Microsoft: 51 Million Out Of 159 Million Yahoo Bing Network Searchers Don’t Use GoogleBy: Chris Crum - July 16, 2013
Microsoft put out some stats today about Bing Ads and the Yahoo Bing Network worth taking a look at. For starters, the network currently has 159 million unique searchers. 51 million of these do not use Google, according to the company.
Microsoft Advertising Search Group GM David Pann says these numbers have increased 4.5% and 11% respectively since last fall. The network is currently active in 25 international markets, and aims to be active in 50 by the end of the year.
Pann says click volume has increased 25% over the last year, and that during that time Bing Ads have received over 1,000 platform features and improvements.
“Bing Ad innovations such as Local Ad Extensions (35% improvement in click-through rate, or CTR) and SiteLink Extensions (25% lift in CTR) are bringing more consumers to our site, and keeping them there,” says Pann. “Today we have 60% more premium and small-to-medium sized businesses running campaigns on our platform than one year ago.”
Earlier this year, Yahoo CEO Marissa Mayer expressed discontent with the famous Yahoo Microsoft search and advertising deal. She said at a Goldman Sachs conference that they needed to see monetization working better. The future of the partnership has been the subject of much speculation, but Pann indicates there is plenty of optimism.
“The other thing that is top of mind for me – and is often times Topic #1 for financial analysts and industry pundits – is the primary metric by which we judge our performance, and that is Revenue Per Thousand Searches, or RPS for short. RPS is based on the simple law of supply and demand,” Pann says. ” The better our network performs, the greater is the number of consumers who will seek it out. This, in turn, creates more value for advertisers, and hence creates more incentive for them to spend money with us; a truly virtuous cycle.”
He says he’s unable to disclose specifics, but that they’re experiencing double-digit year-over-year percentage growth in RPS, and that RPS has never been higher (either before or since the Yahoo partnership).
Yahoo will report its quarterly earnings later this afternoon.