Let me tell you a little story about a friend …
At SiteKitty, we don’t so much have a preference for Google as much as we have clients that experience more success with AdWords. It’s basically just the industry standard when it comes to PPC advertising. We use it because most of our clients want us to use it. Our clients make money there. It’s not complicated.
Bing/Yahoo has tried really hard to play nicer with Google AdWords over the years since AdWords is the industry leader. Obviously their hope was that by combining Bing and Yahoo PPC management platforms into one solid engine, they’d be able to compete with Google. Unfortunately for them, that hasn’t been the case.
And this week, a colleague experienced something that speaks to why Google is still dominating the industry.
Does Google want your money? Yes. Will Google sometimes do unscrupulous things to get that cash? Yes. In fact, if you recall, we addressed some of the unscrupulous practices last week. And who can really blame them – they’re a company, right? They have to make money, just like any other company.
But one thing you can say for Google, no matter your opinion on them, is this: over the years, they’ve found ways to make the interface much more intuitive and much more engineered toward the way users think and search. User-friendly is pretty much their game.
And that goes for advertisers as well. Google encourages you to have a better website by putting quality score metrics in place. They encourage you to make your ads more relevant to customers by rewarding you with lower click prices when you do so.
So let’s get to the point: our colleague runs a specific type of training company. For the sake of anonymity, we will call his company Advanced Training. A generic name, right?
For several years now, this colleague has bid on his company name as one word in Google: AdvancedTraining. That’s the keyword.
He ported his successful AdWords campaign over to Bing/Yahoo about a month ago, hoping for some success. As we discourage you from doing, he unfortunately practiced the “set it and forget it” campaign methodology – leading to guess what.
A $2500 + bill. In Bing/Yahoo.
Don't Let Bing Waste $2500 of Your Cash.
Bing/Yahoo was running AdvancedTraining as TWO SEPARATE BROAD MATCH KEYWORDS. Even though the full query was broad match, Bing/Yahoo was actually separating both keywords and treating them as individual broad match keywords.
So before you trust that things will run the same way in Bing/Yahoo that they always have in Google AdWords, take heed: Bing/Yahoo wants to spend your money, and they might just broad match you when don’t intend a keyword combination to work on its own.
So lessons learned here: you absolutely have to watch your keywords. There are no shortcuts. There are no substitutions for paying attention to where money is being spent in your account and how to fix any outstanding issues. The moral of the story is, pay attention. If you don’t, you may find yourself spending a ton of money you could’ve saved just by regularly checking in.