More To Clicks Than Just Google

Two things that used to surprise me, but no longer do, about business owners and pay-per-click campaigns. The first is that some will say "most people don't click on the ads". Duh, it's pay-per-click,  you only pay for the ones who do. The other is that so many business owners completely ignore Bing, and Yahoo which partnered with Bing on search results starting in 2009.

Sure Google has the lion's share of the search and ad markets but keyword prices are decided by an ongoing electronic auction and Bing's cost less.

According to David Pann, the General Manager for the Search Network at Microsoft.

"Yahoo! Bing Network reaches 151 million searchers in the U.S. who are likely to spend 24% more than the average searcher, and likely to spend 5% more than Google searchers in the U.S."

Depending on where you live and the business you're in, you may need Google to generate your desired amount of traffic. But if yours is a small business whose budget can't buy many of the clicks available on Google anyway, it would make sense to run a Bing Ads campaign. For the same money, you could generate a lot more clicks.

It depends on the size of your business, your ad budget and your traffic requirements but for a lot of small businesses, skipping Google and running a Bing Ad campaign could make a lot of sense.