Search is Really Google’s Domain
But, Bing is also used by people. Really?
Yup, there’s a target audience, a human audience! So, let’s see how Bing, officially ‘Microsoft Bing’, did perform in 2022Q4? Ok, let’s go:
First, how does Microsoft Advertising make money with Bing? They either charge CPM ($ per 1000 impressions) or CPC ($ per click). So, it depends on your click-through-rate and price, or the price per click which media model is more attractive.
In addition to this, will Bing be still as attractive once you know how much fraud is involved? Let’s see how Bing performed in 2022Q4.
Bing (Microsoft Advertising)
● Click fraud: 20.97% (79.03% human), ranked at 37
● Conversion to lead: 5.56%
● Lead gen fraud: 3.36% (96.64% human), ranked at 25
The average fraud and median fraud% of its peer group are:
● Click fraud: 14.96% (avg), 12.52% (median)
● Lead fraud: 10.65% (avg), 1.96% (median)
In the previous quarter (2022Q3) the conversion of a click to a lead was 17.67%; This quarter that percentage is 5.56%. That’s quite a drop! That means the costs per lead have gone up more than 3 times, if the CPM or CPC price were the same.
The fraud% of generated leads is directly related to the pricing model. If you pay for clicks, or impressions, then that’s where the fraud happens. Hence, only ~3.3% lead generation fraud.
Based on our data without fraud detection and only looking at fraud your visitors would be ~27% more expensive [ 100 / (100 – 20.97) = ~27% ], and that’s ofcourse the low ballpark because of the conversion% and continuously optimization of Oxford Biochronometrics ’ SecureLead monitored campaigns.
Disclaimer:
These results are based on analysis of data collected on behalf of our clients. Other configurations and campaigns may produce different results based on a variety of factors, including, but not limited to different sample sizes, audience, vertical, targeted geo, seasonal effects. We therefore make no claims regarding the overall performance of any particular traffic source.
#leadgen #ecommerce #CAC #bing #microsoftbing #microsoftadvertising