bing’s new advertising platform; targeting options for the keywords have been expanded by adding the choices ‘Exact/Phrase’ and ‘Broad’. In addition, other important terms were added into the keyword set, thus excluding irrelevant searches.
Due to the changeover to the new system and the optimizations connected to it, the impressions could be increased by 44 percent and clicks could be more than doubled. The click rate rose by 43 percent and the click costs were reduced by almost half.
All in all, the following results could be generated:
For this customer, and indeed for those from other industries, campaigns on Bing and Yahoo can bring very positive results. This is why advertisers should – if they have not done so already – expand their activities to this search engine or rather increase their budget. It is certainly worth the effort: Additional relevant users can be reached and branding, as well as conversions, can be further expanded.