Paid search spend on Bing grew at a far faster rate than on Google in the first quarter of 2014, allowing Bing to creep up slightly on overall spend share, according to a recent report from The Search Agency.
Thanks to its less competitive bidding environment (lower CPCs), more flexible campaign management tools, and increasingly effective traffic (growing CTRs), spend on the combined Yahoo-Bing platform grew 60% in 1Q14 compared with 1Q13, more than double the 29% year-over-year (YOY) increase of spend on Google.
Overall, Bing gained a small amount of spend share from Google, accounting for 24.1% of the market, an increase of 17.6% YOY.
Below, additional key findings from the report, which based based on data from only US-based paid search campaigns.
Overall, paid search in the first quarter of 2014 experienced solid YOY growth:
- Total spend was up 35%.
- Total impressions increased 19%.
- Click-through rate grew 9.5%.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji