Guess what?! Google is NOT the only search engine!
“What!?” you cry. “There are others? Why don’t I ever see them?”
It does seem that Google is the only search engine available. Our whole online culture seemingly focuses on Google: “Google it.” “What does Google say?” “What are the Google reviews on the restaurant?” “Google, where is the nearest hotel?” And so on.
Yet there are definitely additional – and terrific – search engines, search engines on which you can advertise and receive a good return on your time and monetary costs.
In fact, Bing was the second largest search engine in the U.S. by market share in 2018. It is also is one of the 50 most-visited sites in the country (according to analytics site Alexa). Statistics showed that in 2017 Bing received as much as 33 percent of all U.S. searches.
We, therefore, highly recommend advertising on Bing.
A Few Differences Between the Two Search Engines and Their Users
It’s true, Google and Bing are NOT completely the same, despite both being search engines:
- Possibly the biggest difference in most advertisers’ eyes is that Bing ads are less expensive than Google’s.
- If it’s eyeballs you want, Google will get them for you. More so than Bing.
- Microsoft owns Bing and Microsoft also owns AOL and Yahoo. Advertise on the Bing network and your ad will appear on the other two as well. So, your ad appears on three search engines rather than “just” the Google network.
- Bing actually lets you reach 66 million users and verticals/industries around the world that are not reached on Google.
- Advertising internationally? Google performs better.
- Bing’s users skew older: about 40 percent of its users are between 40 and 54 years of age. (So if you’re marketing to millennials and Generation Z, use Google).
- If you’re looking to grow brand awareness, Google is better simply due to the massive numbers of people who use it. Google, therefore, is better if you want high-volume traffic.
- Google provides “almost limitless” targeting options (according to the link, above).
- Connect Google easily to…. Google Analytics. With just a quick glance at Analytics, you can see how your ads are performing and what kind of traffic – and additional clicks – you’re receiving.
Where Should You Put Your Ads?
So to answer the question “Should I advertise on Bing or Google?” we reply: use both. Or, if budget is an issue, use Bing. If you want an international audience, use Google. Want an older crowd to see your ads, use Bing.
You get the drift. Both are great, depending on different factors. Bottomline? Always advertise on search engines depending on your goals.
It’s also wise to partner – at least in the beginning of your Bing vs. Google journey – with a digital marketing agency that understands the ins and outs of advertising on both Bing and Google.
If you’re curious about Bing ads, contact Jeff Hays, our director of client services, and schedule a one-on-one chat regarding your search engine advertising goals.
You also may email us at any time with any questions you may have.