While Google has the
largest search market share in US and majority of other countries (with
exception of those like Russia, Japan, China, Korea), it is also the most
competitive marked for Paid Search Ads. Generally, CPCs for Bing Ads &
Yahoo Gemini are cheaper due to less advertiser bidding on the auction, however
the individual keyword search volumes are significantly lower and sometimes can
be less than 5% of same keyword volume on Google (% vary drastically depending
on the industry, different KW verticals, device types, and even Geo location).
Bing & Yahoo Search audiences are more mature, have a higher avg. income
and are ready to spend more money on certain types of products & services on
a more frequent basis. Most advertisers see lower avg. conversion rates for
Bing & Yahoo when compared to Google (for the same Keyword lists).
with lower CPCs, and enough effort invested in setup and optimizations those
platforms can drive additional conversion volume at the same cost per
conversion as Google AdWords and even cheaper in certain cases and for certain
keywords (depends on many factors). If you are spending more than $5-$10k/month
on paid Search in total, than Bing Ads and Yahoo Gemini (search ads) are
definitely worth giving a try.