The latest Internet Retail survey suggested that a significant number of internet retailers are transferring some of their marketing investment from Google to Bing. While Google remains the king of search, a total of two-thirds of the survey respondents say they will move some of their budget to Bing and about 16% of them are actually willing to spend more than 20%.
These results don’t mean internet retailers prefer Bing over Google. The disparity between ad spend on Google and Bing is just as disproportionate as the difference in their market share. Rather, they see its potential as a search engine. The ROI of the ads with Bing increased 10% year over year during the first quarter, while the ROI of Google's ads decreased by 12%. In addition, Bing’s conversion rates are actually higher.
So while Google should still command the majority of your marketing investment, as Jake Fenske, director of new media for movie retailer Redbox said,“If you are not looking at Bing, you are leaving money on the table.”
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