Initial Reports From the Binghoo SEM Front
ADOTAS – Though the official handover of Yahoo searches to Microsoft’s Bing happened recently, it’s not for another two weeks that all paid search ads appearing on Yahoo will be powered by Bing through Microsoft’s AdCenter servers. But that didn’t stop Performics from taking a look at how SEM is doing in the early days of the transition.
Dan Parks, senior analyst for data and analytics, reports that on Oct. 15 and 16 about 60% of Performics’ click traffic and 55%-60% of its spend were running through Microsoft AdCenter. Interestingly, Parks notes, “A lower amount of impression volume is running through AdCenter (approximately 40%), suggesting that Bing is maintaining relatively higher click-through rates when compared to Yahoo!, or that a stronger mix of brand terms have migrated first.”
However, Parks did record a slip in conversion rates over the past few days, but acknowledged that could be affected by seasonality or time of the week.
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