Kenshoo Recommends the Yahoo! Bing Network as a “must buy”

Kenshoo recently released its Q3 2012 Global Search Advertising Trends report which examines paid search trends across their client base. In it, they recommend the Yahoo! Bing Network as a “must buy” and suggest it should be considered as the “first place resources are allocated and maximized.” Download the entire report here.

We all know that understanding where an advertiser’s money is going and how it can be spent most effectively is critical in search marketing. Deep analytics and reporting are readily available and gives us so much information but can quickly become overwhelming. While it is tempting to go for the volume play, we encourage you to think outside the box and prioritize value and ROI.

In Kenshoo’s report they cite that the Yahoo! Bing Network consistently “outperformed Google in paid search campaign return on ad spend (ROAS).” More specifically, the Yahoo! Bing Network was almost 30% higher than that of Google in a single quarter.

The report also notes that the Yahoo! Bing Network’s click-through rate (CTR) was 29% higher.

Kenshoo goes on to say that “with [the Yahoo! Bing Network] consistently delivering better ROAS and advanced technology tools available to easily manage campaigns across multiple search engines, the new imperative for marketers is, at the very least, to be active on [the Yahoo! Bing Network], if not make it the first place resources are allocated and maximized.”