Bing Is for Clickers
ADOTAS – Although Google certainly has the lion’s share of searches, rival Bing has a growing advantage in a category close to advertiser’s hearts: click-through rate.
As recorded by search advertising network Chitka, Bing’s CTR sits at 1.74% versus Google’s 0.98%, about 75% higher. In July Chitka reported that Bing’s CTR was 50% higher than Google’s.
However, according to Chitka, Bing’s share of search traffic dipped from 8% to 5.75% over that time period (even though comScore had it on the rise, nearing 10% in October). Also, AOL’s CTR was 2.5% and Ask.com’s marked 1.78% — both received less than 2% of search traffic.
So while all three of these have decidedly lower clicks and impressions than Google, their CTRs are far better. Does that mean their search marketers know their (generally limited) pool of users better?
Or, as TechCrunch’s Erick Schonfeld so delicately puts it, “Is a group’s propensity to click on ads inversely related to its tech savvyness?”
Reader Comments.
o happy daaaaaay
The difference in click-thru rate might be based on two factors:
1- Google makes it easy for do-it-yourselfers to set up their own search campaigns. This means less sophisticated advertisers and less compelling copy.
2- Google has more advertisers, which may dilute response on a per advertiser basis.
Naturally these are very questionable results; perhaps the CTR is lower on Google because more beginners are using it.
An alternative explanation, close to heresy I admit, is that Bing could be a better search engine. But no! Surely nothing will ever change! Surely Google will dominate search forever? How could such a dominating position ever fade? Hmm… Yahoo, Lycos, Alta Vista, Netscape – no lessons in any of those I suppose…
That’s a notable difference between Chitika’s and comScore’s measurements. With the former having Bing at 5.75% and the latter having Bing at 9.9%, that’s a ratio flirting with 2:1 proportions. Yeah, I think it’s safe to label that as statistically significant. It’s also a major clue that one of the two surveys is flawed enough to make all of the results unreliable.
Cynical Marketer, you’ve got a point, but we (Chitika) and ComScore measure different things. Whereas ComScore is measuring the number of searches executed by the various engines, we measure the traffic that those searches generate. If someone performs a search and doesn’t end up clicking through on an organic result, we don’t record it as a search, but ComScore does.
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