Australians are Google-centric, 86% of use Google exclusively, so much so it has transcended into the English language as ‘the way to search the Internet’. Based on this it’s not surprising that Google dominates the average digital media plan with little consideration given to alternative channels. To those who resist the urge to place all the urge to place all their eggs in one basket, this represents a very real opportunity in the form of Yahoo & Bing.
In Australia Yahoo and Bing are the same network and represent around 10 – 14% of the search market (depending on who you believe). It may seem like a small slice of the search market, but from a population base of 23 Million, 14% is not bad, especially when you consider the cost per click is usually 30 – 50% cheaper than it’s more popular sibling Google.
So why is Yahoo/Bing cheaper? Well pricing is dictated by the number of advertisers choosing to ‘bid’ for any given keyword or phrase and because of this Google-centrism and the low amount of publicity that Yahoo search receives, there are considerably less bidders applying bid pressure.
An argument against Yahoo & Bing I regularly hear is that traffic from this network will not convert as well as Google. If yo8u truly believe that someone is going to buy or not buy because of the search engine they choose to use, you are kidding yourself. Even if this was the case, the conversion rate would need to be less than half that of Google to be classed as ineffective and that’s just not likely.
So my advice to you is give Yahoo a go and introduce it into your marketing mix. Make sure you learn about how their quality score algorithm works and how to attach UTM source code so it tracks through your analytics program. Other than that it’s dead simple, you can even clone your existing Adwords account in their search marketing conversion tool to make it real quick and easy.
Good luck!
In Australia Yahoo and Bing are the same network and represent around 10 – 14% of the search market (depending on who you believe). It may seem like a small slice of the search market, but from a population base of 23 Million, 14% is not bad, especially when you consider the cost per click is usually 30 – 50% cheaper than it’s more popular sibling Google.
So why is Yahoo/Bing cheaper? Well pricing is dictated by the number of advertisers choosing to ‘bid’ for any given keyword or phrase and because of this Google-centrism and the low amount of publicity that Yahoo search receives, there are considerably less bidders applying bid pressure.
An argument against Yahoo & Bing I regularly hear is that traffic from this network will not convert as well as Google. If yo8u truly believe that someone is going to buy or not buy because of the search engine they choose to use, you are kidding yourself. Even if this was the case, the conversion rate would need to be less than half that of Google to be classed as ineffective and that’s just not likely.
So my advice to you is give Yahoo a go and introduce it into your marketing mix. Make sure you learn about how their quality score algorithm works and how to attach UTM source code so it tracks through your analytics program. Other than that it’s dead simple, you can even clone your existing Adwords account in their search marketing conversion tool to make it real quick and easy.
Good luck!
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