Which search engine converts the best?
We all know Google gets the majority of searches on the internet (approx 65%), so obviously the big money is with Adwords, but is it necessarily the best “quality” of traffic?
Numerous studies have shown that NO, Google infact has the lowest conversion rate out of the Big 3. This is large inpart that Google has the youngest audience. As we all know, the younger audience are less likely to have the money (or even a credit card) to buy things online.
So what search engine converts the best then? The answer is MSN/Bing hands down. The ROI I’ve traditionally received from MSN is actually surreal. The traffic isnt even 1/3rd of the traffic that exists with Google, but the audience is substantially older. My assumption is that this is large in part because most of the older generation are less tech savvy than the Google crowd. Because of this, they are more likely to use Internet Explorer as their main browser, and the default home page for IE happens to be MSN.com.
To further backup my argument, one of the best case studies I found out there was a series of posts wrote by a WickedFire member:
Case 1:
Case 2:
The smaller traffic makes it harder to get burned and newbies have their best chance at converting with MSN. Once you have developed a solid campaign and provided it could succeed on MSN, then you can scale up with Google.
-RB
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