If you are a PPC advertiser or have thought about advertising, you might be wondering whether your ads are better served running on Google or Bing. Well after a recent study from research firm User Centric we now know!
According to the eye tracking study, people who search on Google spend more time looking at the top 3 sponsored ads above the organic results than on Bing.
Those who partook in the study spent 22% more time looking at Google’s ads (2.8 seconds) as opposed to Bing’s (1.9 seconds). What we found interesting is that about 90 percent of the participants viewed the paid ads on both search engines. Of what contributed to Google winning this study, User Centric believes having two lines of descriptive text (vs. one on Bing) plus the Google Checkout button were contributing factors to the higher number for Google here.
While we believe that is absolutely a huge factor we also think the fact that Google has been coming up with ways to specifically get more traffic to their paid ads via sitelinks and longer ad titles attributed to the longer view times as well.
