If you’re a marketer or looking for a way to promote your products, services or business online, you’ll likely be aware that display and search advertising is one of the best places to start.
We all know Google is the most used search engine on the web, however what many marketers and entrepreneurs tend to ignore is targeting users of other search engines such as Bing.
If you’re a small business and you’re looking to tap into paid advertising, depending on your offering and target audience, targeting Bing with ads could be just as, if not more, beneficial than Google.
The search engine market varies significantly depending on which engine is being used. Your typical Bing user tends to be older than your average Google user. So it’s definitely a good idea to strike a balance by utilizing and understand both platforms to increase your chances of making a positive Return On Investment on your ad spend.
So why use Bing as well?
Bing can spark a lot more engagement with specific demographics and can in fact work out cheaper than Google. Another plus point is that, due to the majority of other advertisers using Google as opposed to Bing, is that you could find less competition your ads could stand out more.
A good practice to use would be to start your campaign on Google AdWords, optimize until you’re satisfied before importing it to Bing with the import feature and compare where your ads perform better.
You may find that one of your ads is performing better on Bing as opposed to Google. You should also find that the ad cost might also be cheaper on Bing because fewer advertisers tend to use Bing.
Transitioning from Google AdWords to Bing isn’t too difficult as the Bing user interface is quite similar to AdWords. Plus, if you really get stuck there are guides to help you each step of the way in setting up your PPC campaign.
Another encouraging thing about choosing to advertise on Bing is that your ads won’t be limited to the Bing search engine. As Bing power searches for AOL and Yahoo, your ads will also appear in these search engines too. Although those platforms have a smaller market share its still a real positive to advertise on these platforms as it will significantly broaden the reach of your ad campaign.
So to conclude, in terms of the search engine market Google is the dominant force and this trend will definitely continue for the next few years. However, despite this, you should not put all your efforts into creating campaigns just for Google. Instead you should be looking at how you can incorporate Bing as it attracts a different user base and the more demographics you can reach out to the more likely you are to generate sales.