So we know the biggest search engine player is Google, but does this mean advertisers can afford to ignore Bing? Microsoft is the owner of Bing and now yahoo, so collectively they make up about 30% of search in the US.
Google users are generally a younger demographic who are much more tech savvy and white-collar. Bing users have been described as less tech savvy, older and due to their age, more likely to have children. The less tech savvy assumption comes from the fact that internet explorer is the default search engine for any windows device and people who continue to use this may not know how to or care to change to Google Chrome. In addition to powering Yahoo, Bing also powers Web search on Siri on your iPhone.
Who to use for PPC?
PPC advertising has typically involved immediately going straight to Google AdWords. AdWords is brilliant for getting your ads served not just on search engine results, but also on Google’s large network of targeted and relevant partner sites. Bing can’t quite match this market share, however does have a network of its own. PPC ads are served across the Yahoo Bing Network that includes some big players such as Amazon and Facebook.
When deciding who to use for PPC it may depend on who you want your ads to reach. Google Ad words for me is the easier of the two to navigate through, it is user friendly and creates fantastic intuitive ways to pull reports and analyse data.
Bing is less competitive and can mean your ad has more chance standing out and as the competition is less and the prices are also less. However, even if Bing describes your target audience, due to Google’s monumental market share, you’ll certainly loose out choosing to only advertise on Bing.
Although your focus may be Google right now, it is still a multiengine marketplace and once you have a satisfying campaign running on Google and you’re seeing results you may want to expose yourself to a slightly different audience. By Importing a campaign across to Bing Ads you can see whether you get a better return or not. You may find lower levels of interaction, but it will also cost you less and may be a nice addition to your PPC campaign on Google rather than instead of.