The Bing Advantage: Cost-Effective Advertising in a Less Competitive Space

In digital marketing, Google has long been the undisputed king of search engines. However, recent trends indicate that Bing, Microsoft's search engine, is experiencing significant growth and is increasingly becoming a formidable competitor. For years, many marketers have not recommended spending on Bing, dismissing it as a minor player in the search engine market. This widespread neglect resulted in Bing being underutilized and overlooked as a viable channel for search engine marketing (SEM). However, this perspective is rapidly changing. With Bing's recent advancements and growth, it is time to revisit that decision. This is why allocating some of your ad spending to Bing is now a strategic move for marketing and business professionals.

Bing's Growth Trajectory

Market Share Increase

Over the past few years, Bing has steadily increased its market share. According to StatCounter, as of early 2024, Bing holds nearly 6% of the global search engine market and over 36% of the US desktop search market when combined with Yahoo and AOL searches powered by Bing (StatCounter, 2024). This growth is not merely a statistical blip but a consistent upward trend that underscores Bing's growing importance in the search landscape.

Integration with Microsoft Ecosystem

One of Bing's most significant advantages is its seamless integration with the broader Microsoft ecosystem. Windows 10 and 11, which have over 1.3 billion active devices globally, default to Bing for search functionalities (Microsoft, 2023). Additionally, Microsoft's Cortana and Office 365 applications rely on Bing for search capabilities, further embedding Bing into users' daily routines.

Enhanced Features and User Experience

Bing has made considerable strides in enhancing its search capabilities and user experience. Features such as visual search, advanced image and video search, and detailed knowledge graphs offer a competitive alternative to Google. Bing's rewards program, which has over 10 million active members, also incentivizes users to continue using the platform, contributing to its growing user base (Microsoft, 2023).

The Business Case for Bing

Cost-Effective Advertising

One of the most compelling reasons for marketers to consider Bing is the cost-effectiveness of its advertising platform. Bing Ads (now Microsoft Advertising) typically has lower cost-per-click (CPC) rates than Google Ads. A recent study found that the average CPC on Bing is about 33.5% lower than on Google Ads, translating to more efficient spending and higher returns on investment (ROI) for businesses, especially for those operating with tighter budgets (WordStream, 2023).

Demographic Advantages

Bing users tend to have a higher average income and are more likely to hold a college degree compared to the average internet user. According to Comscore (2023), 38% of Bing users have a household income of over $100,000, and 54% of Bing users are college graduates. This demographic skew means that advertising on Bing can be particularly effective for targeting more affluent and educated segments of the population. Bing offers a valuable channel to reach high-value customers in the finance, travel, and luxury goods industries.

Less Competitive Landscape

While Google remains the more crowded advertising space, Bing offers a less competitive environment. Data from SEMrush (2023) indicates that the average number of advertisers bidding on the same keyword on Bing is 36% lower than on Google. Businesses can achieve better ad placements and visibility with lower bids. For marketers, this translates into a strategic advantage where their ads can stand out more prominently and attract more clicks without the intense competition on Google.

Practical Steps for Marketers

Diversify Your SEM Strategy

Given Bing's growth and unique advantages, marketers should diversify their SEM strategies. Allocate a portion of your budget to Microsoft Advertising and monitor performance closely. This diversification not only spreads risk but also maximizes reach across different audience segments.

Optimize for Bing

Just as SEO strategies are tailored for Google, optimizing for Bing is important. Focus on factors such as keyword relevancy, quality backlinks, and social signals, as Bing places significant emphasis on these elements. Additionally, ensure your site is compatible with Internet Explorer and Microsoft Edge browsers.

Leverage Bing's Unique Features

Don't overlook Bing's unique features, such as visual search and local listing management. Engage with Bing Places for Business to ensure your local listings are accurate and optimized. This can enhance your local SEO efforts and drive more traffic to your physical locations. These unique features of Bing offer a different approach to digital marketing and can open up new opportunities for your business.

Final Thoughts

As Bing continues to grow and carve out a significant niche in the search engine market, it presents an increasingly attractive opportunity for marketers and business professionals. Combining a cost-effective advertising platform, access to a high-value demographic, and a less competitive landscape makes Bing a valuable addition to your digital marketing strategy. By allocating spend towards Bing and optimizing your efforts, you can tap into a burgeoning market and achieve robust returns on your investment. It is time to look beyond Google and embrace the full spectrum of search engine opportunities.

If you need help setting up or optimizing your ads, contact me!

References

Microsoft. (2023). [Microsoft by the Numbers](https://news.microsoft.com/bythenumbers/).

StatCounter. (2024). [Search Engine Market Share Worldwide](https://gs.statcounter.com/search-engine-market-share).

WordStream. (2023). [Bing Ads vs. Google Ads: Which is Better for Your Business?](https://www.wordstream.com/blog/ws/2023/01/15/bing-ads-vs-google-ads).

Comscore. (2023). [The 2023 US Search Market Report](https://www.comscore.com/Insights/Presentations-and-Whitepapers/2023/The-2023-US-Search-Market-Report).

SEMrush. (2023). [Competitive Analysis Report](https://www.semrush.com/blog/competitive-analysis/).