According to Hitwise, in October 2010, Google took 72.2% of all US searches. Because of Google’s dominance, many Colorado Springs pay per click advertising practitioners simply place their ads on Google and call it a day. Well, that is a mistake.
Yahoo and Bing command a combined share of about 24% of all the searches, and have relatively less competition for advertising. Given the bid-pricing model of all three engines, you may be able to get the same keyword in a higher position on Yahoo or Bing than you could on Google for less money.
In addition, Yahoo and Bing tend to skew to different demographics than Google. In general, yahoo and Bing have an older demographic skew, which may be a better fit with your target audience.
Just like picking too few keywords, using just one engine simply limits your ability to find the lowest cost way to generate leads for your business. There is simply no way of predicting which keyword-engine combinations will deliver the lowest cost per lead.
Best practices in the PPC advertising business is like creating a sculpture from a block of stone. You start with all major engines and large lists of keywords and then chip away the non-converting key words that cost a lot, but produce only a little, until you optimize your budget – and turn that block of stone into a beautiful statue.
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