I was recently forwarded an article about the difference in paid search click-throughs on Google and those of Microsoft's Bing. The highlight: sponsored links attract about 80 percent more attention on Bing than they do on Google. And Microsoft search ads got 170 percent better click-through in June 2009 than they did in June 2008. The study and article talk about a number of reasons this might be the case.
But if we step back, we can look at this in a few different ways:
A great opportunity exists to understand that traffic. As someone within you organization responsible for the Web channel, hopefully you aren't over-focused on your click-throughs from campaigns or the raw number of people sent through. Instead, you should be more focused on traffic quality.
Dig in. Take time to understand what is happening and the potential opportunities to leverage the differences and possible changing trends. How can you take advantage of this shift? Are you looking at the difference in how people convert or behave on your site based on whether they come from organic or paid and from Google or Bing? Are you tailoring your messaging based on what you learn? These are all questions you should be asking yourself regardless of whether you think the difference between Bing and Google is just a short-term shift or a long-term trend.
Don't let yourself get caught focusing on just the click-throughs or assuming that all search traffic behaves the same on your site and that you can treat it the same. Look for ways to adjust, improve, and target messaging to lift the conversion of the traffic coming from those click throughs.
Shoot me a note or make a comment below about the differences you see between the traffic coming from Google and that from Bing, or how you're targeting your site messaging and experiences to those different audiences.
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As president of the Americas regions for the digital agency POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. Jason has 20-plus years experience in digital strategy. He is a long-time advocate of using data to inform digital strategies to help clients attract, convert, and retain customers. Jason supports our clients and employees in driving new engagements and delivering great work that works.
Jason speaks frequently about helping marketers take advantage of data to make smarter business decisions and improve the success of their organizations. He is the co-author of Actionable Web Analytics: Using Data to Make Smart Business Decisions.
Follow him on Twitter @JasonBurby.
March 19, 2014