Digital/Online Marketing Communications Strategy

A Simple Way to Boost Search Engine Marketing Results

By on November 24, 2014 in search engine marketing (SEM) with 0 Comments

SEO_arrow_300_225When you create a marketing plan, does it make sense to intentionally exclude 30% of your potential target audience as part of your strategy?

I’m guessing your response is no.

You may even think it’s a dumb question. Who willingly ignores that amount of potential business?

Yet many search marketers do just that, without giving it any thought. You may be doing it, too.

That’s because, the majority of search engine marketing campaigns focus solely on Google.

Looking Beyond Google

Google is the 800-pound gorilla of search engines with a 67% share of the overall search market.

That’s huge. But it still leaves 33% out of the mix.

When you only use Google for search engine marketing, you’re ignoring a decent chunk of your potential audience.

The good news is, it’s easy to rectify the situation, by including Bing and Yahoo in your search engine marketing pay-per-click campaigns.

Yahoo Bing Network

Just like Google has AdWords, Bing and Yahoo have a system for paid advertising. There’s a dedicated site for the Yahoo Bing Network, which has a blog, tools and training to help you learn how to use its platform and optimize your campaigns on the network.

bing_yahoo_150_125Added bonus: With Bing and Yahoo you have the benefit of less competition and you can pay less for higher ad rank and cost-per-click.

Demographic differences

Bing is the default search engine for Microsoft’s Internet Explorer web browser. In other words, it’s the default search engine for Microsoft Windows-based computer products.

Lots of folks change that built-in setting, however many people, especially those who are less tech savvy, leave it as is. This is a big reason why Bing skews to an older crowd — half of its users fall into the 45+ age group.

If you’re targeting older users you can get a nice boost in your pay-per-click results by placing ads on Bing.

Basic search engine marketing strategies still apply

Fundamental strategies that you’re already using for Google also work on Bing and Yahoo. You still want to refine keywords, test ad copy and optimize bids.

There’s no need to reinvent the wheel — you’re just adding a new spoke.

Even so, this is a different network and you may find certain keywords, or your full ad text, perform differently on Yahoo and Bing than on Google.

This brings us back to the ABT mantra of online marketing: Always Be Testing. Analyze results and make adjustments based on the data.

Your two cents

Have you had experience using the Yahoo Bing Network? How did your campaigns fare there? Comments welcome. Please share.

Related articles:

5 Reasons Why Bing is the Best Deal in Paid Search (ymarketing)

New PPC Report: Bing Ads Vs. AdWords In 6 US Verticals (Search Engine Land)

5 Reasons to Advertise with Microsoft adCenter (Point It)

Should Your SEO Strategy Include Yahoo and Bing? (HubSpot)

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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .

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