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Should you use Bing as well as Google when advertising your business online?

Monday, May 1st, 2023
Written by Content Team

As a business owner, you may be debating if advertising on Bing in addition to Google is worthwhile. After all, Google is the world’s most popular search engine, whereas Bing has a far smaller market share. Nonetheless, there are various reasons why using both platforms may be advantageous.

Even while Google continues to rule the search engine business, many people still like Bing. In actuality, Bing holds about 34% of the desktop search engine market in the US. Even in the UK though the market share is significantly smaller (around 5%) there are still millions of searches happening every month. As a result, if you exclusively advertise on Google, you might be losing out on clients who use Bing as their search engine of choice. 

Bing has a different user demographic

The user demographics of Bing and Google are one of the key distinctions. Bing’s user population is older and more likely to be wealthy, whereas Google’s user base tends to be younger and more tech-savvy. Bing users typically have ages of 35 or older and annual family incomes of above $100,000, according to Microsoft.

Advertising on Bing might be a wise choice if your company serves an older or more affluent population as potential clients who aren’t as active on Google might be reachable.

Bing can be cheaper than Google

The fact that Bing advertising can be substantially less expensive than Google is one of its main benefits. The competition for keywords and ad space is less as Bing has a smaller market share. As a result, you might be able to increase your click-through rate (CTR) and decrease your cost-per-click (CPC) compared to using Google.

Bing also provides a number of tools and features that may be used to improve campaigns and cut expenses. For instance, you can uncover profitable keywords and modify your bids using the Bing Ads Intelligence tool. Similar to Google, Bing also offers a Quality Score system that rewards marketers with lower CPCs for producing high-quality ads.

It’s vital to keep in mind that the price of advertising on Bing will vary based on your sector, target market, and particular advertising objectives. Nonetheless, there are several situations in which reaching potential clients using Bing advertising can be done cheaper than using Google..

Bing has unique advertising opportunities

Bing offers a number of distinctive advertising alternatives that Google does not.. For instance, Bing is the bae search engine for other websites such as Yahoo!, which means ads posted on Bing will also appear on Yahoo! search results pages, making your adverts be seen across multiple websites.

Additionally, Bing provides a number of ad styles that Google does not, such as Bing Product Ads, which let you display your products along with their prices, pictures, and descriptions. Moreover, Bing provides Picture Extensions, which let you include images in your search advertising to improve their aesthetic appeal whilst also making it so that you generate more clicks. 

Bing integrates with Microsoft Advertising

If you’re already using Microsoft Advertising to manage your online advertising campaigns, it may be even easier to add Bing to your advertising mix. Microsoft Advertising is a platform that allows you to manage your online advertising campaigns across multiple channels, including Bing, LinkedIn, and even Xbox.

You can use Microsoft Advertising to reach your perfect audience by utilising sophisticated targeting options, such as LinkedIn targeting. The monitoring and analytics tools provided by Microsoft Advertising can also be used to monitor the effectiveness of your campaigns across various channels and adjust your ad spending as necessary.