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Digital Marketing - Study Notes:

Bing Ads

You can also target other customers using other engines.

Bing ads will get you on to search on any of the Microsoft products and onto Yahoo! because they’ve got a search agreement. Including Bing ads in your media plan, it’ll drive incremental revenue. Generally, they have between 6 and 10% of market share.

You’ll probably get a lower cost per conversion, but you won’t get scale. So you’ll get some incremental efficiencies and access to a new market by including Bing in your media plan. So it’s an important consideration to be not so reliant on one particular search engine and broaden out where you can.

Bing also has shopping campaigns. In fact, because Google has set the standard for what search is, Bing has pretty much copied all of that so everything you’ve done on Google you can do on Bing. The only consideration is it’s a non-Google product so it won’t directly integrate with Google Analytics. You can use the automated UTM tracking builder within Bing. You just tick a box and Bing will do the Google readable tracking for you, or you can use what’s called URL Builder to do that.

Yahoo! Gemini

Yahoo! Gemini is for mobile traffic on the Yahoo! network and native ads within the Yahoo! network.

Bing ads serves PPC ads on both Yahoo! and Bing. But it doesn’t work as well on mobile on Yahoo!, so you use Yahoo! Gemini. It’s quite small scale unless you’re operating within the United States, because that’s the market where Yahoo! is still a significant market scale and the market is big enough to warrant diving into Yahoo! Gemini or the United Kingdom or something like that.

You really need to focus in on big markets because within any kind of smaller markets, you’ll have a lot of time investments into driving the Yahoo! Gemini campaign, whereas you may not get the return for that investment simply because the markets so small and their market share within a small market is even smaller. So Bing is a much more effective way of getting yourself onto Yahoo! and Bing because it pushes out both. But if you want mobile-specific stuff on Yahoo!, you have to use Gemini.

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Cathal Melinn

Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition.  Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Paid Search
    Cathal Melinn
    Skills Expert

    This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.