Which Search Engine Offers the Best PPC ROI – No More Acronyms Now…I Swear!

It is fair to say that Pay Per Click (PPC) – OK, no more acronyms NOW – is one of the cornerstones of many businesses endeavours to attract customers and increase the number of sales they are capable of achieving via their ecommerce avenue – but do companies put enough thought into which search engines to focus their pay per click campaigns upon?

Google is a colossus, it’s a beast and, understandably perhaps, almost all companies will want their pay per click ads to show up in the Google listings. It is clear that Google is still the market leader but other search engines are slowly beginning to have an impact on the pay per click industry and many companies looking to set up a campaign will speak to digital agencies about whether it will be Google, Bing or Yahoo that may see their money go furthest.

Whilst it is well known that Google doesn’t like to share – with some 65% of traffic going through their search engine – other providers like Yahoo and Bing are trying to muscle their way in on the action too. Whilst achieving success against Google may well be akin to climbing Mount Everest, there is certainly no harm in trying!

So, what does this mean for companies setting up a pay per click campaign?

Well – having just said how dominant Google is when it comes to internet searches, they stamp down their authority even more when it comes to pay per click campaigns. With a gargantuan 81% of the pay per click market sewn up, is there really any point in considering the other search engines when it comes to devising a pay per click campaign alongside an SEO centric full service digital agency?

Well, in a word – Yes, there is. I am well aware that is three words.

Whilst Google may well have the market share when it comes to pay per click (well, “share” may not be the right term given their dominance), the other search engines like Bing and Yahoo also have their merits for a number of reasons. In a word – demographics! It was just a word that time…

Google tends to be most utilised by the younger breed of internet users between the ages of 13-34 and for this reason, it is clear that products for this age group will certainly be best served to be appearing in pay per click ads on Google. With Yahoo and Bing, however, it is typically older age groups that will be conducting their query through these search engines and targeting pay per click ads for this demographic may be better served by using these other search engines – much to Google’s chagrin no doubt, given their love of practically owning the internet.

Regardless of what approach you want to take with a pay per click campaign – using a digital agency will invariably boast the best results – and we’re not just saying that because we happen to be a digital agency (honestly). Having a team of dedicated professionals to manage pay per click campaigns will help ensure ROI (Damn it – another acronym!) is maximised.

There are all sorts of factors that relate to how best to formulate a PPC campaign and here at 9xb, we have a team who just love keeping up to date with all the latest developments – YES, we’re geeks! Just recently, I read a Facebook blog about just how targeted the advertising campaigns on the immensely popular social network site were becoming. Which, of course, is something that is of interest to us as we continually strive to improve all facets of our social media campaigns for our clients.

Anyway – thanks for reading (if you made it this far)!