Think about who your target customer is, what their demographics are and how they are most likely to use the web. Below are three reasons why the Yahoo Bing Network may be a better fit for your business.
1. Yahoo Bing Network users are older than Google users. According to Bing, "Yahoo Bing Network audience over-indexes for individuals older than 25, and a higher index than Google for ages 35 and older (especially 35-64)." Additionally, most are college graduates.
2. Less competition. Fewer companies are using pay-per-click advertising on the Yahoo Bing Network so your ads will have less competition for the top space. This also means your costs will be less which helps many small businesses keep cost down.
3. Leads financial services category. While Google AdWords delivered more ad impressions in the Shopping and Classified, Travel, Education, Computer and Internet and Business, Yahoo Bing was higher in the Financial Services category. AdGooroostates, "... in the Financial Services category we were surprised to find that Yahoo! Bing actually led in first SERP ad impressions. We speculate that this phenomenon may be due to the popularity of the financial reportage on the Yahoo! and MSN portals, which have each accumulated a loyal following of readers and, naturally, point their readers’ searches to the Yahoo! Bing engine rather than to Google."
In reality, most pay-per-click strategies will include a combination of Google and the Yahoo Bing Network advertising. If you would like assistance determining what the right mix for your company is, please contact us atwww.BuddinghAssociates.com and read our article, "Google or Bing For Small Business Pay-Per-Click Advertising."