Do you prefer using Google or Yahoo for your online searches? If you’re like the majority of Americans, you would most likely say Google. That’s why, back in December of 2014, many people who used Mozilla’s Firefox web browser were complaining that their default search engine switched to Yahoo. Although Firefox users can easily change their default search engine back to Google, the deal between Yahoo and Mozilla has had a significant impact on search advertising in quarter one of this year.
Firefox’s Impact on Bing Ads
Since Yahoo’s Firefox deal, 2% of the U.S. search share has shifted from Google to Yahoo. The click rate for Yahoo/Bing Ads has increased by 10%, and its average cost-per-click (CPC) has decreased by 2%. Therefore, advertisers are taking advantage of this improvement in performance, and ad spend on Bing Ads has grown by 49%. Bing Ads has also experienced growth in the percentage of paid ad clicks from mobile devices. In quarter one of 2015, 34% of Bing Ad clicks were from smart phones or tablets.
Potential for Greater Impact on Bing Ads
Apparently, there is now a battle over the Safari web browser’s default search engine. Whichever provider takes claim over Safari’s default search engine will most likely come out on top in 2015 because Safari users (from desktops, iPhones and iPads) make up 37% of paid search clicks in the U.S. This poses four times as great of an impact than the Firefox change.
It’s amazing to see the impact a web browser’s default search engine has on search advertising performance. We’re guessing that’s one reason why Google created its own web browser, Google Chrome.
Contact GREENCREST about advertising on Bing Ads or Google AdWords.
We want to know! Do you use the default search engine in your web browser, or do you change your default to a particular search engine provider? Let us know in the comments below!