November 25, 2009, 12:00 AM

Bing is getting retail marketers’ attention

Retailers have spent 47% more on search ads on Bing in the first half of the fourth quarter of 2009 than during the same period in 2008, with Bing now accounting for 8% of all U.S. retailer search spend, according to a study by SearchIgnite.

Retailers have spent 47% more on search ads on Bing in the first half of the fourth quarter of 2009 than during the same period in 2008, with Bing now accounting for 8% of all U.S. retailer search spend, compared with only 6% in the first half of Q4 2008, new research shows.

Compared with Google and Yahoo, Bing also saw better year-over-year click volume growth. Average order values on Bing are 21% higher than across all search engines, which could account for the spend growth, according to a study by SearchIgnite, a paid search optimization company.

Despite retailers increased allocation of their paid search dollars to Bing, Google still captures the lion’s share of retail pay per click advertising with 75% of all spend in the first half of the fourth quarter, compared with only 16% on Yahoo and 8% on Bing, the study says.

Overall, U.S. search spend from existing retail marketers (“same retailer spend”) on Google, Yahoo and Bing is up 7% year over year, the study reports. On average, consumers are continuing to purchase online at a strong rate this year, although they are spending less on average per transaction. In the first half of Q4, conversion rates were up 17% year over year.

The study tracked more than 41 million clicks on Google, Yahoo and Bing during the third and fourth quarters of 2007, 2008 and 2009 across retail marketers.

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