The first report published by Professor Kagan's company Pricing Engine was discussed in a recent article on TechCrunch. It highlights a broader trend that the company is seeing from around 1,500 accounts, which is that although most accounts only spend on Google AdWords, Bing appears to be more efficient and cost-effective for its users.
Among Pricing Engine's clients, those who used Google AdWords saw an average clickthrough rate of 2.4% compared to 2.3% on Bing. However, since the price per click is lower on Bing, it translates to a cost-per-click of $1.10 (versus $2.40 on Google AdWords).
While Google AdWords seems to be the first destination in an advertiser's mind, the article calls out the possibility that there may be untapped opportunity in advertising with Bing, since the analysis so far suggests a higher return on investment.
Among Pricing Engine's clients, those who used Google AdWords saw an average clickthrough rate of 2.4% compared to 2.3% on Bing. However, since the price per click is lower on Bing, it translates to a cost-per-click of $1.10 (versus $2.40 on Google AdWords).
While Google AdWords seems to be the first destination in an advertiser's mind, the article calls out the possibility that there may be untapped opportunity in advertising with Bing, since the analysis so far suggests a higher return on investment.
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