Should I include Bing/Yahoo in my PPC budget?

Why Bother with Bing/Yahoo? - Consider testing ads with Bing. Even though the traffic is light, it’s worth running. You will need to allocate a budget.

It is not recommended to use shopping ads on Bing for e-commerce.

30% of all search traffic happens on these search engines.

The average Google user clicks on 4.3 ads, and the average Bing user clicks on 2.5. Half as clicky, so half as many competitors.

Audience tends to be older and more affluent. (Tend to be an older demographic because it is the default internet search engine pre-installed on Microsoft computers, and some people never change it.)