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Monday, February 13, 2006

Yahoo! & MSN Generate More Sales than Google

Posted by @ 8:17 pm
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When evaluating the best search engines to spend your marketing budget and effort on, usually the blanket rule of biggest is best, is applied. While being highly visible to a large audience is a great initial search engine marketing goal, when ROI becomes your campaigns driving force, the real objective is being seen by potential customers in a search engine that generates results. And this is when all search engines are not the same especially when evaluating Google vs. Yahoo! vs. MSN.

BIGresearch have just released their latest Simultaneous Media Study (SMM) which after consulting with 15000 respondents provides a great insight into which search engines are best for influencing purchase decisions on particular product categories. In lay terms – which search engine people use to buy specific products.

And here’s where it gets interesting.

For all of you, like me, who thought that Google was sure to be at the top of most of the product categories – you’ll be surprised!

The top 5 places overall for “influence on purchase decision” rank as follows:

  • Yahoo! (score of 13)
  • MSN (score of 21)
  • AOL (score of 23)
  • Google (score of 26)
  • Ask Jeeves (score of 32)

    So already the landscape of search looks very different when you start rating search engine effectiveness based on their ability to generate the results you want – sales. Below I have provided a breakdown of top search engines by product category. When you start your next round of search engine marketing planning, it will pay to bear these ratings in mind when choosing where to spend your marketing budget. Focus your search engine marketing based on your product category.

    Electronics

  • Google
  • Yahoo!
  • MSN

    Apparel

  • AOL
  • Yahoo!
  • MSN

    Grocery

  • AOL
  • Yahoo!
  • Ask Jeeves

    HomeImprovement

  • Yahoo!
  • MSN
  • Ask Jeeves

    Car/Truck

  • MSN
  • Yahoo!
  • Google

    Medicines

  • Yahoo!
  • AOL
  • Ask Jeeves

    Telecom

  • Google
  • MSN / Yahoo!
  • AOL

    Eating Out

  • Yahoo!
  • MSN
  • Google / AOL

    Source: BIGresearch Dec 2005



  • Rene LeMerle Rene is the marketing manager of ineedhits.com - a global search engine marketing company. He also leads the marketing for Gooruze.com - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

    View Rene LeMerle's profile






    Discussion (1 - comment)

    Thanks for the info! Too bad the researchers left out the category of Business to Business…

    By Diane Dennis - February 14, 2006




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