jatiN mahindrA doT coM

It’s impossible to generalize all traffic from a certain pay per click network. What works great for one campaign can be horrible for another.  Even with the same niche, one person could have great success while another totally fails.

That being said, all you can really do is look at real data gathered from certain tests to make the best determination possible.  So here is one case study of nearly identical campaigns running on the big 3 PPC networks.

The campaign is for a company in the travel industry and has been running for 6 months with good volume so the data is statistically valid.  It’s a relatively simple campaign going after mostly short tail keywords.  About 15 adgroups with 10 keywords each.  The landing pages and conversion processes are exactly the same for all.

For this particular niche, Yahoo has been out-converting the other networks.  It was 14.8% higher than Bing, and 60% higher than Google.  It also has the lowest cost per conversion.   Google had the highest volume, followed by Yahoo and Bing.

As I said before, this is just one case study,  but I have seen similar results with other campaigns.   Sometimes Bing comes out higher, but either Bing or Yahoo will usually convert better than Google.

Are you seeing similar trends? Which of the big 3 convert best for your campaigns?

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