Yahoo will soon release its earnings report for the third quarter. Microsoft is taking the opportunity to provide an update on what’s happening with the Yahoo Bing Network.
David Pann, general manager of the Microsoft Advertising Search Group, has written a blog post discussing recent features they’ve added to Bing Ads, performance updates and research from RKG.
As noted, they’ve recently launched better local extensions, call extensions, Bing Ads Express and compatibility with Enhanced Campaigns.
On a quarter-over-quarter basis, click-through-rates are up 6.8 percent, while cost-per-acquisition is down 13 percent, according to Pann.
The aforementioned RKG research finds that advertiser spend on the Yahoo Bing Network continues to grow compared to Google. It’s up 39% year-over-year, while Google is up 18%.
Pann writes, “A lot of that is driven by non-brand click growth, which is up 45 percent on Bing Ads due to investments in our marketplace algorithms. In addition, CPCs fell 2 percent overall as Bing Ads continues to drive improvements that benefit our advertisers. The report says ‘advertiser ROI has improved on Bing Ads even as the platform has been able to deliver big traffic increases with better ad-matching technology.'”
Stay tuned for Yahoo’s numbers.