If You Aren’t Doing PPC on Bing and Yahoo: Why?

According to the latest comScore search engine rankings, Google commands an overwhelming 67.3% of the market.

Shocking </sarcasm>

What I do find legitimately surprising, however, is the lack of small-to-medium sized businesses that are currently advertising on the Binghoo networks, even when it appears they are spending big bucks over on Google on everything from brand to extremely long-tail terms.

Listen, I’ve been doing this nearly a decade, so of course I understand the importance of a solid pay-per-click strategy on Google. It is what I spend a majority of my work-week focusing on, after all. But, if anything, the Bing/Yahoo merger gave PPC managers more of a reason to be utilizing the combination network.

First, and probably most importantly, PPC on Bing and Yahoo has been made easy, thanks to an import feature that the Bing Ads platform provides. Simply enter your AdWords username/password combo, and Bing walks you through the rest. According to a statement from Bing itself, they only use your log-in data for AdWords to import your campaigns, and does not save this data. However, if you’re really concerned about safety, you can always create an alternative Gmail address & connect it to your AdWords account, then remove the address following import (or, just change the password).

Since import is such a breeze, the other objection I can imagine for not doing PPC on Bing and Yahoo is the extra management time. I get it– you’re strapped for resources. Fine. At the very least, your high-volume, best-performing keywords from Google should be running on Bing & Yahoo. If I am using brand terms for a client, for instance, I will always run them on both Google and Binghoo. Brand keywords are typically low-cost & yield a positive ROI, and this is usually the case regardless of which search engine we’re talking about.

If you’re really feeling adventurous, I have found that long-tail keywords, while not searched as frequently, do run at a relatively cheap CPC on Bing and Yahoo. However, this does imply that you have the resources to manage the extra keyword volume, lest things get out of control without proper watch.

Granted, not everything is all rosey on the Binghoo network. The interface is still clunky, at best, and conversion tagging is no easy task, either. For those of use relying on Google Tag Manager to make our lives easier, the Bing tag doesn’t quite work well with the container just yet (I’m working on a fix, and will hopefully have a post on that soon. I’ll update this when available). Bing phone support, though, is pretty helpful, and readily available, which is more than I can say for Google at times.

An estimated 5.3 billion searches per month between Bing & Yahoo– and choosing to simply ignore these potential customers is simply, in my opinion, not an option. PPC  managers should be, at the very least, doing the bare minimum to ensure their clients’ consumers are finding them wherever they perform search queries, regardless of what network that is on.

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