DuckDuckGo is definitely an independent internet search engine that gives web search engine results without tracking users behavior or search history (like The search engines do).
It’s a small internet search engine. They have a similar global marketshare as Google Sri Lanka.
But it is also quickly growing at +74% annually. Whenever a story arrives about Google’s data trove, “filter bubbles”, the NSA or online privacy – increasingly more users begin to change to DuckDuckGo.
So despite the fact that DuckDuckGo only has a little slice from the search market, it features a significant share among a certain slice of people – ie, tech-savvy individuals worried about their privacy.
In case your target customers squeeze into that bucket – how will you achieve them online?
This is where advertising on DuckDuckGo is available in. DuckDuckGo runs ppc ads just like Google, Bing & Yahoo. You take ads in line with the search query and pay if somebody clicks your ad.
Here’s how to setup your ads & things to bear in mind.
DuckDuckGo’s Audience & Factors
There’s a couple of items to bear in mind with DuckDuckGo before searching in the steps.
First, like Reddit users, DuckDuckGo users are cautious about ads. That does not mean they hate ads, but they’re using DuckDuckGo due to other advertisers’ inappropriate behavior. So focus on your messaging as well as your own website targeting settings.
Second, DuckDuckGo runs their ads with the Bing / Yahoo! Search Network. You will not have the ability to personalize or control around you’d inside a typical Pay per click campaign.
Third, since DuckDuckGo doesn’t have looking amount of Google, Bing or Yahoo! – it normally won’t possess the ad inventory either. DuckDuckGo is on the right track to obtain 2 billion searches this season. Google will get 3 billion searches each day (source). Your campaigns will require longer to check and also you won’t have the ability to “scale” it as being rapidly.
4th, you will not have just as much competition either. While Google has got the most volume, that’s also where most advertisers go. Since DuckDuckGo is hidden in Bing’s Search Network, you can aquire a small upper hands via obscurity.
Fifth, since DuckDuckGo campaigns run via Bing – they’re auto-tagged as Bing ads.
It’s important to setup your personal UTM parameters to understand how good the campaign does.
Establishing & Running DuckDuckGo Ads
First, mind to Bing Ads and hang your account.
Second, produce a new campaign. Make your ads and enter keywords. Make sure to tag your destination URLs so they don’t appear as CPC / Bing.
Third, set your ad distribution under Advanced Settings. Check Search Network and “Bing, America online and Yahoo! Syndicated Partners Only”. Uncheck the rest of the options.
4th, launch the campaign! Your ads will operate on DuckDuckGo….
…with one catch – your ad can also be running on almost every other search partner in Bing’s network.
So we’ll need to perform a little bit of account maintenance to market only on DuckDuckGo.
First, check up on your campaign when your ads have offered a couple of impressions – your exact timeline is determined by keywords and budget.
Second, visit the Dimensions tab in your Campaign Dashboard. Select “Publisher Website” to exhibit all of the search partners showing your ads.
Third, export that list and duplicate all of the URLs except DuckDuckGo.
4th, navigate for your Campaign settings. Open Exclusions under Advanced Settings. Paste your listing of URLs into that box and Save.
Fifth, monitor both website writer list as well as your ad performance.
As lengthy when you are excluding other publishers, you’ll be advertising only on DuckDuckGo.
My Results & Next Steps
My results with DuckDuckGo happen to be mixed. On a single hands, my cost-per-click generally is 10x less expensive than Google for target terms – $.41 per click versus. $4.93 per click.
That stated, I’m also coping with -80% less click volume. I am not sure it justifies time and maintenance, especially since i have do not have lengthy-running campaigns that might be good candidates.
For those who have a substantial purchase of consistent PPC campaigns along with a customer segment with privacy concerns – then DuckDuckGo will probably be worth an evaluation.
See your Bing campaigns (or AdWords campaigns) then copy them right into a separate Search Partner test campaign. Look into the messaging and URL tagging. Watch the outcomes and adjust on performance.
If you’ve had any successes w/ DuckDuckGo – tell me via Twitter!
The publish How You Can Advertise On DuckDuckGo for Bonus PPC Wins made an appearance first on ShivarWeb.