Yahoo-Bing Gaining On Google In Some Paid Search Metrics: Report

The Yahoo-Bing paid search partnership has produced a couple positive trends for advertisers, according to new data shared by search marketing agency Efficient Frontier. As a preview to its usual quarterly overview, Efficient Frontier has published some early data on its blog with some findings about the Yahoo-Bing transition.

The company says that the transition led to small drops in click share and spend share, and a larger drop in overall paid search ad impressions for Yahoo-Bing. But, the flip side of that was a gain in revenue-per-click (RPC).


Efficient Frontier says revenue-per-click on Yahoo-Bing used to be about 20% lower than on Google, but the two are even now (as shown above). As the chart shows, Yahoo-Bing have seen a moderate increase in RPC, while Google’s dropped in the 4th quarter.

The company also says advertisers on Yahoo-Bing saw better ROI than expected, and the combined platform is providing ROI that’s “about the same as Google now.” Because of that increase in ROI on Yahoo-Bing, cost-per-click there was essentially the same as Google by the end of 2010.

Related Topics: Channel: SEM | Microsoft: Bing | Search Ads: General | Stats: General | Yahoo: Search Ads


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Ken Pendergast

    What kind of info is available for markets in APAC?

    Baidu vs. Naver vs. Yahoo-Bing with advertising

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