Google may still account for most online searches, but don’t overlook Bing if you want to maximize results from your paid search program. According to a recent survey cited in Internet Retailer magazine, ROI for ads placed on Bing (Microsoft adCenter) was up 10% first quarter 2011 vs. first quarter 2010. During the same period, the ROI on Google AdWords decreased 12%, according to those surveyed.
Bing is slowly gaining traction, and some feel that it’s more conducive to shopping than Google. If so, it may deliver a more qualified audience to pay-per-click advertisers looking for the biggest bang for their buck. Don’t make the mistake of considering it too small a factor to bother with. Ignore it, and you’re leaving money on the table.