For the last decade, Google Ad Words has comfortably dominated the paid search engine market, with the majority of people favouring Google as their chosen search engine. Bing (who?) has historically operated in Google’s shadow but we are going to explain to you today how this is all changing…
Bing Advertising has the potential to wield a far greater return on investment than Google Adwords.
Now don’t get the wrong idea here, we aren’t suggesting dropping your Google Ad campaigns – quite the opposite. We are just trying to help you see why you should be incorporating Bing into your marketing plan.
Bing has been very innovative in its attempts to grow market share (somewhat successfully I might add). For example #DidYouKnow that Bing is the default search engine for all Windows devices? This means Amazon Echo users, Siri, Xbox users, Cortana searches and all Windows mobile users will be making their searches on Bing. Now, could their recent success be partially down to the fact that users aren’t actually aware that they are using Bing when they are making these searches? Maybe. But even if this is the case, does that really matter? All you should care about is how many users are actually searching through Bing and how this can improve your bottom line.
So latest figures highlighted by Bing show they currently have a 24.5% market share in the paid for advertising market. Now to me this seems huge, the sort of figures that for a business owner you can’t ignore.
Perhaps more significant still, Bing’s main demographic is ages 35-49. This means that their users have a greater purchasing power and are less likely to shop around compared with the younger generation.
If nothing else, Bing is worth investing in because the average cost per click (CPC) is cheaper on Bing than it is on Google. Now this means a few things. Firstly, you are now able to bid on more competitive keywords and have your ads on the first page for less expense. You can also afford to have more campaigns running in compassion to your Google campaign which further improves your visibility.
Its undeniable that a large amount of companies use some form of Google advertising so of course you have to compete with them on this. However, Bing is a relatively new phenomenon and far fewer businesses are advertising on Bing. This means that you are able to get a competitive edge and the sooner you make this move the better. As Bing grows so will your exposure.
Smooth Digital is an online marketing agency based in Shoreditch, London, which specialises in Google & Bing PPC management, Live chat and customised landing pages.