In a recent report from AdGooroo, claims that Google Adwords is a far better advertisement system than the Yahoo!/Bing network were analyzed and produced some surprising results.
This report ticks off a few different metrics that are used to measure the effectiveness of advertising campaigns including overall ad impressions, click through rate, as well as average cost per click. While some of the results weren’t surprising in favor of Google’s Adwords platform, the overall results were actually quite surprising.
In the overall ad impressions category, the overall impression winner would be Adwords, but when broken down by individual advertising category, the only category in which Adwords was the clear winner was shopping and classifieds. Every other category was a virtual dead heat between Adwords and the Yahoo!/Bing network. This shows that Adwords is not as clearly strong as many people assume.
In the click through rate category, the clear advantage went to Adwords with nearly 5 times the rate in some categories. What this actually points to is the better advertisement serving system offered by Google versus the Yahoo!/Bing network. What is also known about this is that many Adwords users place much more an emphasis on SEO practices than many users of Yahoo!/Bing.
In the average cost per click department, the clear winner was actually the Yahoo!/Bing network with many users of Adwords paying up to 117% more in premiums. The argument here by Google is that you get what you pay for. But with many users running ads on both networks, they often find better traffic through the Yahoo!/Bing network due to the lack of advertiser competition.
What does this mean for PPC marketers?
AdWords is the logical first choice due to better impressions and click-through rates. However, the Yahoo!/Bing network shouldn’t be overlooked. Lower CPCs and CPMs and less competition for ad position offer a pretty attractive looking alternative.
Which advertising network do you find the best? Feel free to share your thoughts below.