1 Bing vs. Google: Market Shares
Google dominates the global search engine landscape, especially in Europe. However, in the USA, Bing, combined with Yahoo, has a market share of 30% compared to Google’s 65%. This means that a third of US online search queries go through Bing, which is relevant for advertisers in the US market.
In Switzerland, although Bing has only a 5.55% market share, this lower share can mean lower click costs and a better cost-performance ratio for advertisers. Both platforms have their significance in different regions, with market share not necessarily reflecting advertising value.
2 Demographic Target Groups
The choice of advertising platform often depends on the target groups to be reached. Bing differs from Google in this respect:
- Age: Bing users are generally older; the majority of search queries come from users over 35.
- Income: Bing users typically have a higher household income, ideal for premium products.
- Education: Bing attracts users with a higher level of education, good for niche-specific products.
- Device preference: Bing is more prevalent with more on desktop searches promising a higher quality of traffic
- Regional preferences: Bing has a greater presence in some regions, which is useful for local campaigns.
Source: Data from the Microsoft Search Network for Germany
Being aware of these differences allows for more targeted advertising campaigns and can increase conversion rates. Despite these trends, Bing has a broad user base, which is why advertisers should still personalise messaging to each target user.
3 Competitive Advantages of Bing Ads
Bing offers some advantages in the field of online advertising that make it unique compared to Google:
- Competition: Advertising space on Bing faces less competition in Europe, often leading to lower cost-per-click.
- Enhanced Visibility: Ads appear not only on Bing but also on partner sites like Yahoo or LinkedIn.
- High-Quality Traffic: Bing users often spend more time on websites and show higher conversion rates.
- Complete Search Term Transparency: Unlike Google, Bing provides detailed insights into search query data, which helps advertisers in optimization.
4 Cost Structure
The decision about which advertising network to invest in often depends on the cost structure and the potential ROI.
Due to the lower competition in the Bing network, the average cost per click is often lower than at Google. This can be particularly attractive for smaller businesses or those with a limited advertising budget.
5 Traffic Quality and Mobile Traffic
When choosing an advertising network, the quality of the traffic and the mobile aspect are crucial. Here are some advantages of Bing:
- High-Quality Traffic: Bing users often have a higher income and tend towards higher conversion rates, meaning a better ROI.
- Engaged Audience: Reports show that Bing-based traffic tends to have lower bounce rates.
- Mobile Optimization: Bing is well-aligned for mobile devices, including ad format and targeted tools.
- Variable Mobile Bids: Bing Ads allows bid-specific adjustments depending on the device type.
- Mobile Analytics: Bing provides detailed analytic tools for tracking mobile traffic.
6 Innovative Features
Bing continuously develops new tools and features to keep pace with other advertising platforms, especially Google Ads. Some standout innovations include:
- Artificial Intelligence (AI): Bing uses AI for more precise ad placement and personalized customer experiences.
- Visual Search: Users can search on Bing by image instead of text, opening new advertising opportunities.
- Automated Bidding Strategies: Bing’s algorithms optimize bids for specific goals, such as maximum visibility.
- Audience Targeting: Bing has expanded its targeting options to include demographic, geographic, and device-based options.
- Microsoft Advertising Integration: Bing Ads can also be tailored to platforms like LinkedIn, thanks to its connection to Microsoft.
- Video Ads & Responsive Ads: Bing now supports video content and automatically adjusts ads to fit different screens.
- Enhanced Reporting: Improved analytic functions provide a deeper insight into campaign performance.
If you have already worked with Google Ads, many of these innovations might seem familiar. However, they now offer comparable opportunities with Bing. This shows that Bing constantly innovates to remain competitive in digital marketing.
Optimization Tips for Bing Ads
For effective Bing Ads, consider the following proven strategies:
- Know Your Target Audience: Customize ads based on Bing’s demographic data.
- Use Negative Keywords: Increase the relevance of your ads and save costs.
- A/B Tests for Texts: Test different ad texts for better results.
- Use Ad Extensions: Make your ads more noticeable.
- Analyse Device Performances: Adjust bids according to device performance.
- Remarketing: Re-engage previous website visitors.
- Optimize Your Landing Pages: Avoid high bounce rates.
- Geographic Targeting: Target relevant local areas.
- Adjustments by Time: Consider effective times for ad delivery.
- Stay Updated: Use regular Bing updates and new features.
Bing: A Look into the Future
Despite its status as an underdog to Google, Bing has made steady progress and offers exciting prospects for digital marketing:
- Artificial Intelligence: Microsoft’s investments in AI and machine learning will likely further advance Bing Ads, such as for audience targeting and automated bids.
- Microsoft Integration: Bing could offer even closer connections and advanced analytics through Microsoft’s wide product range, such as LinkedIn and Azure.
- Expanded Partner Network: Bing plans to expand its partnerships, which could increase reach and visibility for advertisers.
- Data Protection: Bing emphasizes data protection and transparency, which could become an advantage in times of strict regulations.
- Innovative Ad Formats: Continuous new developments are expected that offer advertisers new creative possibilities.
Using Bing as an additional advertising channel can turn out to be a real insider tip. Instead of always following the market giant, Bing offers a promising alternative.
If you have not yet invested in Bing or want to utilize the latest optimization possibilities, we as an agency are ready to help. Contact us and start your Microsoft Ads adventure!
