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Why You Shouldn’t Forget About Bing

In almost every country in the world, when you hear the phrase ‘search engine’, you think Google. As of May 2019, Google holds 93% of the worldwide market share, so it’s natural to consider it the only option.

Here at Zinc, we have what is sometimes considered a controversial opinion: Never Forget About Bing. The way we see it, is that we want to reach the most relevant customers for our clients – and if 10% of those people are using Bing, then we’ll make sure that we’re there too.

The most important thing to know about Bing is that their audience may be small, but it is powerful. Bing users tend to be in the older generations, and therefore carry higher positions in business and have more buying power. More than a third of the Bing network audience has a household income of over $100,000. From a marketing perspective, its far better to have one qualified lead than ten that are simply caught in a wide net. Research has found that Bing users spend 8% more online than their Google counterparts.

Both disciplines in Digital Marketing have a place for Bing in their strategies. Here’s why you shouldn’t be forgetting Bing

For SEO

Transparency

In the world of SEO, it’s an accepted reality that you’re playing a game that you don’t know all the rules to. Google is notoriously quiet about the algorithms it uses and the rules that are in place. For Bing, however, it is a different story. There is far more transparency about the algorithms that are in place and the

Defaults

Bing is the default search engine on Windows machines and Internet Explorer browsers. Many people, especially those in higher age demographics or in workplaces, don’t bother to amend their defaults to a different browser, and will use Bing on a daily basis due to the ease of use it offers.

Yahoo

Bing and Yahoo use the same algorithms, and therefore an SEO strategy for one will be just as effective as the other. A strategy that considers Bing as well as Google will ensure that you are performing well on not only one of the leading search engines, but three of them.

 

In PPC

Bing Ads Network

Although Bing’s market share alone doesn’t always compete, the Ads Network definitely can. This combines the Bing and Yahoo networks into one advertising platform which together reaches 29% of search users, which makes up around half of Google’s market share. No well-considered marketing strategy would suggest eliminating 30% of your potential audience before you’ve even started.

Lower Competition and Costs

At the moment, a lot of people are missing out on Bing. This comes with a number of benefits – not only are fewer people competing for the limited space available, but there’s less cost to the advertiser to appear there. Costs per click on Google average at $20.08, whereas Bing averages at $7.99. Although your costs will always depend on the industry, market landscape and keywords you choose, adding Bing to your strategy can be incredibly cost-effective. In our own work with a client on Bing, our Paid Search team found that conversions increased incrementally by 26% at a cost per acquisition that was 54% lower than Google Ads.

From a marketing perspective, including Bing is a simple process that can reap incredible rewards. Although Google should be the first port of call, a well-rounded Bing strategy is an effective, cost effective way to boost your reach and conversions.

If you’d like to talk to a marketing expert about what Bing can do for you, get in touch with the Zinc Marketing team. We’d love to talk!   

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