Google isn’t the one search platform for advertisers. In reality, says Ben Lievens of digital company Soap Media, the second-biggest participant, Bing, provides entry to as much as a billion month-to-month customers, with decrease price per click on and a raft of different advantages.
Considering the Google-owned browser Chrome has round 67% of global market share, it’s no surprise that advertisers typically prioritize working advertising and marketing campaigns by way of Google Ads. But solely specializing in Google results in companies lacking out on an enormous quantity of potential prospects who’re being served by different search engines like google.
One of those is Bing, the second-largest search engine on this planet.
Bing adverts are neglected gems. To exhibit why, I’ve highlighted 5 the explanation why advertisers ignore Bing from their search advertising and marketing technique at their peril.
1. Growing market share
As of September 2021, Bing holds almost 9% search market share worldwide (9.6% within the UK). For desktop and laptop computer customers, Bing is the search engine of selection for 10.5% of the worldwide market.
In January 2019, Microsoft introduced an expanded partnership with Verizon Media, by which Yahoo! search visitors can be solely served by Bing Ads. Yahoo! at present holds 1.5% search market globally (1.4% within the UK). With round 5 billion web customers internationally, this partnership opens Bing Ads as much as an extra 70 million web customers.
So, Bing adverts now have the potential to achieve nearly 12% of web customers worldwide.
2. Lower price per click on
Bing provides a considerably decrease price per click on (CPC) on many key phrases, as a consequence of having much less competitors. This is drastically completely different from Google Ads the place the market is extraordinarily saturated, and CPCs might be sky-high.
Although Google is the market-dominating search engine, Bing nonetheless attracts between 850 million and one billion distinctive customers month-to-month. Businesses that aren’t together with Bing adverts inside their advertising and marketing technique are bypassing lots of potential prospects and lacking out on greater returns.
Of course, whereas decrease CPC are all the time fascinating, that may’t be your solely precedence. Experts will concentrate on person expertise and touchdown web page high quality to make sure low CPC converts into low price per acquisition (CPA).
3. Advanced focusing on knowledge
When deciding to run pay-per-click (PPC) campaigns on Bing, most entrepreneurs choose to import their current Google Ads campaigns. Although a great place to begin, it neglects one benefit Bing has over Google: LinkedIn focusing on knowledge.
In 2016, Microsoft bought LinkedIn for $26.2bn. Soon after, it was introduced that paid search entrepreneurs would have the choice to make use of LinkedIn audiences inside Bing Ads, and goal customers based mostly on job title or trade.
This not solely supplies advertisers the prospect to achieve extra potential prospects; it’s additionally extra suited to small companies with decrease PPC budgets. LinkedIn adverts have a notoriously excessive minimal CPC, typically making it an unaffordable platform for SMEs.
Running Bing Ads with overlaid LinkedIn knowledge is a good way to entry the focusing on choices that LinkedIn supplies extra affordably.
Bing has two stand-out demographics: older people, and wealthier people.
43% of Bing customers within the UK are over the age of 45. For manufacturers with a audience of 45 years and above, it is a enormous market of untapped potential. This might embody manufacturers specializing in retirement, or these offering vogue and sweetness merchandise for older ladies.
Additionally, 37% of those who use Bing have a family earnings within the prime 25%. Audiences reached by way of Bing Ads sometimes spend 38% extra when buying on-line in comparison with the typical web person. For prosperous and luxury-focused manufacturers, that is the best goal market.
5. Microsoft Audience Network
The Microsoft Audience Network (MSAN) was launched in May of 2022. It’s an evolution of the unique Bing Audience Network that brings collectively further parts that weren’t beforehand out there. This contains Bing search-intent indicators, Microsoft’s AI capabilities, and the Microsoft Audience Graph.
MSAN encompasses native advert stock on websites like MSN, Outlook, and Microsoft Edge, in addition to different Microsoft associate websites, basically giving Bing search advertisers the power to increase the attain of their show advertising and marketing campaigns.
Microsoft research discovered that customers uncovered to Microsoft Audience Ads are:
3x extra more likely to seek for the model working the advert
4x extra more likely to go to the advertiser’s web site
5.5x extra more likely to make a purchase order.
Although Bing promoting might not supply the form of outcomes robust sufficient to be on the forefront of a advertising and marketing technique, reminiscent of these generated by Google Ads, when used at the side of different actions, it could bolster leads and generate excessive returns.
Every enterprise ought to harness the ability of Bing Ads; the additional alternatives it provides are too good to move up.