We're often asked by smaller business's whether or not they should be advertising on the Yahoo and Bing PPC platforms alongside Google. Our standard answer for some time has been that yes, both these networks historically have offered higher conversion data than Google. However, the extra administration time and costs of running ads across three networks make outweigh any conversions you may receive.
This advice is changing though, with the news that the Microsoft (Bing) and Yahoo merger has been given the go ahead.
http://www.telegraph.co.uk/technology/microsoft/7266252/Microsoft-and-Yahoo-search-deal-given-green-light.html
With the likelyhood being that conversion stats will remain higher than the Google platform, at least in the short term, the reduced administration cost of running over two rather than three platforms now make it worthwhile for small business to start planning a Bing/Yahoo Paid Search strategy in our opinion.
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