Why Bing (and the New Yahoo Gemini) Matters for Your Industrial Marketing Strategy

For manufacturing marketers, paid media can be confusing and overwhelming. In fact, 32% of manufacturing marketers are not investing in paid advertising even though 52% believe it is an effective marketing channel (2015 CMI Manufacturing Marketing Report).

In this digital day and age, best practices are constantly evolving and changing.  Adding to that complexity is the new release of the Yahoo Bing search deal—which can make your head spin.  If Bing was or is currently a part of your industrial marketing strategy, you’ll want to keep these few points in mind.

The Bing Yahoo deal all started when Yahoo began making its own mobile ads through Gemini last year.

Their new self-serve web based interface, Gemini, started as a place where marketers can buy ads that will run on mobile Yahoo properties as well as other websites and mobile apps.  This was their first approach to branching off and creating their own identity in the search space.

This year, Yahoo and Bing announced an additional new deal which allowed Yahoo to also serve up to 49% of desktop search ads through their Gemini system in addition to their current mobile platform.

Under the new deal, 51% of desktop search traffic has to carry Bing ads.  The rest can carry ads however Yahoo likes – either from its own Gemini system or other partners.

This means that Yahoo is slowly separating itself from the Bing networks and will eventually be managing 100% of desktop search ads through their own Yahoo platforms.   Advertisers will able to interact with the Gemini interface and buy native and video ads across Yahoo properties and thousands of other sites and mobile aps (the same easy way they purchase ads on Google).

So, what does this mean to manufacturing marketers that have been advertising with Bing and Yahoo Gemini? 

For now, things remain pretty status quo as the traffic transitions.  If you have Yahoo Gemini already, you may start to notice an increase in Gemini searches and clicks and desktop traffic is slowly transitioning to Gemini.  If you don’t have Gemini but want to get in on the Yahoo traffic, you will need to set up a Yahoo Gemini account.  If you haven’t set up a Gemini account, you will not receive Yahoo traffic on the Gemini platform until you do so.

If Bing wasn’t a part of your industrial marketing strategy before, you may want to consider it now. 

ComScore just released a stat which announced that Bing has surpassed 20% market share on PCs in the United States and this is just expected to grow further. Bing has the advantage of being the default browser on Microsoft PCs, which helps it gain exposure to older users who don’t know how (or don’t care) to change their browser to Google or Yahoo.  This means that Bing is able to capture a larger, older demographic which could very well be a big part of your manufacturing target audience.

Bing users demographically fall around the age of 35+ and are also typically less technologically savvy and more blue collar oriented.  In addition, Bing’s integration into Windows 10 will further grow the volume of queries being served by Bing.  Given that traffic in Bing is less expensive and less competitive as well as possibly more popular with your target audience, it’s worthwhile to consider an investment in paid advertising here.

With these thoughts in mind, it may be time to revisit your industrial marketing strategy and consider integrating Bing and/or Yahoo Gemini into part of the mix.

Starting to rethink your paid advertising priorities? Read The MFG Standard, a manufacturing marketing publication that covers hot button paid advertising topics such as the importance of mobile friendly ads and why Google Sponsored Promotion just might be the future of manufacturing marketing.

Industrial Marketing Strategy


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