Why do you have to advertise in Bing?
1 out of 5 people using Bing
Today, 200 million units are running Windows 10. These devices come with Microsoft Edge as the default browser using Bing as the default search engine. As much as 90% of Microsoft Edge users keep Bing as default in their browser.
The launch of Windows 10 has therefore resulted in a strong increase in the number of users of Bing as search engine and Bing today has a market share of well over 16% in Norway. This almost corresponds to every 5 people using the search engine Bing over Google. If you're not visible at Bing, this means in theory, that you're ignoring almost every 5. person who is actively showing interest and searching for you and your services.
Target group and conversion rate
The target group using Bing is older, has higher education and average income. Bing's own data shows that a Bing searcher in the mean uses 23% more than an average “searcher” across search engines.
Among our own customers who advertise both Bing and Google, we also see that the users from Bing ads seem to have a greater chance of converting than those who find the store through Google ads. The traffic from the Bing ads actually has a conversion rate that is on average 43% higher than that from Google traffic.
Low Competition
Although the users of Bing are acting too much and have a higher chance of converting, they are in a clearly minority compared to Google. So there are many people who don't see the value in Bing advertising. This leads to the purchase of cheap and relevant traffic for those who take the risk. Low competition leads to significantly cheaper click prices for the same search terms as Google.
Voice Search
Although Google has a great leap when it comes to our habits related to written searches, they don't have an equally large natural receiver in voice searching. An increase in the number of votes is to expect in the near future and Bing has a bigger finger in this game. Microsoft's own Cortana is a major player in the world of digital assistants and of course uses Bing. In addition, Apple’s Siri, Amazon’s Alexa, is also based on Bing as their search engine when they answer their voice searches.
Read more about how voice searching is relevant for advertisers here
Easy to get started
With the exception of differences in target group and volume, Bing and Google are quite similar. Bing Ads today offers many of the same features as Google Ads does. In addition to reflecting the ad opportunities, extensions and most of the settings offered by Google Ads, Bing is also early out with new and exciting formats. For example, they were first out with 'image extensions' similar to those ‘visual sitelinks’ which Google is now testing.
In summary, the many similarities between Google Ads and Bing Ads make it easy to get started with the advertising in Bing if you already have a well-optimised Google Ads account. This can be exported from Google Ads and imported into Bing Ads so that you have a good setup to work further on. This requires little time and extra work and there are therefore low costs associated with expanding the advertising to Bing when you already advertise in Google.
Do you need help getting started with the Bing advertisement? Contact us!