Frank Lee, Senior VP of Client Services, and his team found that their paid search clients are seeing dramatically improved results on Bing compared to Live Search. Even though impressions in the first 3 weeks of Bing have dropped 22% compared to the last 3 weeks of Live Search, Microsoft now seems to be serving far more relevant ads on each keyword.
The result for The Search Agency’s advertisers:
Click Through Rate up 15%
Conversions up 6%
Conversion rate up 18%
Cost per acquisition down 3%
Until now, all the industry reports on Bing have covered the increase in search volume, share of search, or total clicks. Their data is the first analysis of Bing’s impact on paid search advertising performance. With this growth in search volume, along with these improved metrics, advertisers might want to consider shifting more of their paid search spend to Bing.
Nothing wrong with a 3% drop in your CPA hey… Very nice increase in the CTR aswell :)
Ye, it’s going to be amazing watching Bing evolve over the next several months, naturally I’ll be watching very closely from an SEO point of view :)
Now to see if it actually holds – the other half of the battle. This might all just be a direct response to the advertising campaigns.
I’m just curious to see which direction they start moving in, because the amount of cash they’ve outlayed must be enormous!