Undoubtedly Google AdWords is the leading tool for any business who want to capture highly demand driven traffic and leverage the paid search advertising.
With 92.46% market share it is the obvious choice to go for. But by looking below the surface, and using other less dominant search engines such as Bing, businesses may be able to create a competitive advantage.
This article aims to highlight why businesses should consider expanding their paid search efforts to Yahoo! Bing Network.
Bing Market Share
Latest reports from comScore show that there is a decent rise in Bing core search share in the U.S. desktop home and work locations.
The rise could be explained with the release of Windows 10 which comes with a default Bing search engine on Microsoft Edge browser.
So why should businesses neglect the value of targeting those users? Targeting those extra shares could have a meaningful impact, especially on SMB.
Advantages for Advertisers
I usually don’t dare to speak against Google Ads, as it was the very first tool I embraced in my career as a Search Engine Marketing specialist.
But while trying to increase the company`s reach on search engines, I found Bing Ads having some powerful advantages for advertisers that Google simply doesn’t offer yet.
1. Lack of competition
Advertising on Bing has numerous benefits, to name a few due to the lower market share of the search engine, there is a lack of competition.
This transforms in better ad positions, and cheaper costs per click for businesses and comes very handy for small to medium size businesses.
2. Control Search Demographics
Google Ads give advertisers the option to control the demographic targeting in their Display Advertising Campaigns, by targeting specific age and gender.
But at that point, is lacking control over the demographics on the search network. Here is where Bing functionality surpasses Google’s. In Bing, advertisers are able to control which gender and age demographics see their ads in the search results.
This kind of targeting is very helpful for businesses who offer a product or service for a particular age/gender group.
3. Social extensions
Bing has a new type of social extension – bringing customers to engaging social conversations. Which complement the businesses resources to engage customers on social media. Such extension is not available in Google’s platform.
To Bing or not to Bing?
I am not saying that Bing should replace Google Ads, as it still has the predominant reach. Instead Bing should be used alongside AdWords to complement each other in our digital marketing strategy.
Bing is not ignorant to the fact that more people use Google in ther advertising campaigns. So the system doesn’t try to differentiate itself from the player dominant.
Instead offers great possibilities for advertisers to easily import campaigns from Google Ads to Bing.
The interface of the tool also resembles those of what Google offers in order to make the optimisation efforts simultaneously easy for those who are used to working with Google Ads.