There’s a lot of competition on Google Adwords (and Google search in general), and for good reason. Google is indisputably the top search engine used by searchers and advertisers alike. But smart marketers know that it’s not the be-all-and end-all of search.
Though not often given its dues, Bing is another search engine that can net great results for marketers using it effectively. Bing has 21.6% of U.S. search market share, and this share is growing faster than Google’s, which is actually dropping.
Of course, gains from pay-per-click (PPC) and search engine optimization (SEO) efforts on Bing are situational. Let’s take a deeper look at why you shouldn’t ignore Bing depending on your business and its relevance to the type of traffic Bing can bring you.
Bing Caters to Specific Demographics
When deciding whether or not to incorporate Bing into your search strategy or paid ads strategy, it’s important to take note of the specific type of people who use the search engine and whether or not they fit into your existing personas.
Using Bing’s own advertising data (up to date as of June 2016), the following overall assumptions can be made about Bing’s search audience:
- Almost even split between males (49%) and females (51%).
- Over one-half are married or are living with a domestic partner.
- One-fifth live in the U.S. South Atlantic.
- Skews older: 40% are between 35 to 54 years of age.
- One-third has a household income of $100,000 or more.
- One-third graduated from college; one-fifth attended or graduated from graduate school.
You won’t reach everyone by focusing on Bing, but that’s OK. It’s interesting to note that Bing reaches 59 million searchers that are not currently reached on Google.
In general, Bing searchers are older, more affluent, and better educated than the average American. Are those the type of people you’re interested in reaching?
Bing Runs Spotlight Search on iOS
Perhaps due to longtime contentions between Google and Apple (remember when Apple removed Google Maps from their App Store?), Bing is the default search engine for iOS Spotlight Search. If you’re not already aware, iOS Spotlight Search is Apple’s on-device search that also makes website recommendations based on inputted queries.
Being a prioritized search engine on one of the world’s most popular smartphones is a good place to be. Marketers who optimize content accordingly will realize additional gains with SEO efforts.
Bing Has Cheaper Ads
Because Bing is so often ignored by marketers, there’s significantly less competition when bidding on certain keywords. Although results vary depending on the particular keyword in question, data show that Bing is the best deal in paid search, with a significantly lower cost per click. Besides price, Bing also offers a lot more transparency and flexibility with regards to ad creation. To see how goal conversions stack up, replicate targeting parameters and keywords across Google Adwords and Bing.
Ignoring Bing means missing out on potential high-quality searchers and conversions. Will you start making Bing part of the consideration for your paid ads and SEO efforts?