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The Benefits of Advertising with the Yahoo! | Bing Network

by Meric Alp on February 8, 2013

Since the announcement of their partnership back in September of last year, the newly formed Yahoo! | Bing Network has been growing with every passing quarter. If you haven’t considered search advertising through the Yahoo! | Bing Network, then take into account that nearly a third of Internet traffic comes from these two search engines, in addition to their extended network of partnered sites. With that in mind, there’s no doubt that the benefits of advertising on the Yahoo! | Bing Network are increasing every month.

Benefits of Search Advertising on the Yahoo! | Bing Network.

Search advertising isn’t easy for any business, and many end up putting all of their eggs in one basket in order to save themselves time and money. However, while this strategy might be tempting for busy companies, restricting yourself to one advertising network in turn restricts your overall advertising reach. Advertising on the Yahoo! | Bing Network as well can help you solve that problem by giving you access not only to Yahoo! and Bing’s search engine users, but also all Microsoft and Yahoo! sites the world over, and all Core Search sites in the US. That’s a potential reach of 152 million searchers with just one ad buy through Bing Ads.

The Yahoo! | Bing Network also represents sites like Facebook, CNBC, Amazon, The Wall Street Journal Digital Network, and more, ensuring that all ads served through their network reach a wide and varied audience on well-known and reputable websites–websites whose users are more likely to search online for products and services to buy. For example, compared to the average searcher, US searchers on the Yahoo! | Bing Network spend 24 percent more, which translates directly to increased ROI by doing search advertising with them.

The Search Advertising Data Speaks for Itself

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Think it’s too good to be true? Then take a look at Kenshoo’s Global Search Advertising Trends for 2012, which is based on data from clients who use Kenshoo’s search marketing platform. According to the data, the Yahoo! | Bing Network consistently delivered higher click-through-rates quarter over quarter, with a high of 1.8 percent in Q4 of 2012, which was a 21 percent increase as compared to 2011–quite an achievement for the fledgling network. Additionally, the Yahoo! | Bing Network’s impression volume increased by 30 percent as compared to the previous quarter, meaning that even more searchers saw ads from the network.

On the other hand, Kenshoo did determine that the Yahoo! | Bing Network delivered less click volume, but the return on ad spend was still high for those users who were advertising on the network. So although businesses might not have received as many clicks on the Yahoo! | Bing Network as compared to other search networks, the overall value was much higher, resulting in more sales and thus more return on investment. Generally speaking, the data proves that searches on the Yahoo! | Bing Network are definitely worth more in the long run.

Should You Try the Yahoo! | Bing Network for Your Search Advertising?

So let’s recap; the Yahoo! | Bing Network delivers the following search advertising results as of December 2012:

  • 1.8% CTR on average
  • $0.64 CPC on average
  • 21% increase in network performance as compared to 2011
  • Yahoo! | Bing Network delivers higher ROAS

If you want to make the most of your search advertising budget, then investing in the Yahoo! | Bing Network in addition to your current search marketing strategy is certainly a must. However, if you still aren’t sure that it’s the right advertising move for you, don’t forget that all myhosting.com customers receive a free advertising  coupon ranging in value from $25 to $75 with their web hosting or VPS account, which you can use to advertise on the Yahoo! | Bing Network.

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