Feeds

Bing advertisers on wane, says report

'Inexpensive marketing sandbox'

5 things you didn’t know about cloud backup

Microsoft's Bing decision engine search engine stomached an 8 per cent drop in all-important first-page advertisers during the third quarter, according to the latest report from search research outfit AdGooRoo.

First-page ads are those that turn up on the first results page after a keyword search.

Due out tomorrow - prior to the release of quarterly earnings results from Google, Yahoo!, and Microsoft - the report also says that's Google share of search advertisers has reached a near all-time high of 81.2 per cent. All this, and we're just 18 weeks away from Bing's much-hyped debut.

According to AdGooRoo - a search marketing consultant that tracks search ads from a network of servers across the globe - Bing delivers better conversion rates than Google (as does Yahoo!). And you could argue that Bing is the better organic search engine. But Google provides the reach - and that's what advertisers prefer.

"Google has become the premium supplier of high-volume search traffic," AdGooRoo's Q3 reports reads. "Despite having lower conversion rates on whole than either Yahoo! or Bing, it drives far higher volume and a very respectable ROI, making it an excellent choice for established brand advertisers."

In other words, it repeats the obvious.

And this is why Microsoft and Yahoo! are so keen on tying the search knot. The two finally signed a long-awaited search deal in July, but it still requires approval from regulators.

"Classical marketing strategy suggests that this is a reasonable equilibrium point for a mature market," the AdGooRoo report continues. "Google is unlikely to lose their lead, while Bing will need to spend exorbitant sums to gain (or even maintain) market share, a precarious situation at best. In this light, a Bing-Yahoo! partnership is a sound decision."

Whereas Google controls 81.2 per cent of search advertisers, Microsoft and Yahoo! are limited to 12.8 per cent and 26.0 per cent, respectively (some, of course, advertise on more than one). And whereas Google continued to pick up big-name brand advertisers during the quarter, Bing's biggest additions were comparison shopping engines from the likes of Nextag, k8yel.com, bestcompare.net, shopwhiz.net, and underpay.biz. "Many of the top advertisers appear to be rebranded variations of the same site, suggesting that Bing is being used as an inexpensive marketing sandbox."

AdGooRoo's report also indicates that the number of ads Google shows per keyword continues to climb - as it has done throughout the economic meltdown of the past year. When Google announces its Q3 numbers on Thursday, you can expect the usual epic sums of ad cash. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
No, thank you. I will not code for the Caliphate
Some assignments, even the Bongster decline must
Kaspersky backpedals on 'done nothing wrong, nothing to fear' blather
Founder (and internet passport fan) now says privacy is precious
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Mozilla's 'Tiles' ads debut in new Firefox nightlies
You can try turning them off and on again
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.