A new report released by the ad network Chikita, analyses traffic and click-through rates of the major search engines.
Chitika looked through 32 million ad impressions across its 50,000 strong network during a week in July to generate its findings, which has raised some eyebrows and caused a lot of discussion in the search community.
| impressions | clicks | CTR | % more clicks (Bing) | |
| 26,929,367 | 260,518 | 0.97% | 55.11% | |
| yahoo | 3,157,648 | 39,008 | 1.24% | 21.47% |
| bing | 2,236,366 | 33,558 | 1.50% | |
| total | 32,323,381 | 333,084 | 1.03% |
So does this mean you should drop what you’re doing with Google and move all your PPC over to Bing because users are 55% more likely to click through to your site? I don’t think so. The main reason being that Google still provides 65% of search traffic – I would take 0.97% of 26,929,367 over 1.50% of 2,236,366 any day. (I love statistics)
There have been a lot of theories flying round as to why Bing’s click through rate is so much greater including:
Type of User
Are Bing users more trusting that Google and Yahoo users? Considering Microsoft’s $100 million ad campaign to win users, it makes sense that Bing would attract consumers susceptible to advertising. It also makes sense that the users coming to Bing from a display ad elsewhere would also be more susceptible to paid ad’s on their search engine of choice. However this then raises the question of how they are going to continue to grow their user base when the initial advertising budget goes away? Remember ASK anyone?
Law of Large Numbers
One idea that’s been put forward as a possible explanation is the law of large numbers – although I think people quoting this don’t really understand the meaning of the theory – this suggests that because more people use Google it causes fewer of them to click through to ads – which is simply not true (nor an accurate portrayal of the law of large numbers BTW).
I think it’s more to do with the quality of the organic search results returned by Bing.
To me it suggests that Bing users who navigate to pages returned in Bing’s organic search results, navigate away from the pages that Bing has identified as being “most relevant” by clicking on ads for other websites once the destination page is reached.
This suggests the page the the user clicked on, was not what they were looking for, ergo Bing’s organic search results are not as relevant as Google’s.
What do you think?
I have noticed that over the course of building a relationship with real estate entrepreneurs, you’ll be able to get them to understand that, in each and every real estate financial transaction, a commission is paid. Ultimately, FSBO sellers tend not to “save” the percentage. Rather, they struggle to win the commission by way of doing a agent’s work. In the process, they expend their money in addition to time to accomplish, as best they might, the responsibilities of an broker. Those responsibilities include uncovering the home by way of marketing, introducing the home to all buyers, creating a sense of buyer urgency in order to induce an offer, preparing home inspections, taking on qualification checks with the financial institution, supervising maintenance tasks, and aiding the closing of the deal.