August 30, 2016

Search Marketing Chart: How Yahoo! and Bing costs-per-click compare to Google


When it comes to paid search marketing, Google is the 800-pound gorilla. But it isn’t the only search engine in town.

Read on to learn how paid search ads on the combined Yahoo! Bing network compare to Google – both for cost and performance.

by Daniel Burstein, Senior Director, Content & Marketing, MarketingSherpa and MECLABS Institute

To create the below chart, ROI Revolution evaluated $300 million of paid search ad spend over two years by ecommerce retailers.

Yahoo! and Bing compared to Google
View Chart Online

We sat down with Ryan Hilliard, Team Leader, Paid Search Marketing, ROI Revolution, to discuss the data.

Sure, Yahoo! and Bing are cheaper options than Google, but is that because they produce lesser results for brands advertising on these search engines? Ryan dispelled that notion, and provided tips for advertisers interested in giving the Yahoo! Bing network a try.

As you can see from the data, the Yahoo Bing! network charges less per click than Google, and that number is decreasing. While the average click on this search engine network cost 94% of a click from Google two years ago, that number has decreased to just 81% of the cost of Google in the first quarter of 2016.

Related Resources

PPC Marketing: 3 steps to improve performance (via MarketingExperiments, sister publication of MarketingSherpa)

B2B Marketing: Optimized PPC program increases revenue 100%

Watch more interviews from the MarketingSherpa Media Center at IRCE

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