Should I Advertise on Microsoft adCenter?

Google is the 800 lb. gorilla of search. It’s okay. You can admit it. Actually, you probably already have admitted it if you’re doing PPC advertising through Google AdWords. For a client looking to begin their PPC efforts I myself even recommend they start with AdWords. It has the best interface, the best reporting and the best management tools. Add in the fact that it gives you access to approximately 2/3 of available search queries and you have a great place to start. But should you advertise through the adCenter platform too?

It Depends…But You Should Definitely Consider It

I know that you probably hear a lot of experts and gurus tell you that “it depends” when you ask a tough question, but it really does. Different customer bases, different companies and different industries mean that each situation is unique. But I’m not going to leave you hanging. Here are the things you should consider:

  • Microsoft powers search results for approximately 30% of web searches in the US – Seems small doesn’t it? Not even half of what Google controls. But that 30% represents billions of searches. 5.2 billion searches according to January 2012 comScore data. Do you want to reach these people?
  • Who’s using Bing and Yahoo? – This is an important question. Bing has a lot of search deals (Twitter, Facebook, Firefox) Do you want to reach people in these places?
  • Your competition may not be there – Go run a search on a few of your keywords on Google and then on Bing (or Yahoo). Compare who’s advertising on each. You may find that fewer of your competitors are there. Does that sound like a good place to be?

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