It cost less for small businesses to advertise on Microsoft's Bing, compared with Google, per a recent study. In fact, the findings suggest the average search marketing cost per click (CPC) of
$1.10 on Bing undercuts the $2.40 on Google AdWords.
Pricing Engine analyzed digital campaign data from thousands of businesses. Most of the companies, very small businesses
(VSB), have less than 100 employees and spend $1 million or less annually in marketing. Preliminary data suggests 19% of its customers use Bing for search marketing, compared with 81% solely using
Google AdWords. The study marks the first time Pricing Engine shared information about the trends it sees from about 1,500 client accounts.
Pricing Engine users saw slightly better performance
on Google, with an average click-through rate (CTR) of 2.4% on AdWords, and 2.3% on Bing, but campaigns on Bing gained higher efficiency rates in most cases as a result of significantly lower CPC.
Digital services firms had the highest average spend on AdWords, at about $3,200 per month, likely due to a primarily digital focus. Retail stores follow with about $2,500; with outdoor activities
and other at about $1,250.
Pricing Engine notes that retail stores were the biggest category by number of accounts in the survey at 17%, followed by home/construction at 15%, and restaurants
at 11%.
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