Bing Performance Is Lagging Behind Google

July 13, 2016 Team DMS

Because it is a challenge to effectively scale Bing, Google has always made up the majority of our paid search spend. But although Bing volume was a fraction of what Google provided, it historically converted well. Google conversion metrics were typically higher at an aggregate level, but the Bing performance was comparable for some clients.

Recently, we’ve seen a dramatic downward shift in Bing’s performance, resulting in significant gaps between the conversion rates of Google and Bing. With costs per acquisition (CPA) up to four times greater for Bing campaigns, the lower costs per click (CPCs) and costs per lead (CPLs) of Bing are no longer a selling point.

Here are some examples of recent conversion data for our clients:

  • Client A: Bing CPA 4x higher, acquisition rate 57% lower than Google
  • Client B: Bing CPA 69% higher, acquisition rate 29% lower than Google
  • Client C: Bing CPA is 28% higher, acquisition rate 8% higher than Google
  • Client D: Bing CPA 4x higher, acquisition rate 60% lower than Google

 

As a result, we have cut back on our clients’ Bing spending in recent months, with these media dollars reallocated to Google to achieve a better return. In fact, from Q1 to Q2 of 2016, the share of spend we place with Bing dropped by almost a third to just 13% of total paid search media dollars across all of our clients. And it appears we are in good company. According to a recent report, paid search spend in Google was up 25% YOY in the first quarter of 2016, whereas combined spend across Bing Ads and Yahoo Gemini fell 10% for the same period.

What do we anticipate for the future?

We’ve shared recent conversion data with our agency representative at Bing, and the Bing team is conducting an internal review to determine why their quality has been so low. While we wait on that analysis, we’re testing new Bing features in an attempt to improve the performance of active campaigns. In April, Bing introduced callout extensions that are already successfully boosting click-through rates (CTRs). We have high hopes for Bing click-to-call technology as well. Inbound calls are converting at three times the rate of form inquiries on our Google campaigns, so there is reason to be optimistic. Lastly, the performance of Bing mobile varies by client and campaign, but there are instances where it is superior to that of the desktop campaign. So, for some clients, we’ve been able to boost mobile bid adjustments for the campaigns that perform better on those devices.

In the meantime, we will continue to optimize our clients’ campaigns and shift funds as needed to achieve the best possible paid search performance. Our clients have aggressive marketing objectives they need to achieve. While diversification is important, campaign optimization decisions always come down to performance. Without exception, we keep what is working and omit what is not.

If you’d like someone to take a fresh look at your paid search campaign to see how you can boost performance, email marketing@thedmsgrp.com for a free audit.

Previous Article
Google’s Local 3-Pack Changes Are Here
Google’s Local 3-Pack Changes Are Here

Perspectives from DMS Digital Agency SEO and paid search experts on the Google Local 3-Pack and location ex...

Next Article
In Paid Search, Never Say “Good Enough”
In Paid Search, Never Say “Good Enough”

Good enough never is. If you’re the DMS Digital Agency paid search team, you always plan to surpass the pri...

×

Subscribe to DMS Insights

Thank you!
Error - something went wrong!