Even though the study was sponsored by Bing Ads it actually has some valid truth to it. Obviously Google gets over 70 of the search traffic BUT that also brings with it a much higher CPC for the same keywords. We run both Adwords and Bing campaigns simultaneously.
Looking at the last 24 hours we received 23 clicks through Bing at 2% CTR. Average CPC only 0.25! AdWords we received 8 clicks at 0.10 CTR and Average CPC of $1.74.
We obviously get a lot more impressions on Google but our CTR is exponentially higher on Bing and our CPC is a fraction of Google. We recently finished a single day campaign running ads aimed at those interested in information about Principal Reduction Loan Modifications. Both campaigns used the same keywords, demographics and start/stop times.
Google:
22 Clicks, 34,963 impressions, 0.06 CTR, CPC $2.46, Cost $54.17, Average position 3
Bing:
33 Clicks, 1815 impressions, 1.82 CTR, CPC 0.05, Cost $1.65, Average position 7
So yes we paid a tiny fraction of what Google costs for more clicks in the same time period. Less exposure/impressions but drastically higher CTR. It is also interesting to note that we placed much higher in the Google results but had far worse CTR. We were much lower on Bing but CTR was outstanding. Something about the way Bing results are presented and the way Bing users view/decide on those results.
Thoughts/feedback?