Four recent independent reports show continued strong metrics for adCenter campaigns, and the search marketing industry at large
Search Alliance partnersAdvertisers are continuing to realize the benefits of the Yahoo!-Microsoft Search Alliance, according to recently released studies from Efficient Frontier, Marin Software, Rimm-Kaufman Group (RKG) and Ignition One. Each of the research reports looked at the combined performance and trends for the search adverting accounts they managed during Q4 2011.
All four companies reported increases in spend on Yahoo! Search and Bing for their advertisers, as well as improved CTR, ROI, RPC and/or ROAS. This shift in budget allocation is due in part to a growing number of more robust and better performing adCenter campaigns, as compared to the other platforms.
Here are a few highlights from the reports. Click the links to access the full reports:
- "On a year over year basis, our customers realized a 44% higher click volume combined [on Yahoo! Search and Bing]" — Marin U.S. Online Advertising Report, October — December 2011
- "Yahoo! Search and Bing clicks are 14% more valuable than Google, while also having 9% more ROI than Google" — Efficient Frontier, Global Q4 2011 Digital Marketing Performance Report
- "ROAS on Yahoo! Search and Bing was up 9.8% Y/Y in Q4…" — RKG Digital Marketing Report, Q4 2011
- "Yahoo! Search and Bing spend growth topped Google in the last two months of the year" — Ignition One Global Online Advertising Report, Q4 2011
How do these trends compare with what you're seeing? To expand or optimize your search marketing campaigns, please contact your Yahoo! account manager.
Or if you're new to search marketing, visit Yahoo! Advertising Solutions for information on opening an adCenter account, and for other search insights and info.
--- The Team