Yahoo-Bing Network Delivers Higher Return on Ad Spend, Better CTR Than Google in Q3 2012
According to Kenshoo, a digital marketing software firm, global paid search budgets were notably higher in the first three quarters of 2012. In the third quarter, spending grew 24 percent year-over-year. Meanwhile, the Yahoo-Bing network (YBN), while handling a fraction of the traffic Google does, boasted a return on ad spend in the third quarter that was 28 percent higher than Google’s, along with a click-through rate that was 29 percent higher.
YBN benefited from a 10 percent quarter-over-quarter boost in spending in the third quarter, and a 35 percent year-over-year boost. Kenshoo also noted that mobile phones and tablets generated 21 percent of all U.S. search advertising clicks while accounting for 13 percent of total paid search spend. (Kenshoo)
