The Case for Diversifying Your Local PPC Spend
Bing recently hit a milestone by capturing 20% of the U.S. search market. They have been making steady gains over the last few years by taking market share from Google and Yahoo. Most of the market share comes from from Yahoo’s network, which Bing now services through the Yahoo Bing network. Their combined reach is now 33% to Google’s 64%.
The milestone in growth of market share is timely as Microsoft and Yahoo announced last week that they have renegotiated the terms of the decade-old search alliance. As users migrate from desktop to mobile searching, Yahoo and Microsoft negotiated to secure more of the increasingly valuable mobile market. The final terms of the deal allow Yahoo and Bing to explore the mobile marketing separately, while Yahoo’s desktop searches will still serve most of its ads from Bing. Yahoo’s CEO Marissa Mayer expressed concerns that the terms of the deal were not performing well enough for Yahoo. This may have just been positioning to get better terms for the recent renegotiation. Yahoo has been building out tools for developers to extend its presence into other mobile applications, growing its visibility in places other than desktop.
This is yet another piece of evidence that brands should diversify their pay-per-click spend. Too often, brands make the mistake of putting all their eggs in one basket and devote their entire PPC spend to Google. There is no denying Google’s popularity, but — contrary to popular belief — it isn’t the only search engine out there. Given the growth of the Yahoo Bing network, brands that invest only in Google are missing out on one-third of possible consumers.
What does this mean for you? Target your customers everywhere. Because fewer searches are occurring on desktop devices, mobile advertising and mobile-friendly landing pages have never been more important. Yahoo is banking on advertising within third-party applications to deliver highly qualified customers to their ad buyers. As a brand, you can be that buyer. By investing your local PPC budget across multiple search engines, you have more opportunities to reach qualified customers, drive them to your mobile-friendly landing pages or applications, and connect them to your product or service through your local partners.