New study examines paid search performance metrics on Yahoo! Bing and Google AdWords
CHICAGO, March 19, 2013 — Digital marketing intelligence provider AdGooroo (www.adgooroo.com), a Kantar Media company, today announced it has expanded its service for clients with the addition of search marketing intelligence data on the Yahoo! Bing Network, including estimated PPC spend, clickthrough rates (CTR), cost per click (CPC) and impression share/share of voice by keyword, ad and advertiser.
AdGooroo’s Yahoo! Bing Network search data, along with its Google AdWords data, is accessible to the company’s clients via its Industry Insight platform, an online marketing dashboard that provides advertisers with the abilities to:
In addition, AdGooroo clients can utilize the company’s Yahoo! Bing Network search data as part of its Custom Insight service, which delivers custom research and reporting to help clients answer specific business questions.
“We are pleased to expand our coverage of the search advertising market with the addition of Yahoo! Bing Network data,” commented Richard Stokes, founder and CEO of AdGooroo. “Providing our clients with search intelligence for Bing, Yahoo! and their partners is an important part of our goal to deliver the most complete picture possible of both our clients’ category and their specific search competitors.”
Coinciding with the availability of Yahoo! Bing Network data, the company has published a new report, “Yahoo! Bing PPC Performance Metrics,” which examines key search metrics for both Yahoo! Bing and Google AdWords across six industry verticals in the US during Q3 2012, including Retail, Financial Services, Travel, Education, Business to Business and Computer & Internet.
Among the report’s findings, Google AdWords was shown to be the leader in impressions and clickthrough rates. In fact, AdWords delivered significantly higher impressions in five of the six categories studied. This was especially so in the Retail category, where AdWords delivered 60 percent or more than 7 million more ad impressions than Yahoo! Bing during the quarter. In addition, average clickthrough rates on AdWords campaigns were 2 to 5 times higher than those on Yahoo! Bing in all categories studied during the period.
At the same time, the Yahoo! Bing Network was found to have costs per click that were 1 to 3 times lower than AdWords, as well as brand impressions that were 76 to 90 percent less expensive on average than AdWords. In addition, there was less competition for top positions on its results pages, with 36 percent fewer advertisers on Yahoo! Bing than on AdWords in the studied verticals.
“We believe AdGooroo’s study is a first of its kind and will help search marketers make informed marketing decisions,” commented Stokes.
About Kantar Media
AdGooroo is now a Kantar Media company. Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries. For more information, visit www.AdGooroo.com or www.KantarMediaNA.com.