Bing – Impressive Traffic, But Slow Advertiser Adoption

Posted by at 1:31 pm on July 14, 2009

AdGooroo a leading provider of online marketing competitive intelligence and keyword tools, released its latest quarterly Search Engine Advertiser Update. While Bing achieved impressive traffic growth in the second quarter, advertisers appear to be adopting Bing at a much slower pace, according to the report.

“We measured a 5.46 percent increase in first-page advertisers in May (just ahead of Bing’s release) but saw a 3.31 percent decrease in June,” said AdGooroo Founder and Chief Gooroo Rich Stokes. “The data also uncovered substantial decreases in ad coverage; so Bing is serving up significantly fewer first page ads than Live Search had served previously. This is great news for Bing users and advertisers since reduced ad coverage typically improves the user experience and indicates less competition for advertisers that decide to get in the game.”

The new report includes documentation of other trends that emerged during the second quarter; several full color charts that compare the second quarter and year ending June 2009 performance of Bing, Google and Yahoo!; and alphabetical listings of each of the three engines’ top 25 advertisers. The alphabetical lists of top advertisers contain some interesting and noteworthy newcomers. Google’s list of top second quarter advertisers, for example, included Bing.com. Newcomers on the Microsoft list of top advertisers include many well known brands that have embraced the engine early, perhaps hoping to capitalize on the substantial Microsoft advertising campaign currently supporting the Bing launch.

The report also covers year over year growth in advertiser base for each of the three engines. Although Microsoft generated an impressive 35 percent growth in its advertiser base year over year, Google won this battle by increasing its own base of advertisers, the largest by far among the three engines, by 52 percent. Yahoo! grew only 14 percent over the same time period.

Those interested in learning more can view and download a complimentary copy of the report, “Search Engine Advertising Update -“ Q209” in the AdGooroo Research Library.

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