Because it is a challenge to effectively scale Bing, Google has always made up the majority of our paid search spend. But although Bing volume was a fraction of what Google provided, it historically converted well. Google conversion metrics were typically higher at an aggregate level, but the Bing performance was comparable for some clients.
Recently, we’ve seen a dramatic downward shift in Bing’s performance, resulting in significant gaps between the conversion rates of Google and Bing. With costs per acquisition (CPA) up to four times greater for Bing campaigns, the lower costs per click (CPCs) and costs per lead (CPLs) of Bing are no longer a selling point.
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