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Your customers are on Bing, too, you know?
When we think of search engines, Google instantly comes to mind. With its dominating market share and global reach, many businesses direct the bulk of their SEO and PPC efforts towards it. However, it's important to remember that a good chunk of audience uses alternative search engines like Bing. Overlooking Bing means potentially missing out on a significant portion of customers.
Let's explore why Bing deserves a spot in your marketing strategy.
While Google might be the global leader, Bing holds a considerable share in specific markets. In the United States, for instance, Bing's market share is noteworthy. Millions of searches are conducted on Bing daily, representing a vast audience that businesses can't afford to ignore.
Bing users often have distinct demographic profiles compared to Google users. Reports suggest that Bing users tend to be older, more affluent, and have a higher average household income. If this aligns with your target audience, not marketing on Bing is a missed opportunity.
Bing is deeply integrated into numerous Microsoft products, such as Cortana, Microsoft Edge, and Xbox. Users of these products are more likely to search with Bing, presenting a unique set of potential customers.
Since many businesses heavily focus on Google, Bing often has less competition. This means a potentially lower cost-per-click (CPC) in Bing Ads, enabling your advertising budget to stretch further and often yielding a better return on investment.
Bing Ads often provides more flexibility in setting up your campaigns. You can assign different time zones for different campaigns and set network, location, ad scheduling, and language at the ad group level. This granularity can lead to more tailored and effective campaigns.
Similar to Google My Business, Bing Places is a free service where businesses can list themselves, making them more discoverable. With its interface and options, local businesses, in particular, can significantly benefit from this platform.
By diversifying your search engine marketing strategy to include Bing, you open your business up to new opportunities and a broader audience reach. Remember, it's not always about joining the most massive party—it's about being at the right party for your brand. So, if your customers are on Bing, shouldn't you be there too?
