Google results for May

comScore and Hitwise differ

Hitwise’s latest results show that Google accounted for 87.3% of UK search engine results in May whereas comScore only reported 74.4% in April. Although both results are garnered from quantitative research it still illustrates the importance of putting Google at the top of any Search engine strategy.

Having said that you must never forget the smaller search engines when putting an SEM plan together. You must consider the user profile of say an average Yahoo user against an average Google user (within your industry). If this profile is similar to the cross section your are looking to target then Yahoo’s 4% of market share may become very important to your campaign.

It is also worth considering Live Search and Yahoo! if your keywords are too expansive through the Google adwords PPC service. It might be the case that the although the search volumes are lower, the cost per click on the smaller search engines may also be lower. If your competition are using Google adwords but not Yahoo search and Microsoft adCenter then this maybe a competitive advantage you can leverage.

Sources: comScore, Hitwise, 4Ps: Marketing

Author: 4Ps Marketing London

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