Three Reasons Why You Can’t Ignore Advertising on Bing
It is easy to assume Google dominates search, and rightly so. In 2018, Google Search made up more than 90% of all worldwide searches. Looking at those figures, why would any business invest in advertising in Bing Ads? Below are a few compelling reasons why advertising on Bing should be part of your inbound marketing strategy to maximize your business’s online visibility.
Look at these stats from Microsoft in 2018 for all industries searched:
- The Bing Network audience spent 36% more online when shopping from their desktop computers than average internet searchers.
- 137 million unique users searched on Bing.
- There were 6 billion monthly searches on desktop.
- Bing owns 34.7% of the desktop search market in the US.
- Bing focuses on desktop users who are older and have more wealth and buying power. If you are a distributor or manufacturer of industrial products, Bing might be a good fit for you. If you are selling the latest electronic gadgets with a short shelf life, Google may be more effective. You simply need to understand your target audience, demographic, and user behavior.
- Bing Ads are cheaper. The average cost-per-click on Bing Ads can be up to 70% lower than AdWords. Noting this significant cost differential, consider the audience size of Bing and the cost to market your products in that channel. Selling and promoting your products and services using Bing could have an effective reach at an economical price.
- There is simply less competition for visibility on Bing. With Google owning the majority of search inquiries, it is much harder to stand out among the competition. Microsoft states that ignoring Bing for paid search is alienating over 60 million users per month that Google does not reach. You are not only ignoring Bing but also Yahoo and AOL. All three search engines are owned by Microsoft. What if you could capture that traffic without competing against dozens of advertisers?
Ignoring Bing in the US is tantamount to ignoring 34% of the search market. It’s important you do your homework on your target users’ search behavior and determine whether you would gain more reach using Bing for paid search. X-Factor Web Marketing can help you determine if your business is right for advertising on Bing. We can also help you design a paid search program for both Bing Ads and Google Adwords that will provide measurable results.
