Bitesize blog: Should I care about Bing?

2 Minute Read

If you’re new to search marketing, you might not remember the classic Google vs Bing discussion that questioned whether Microsoft’s search engine would ever topple Google as the king of search. These conversations don’t really happen anymore and you might be wondering whether Bing deserves a place in your SEO or PPC strategy. We firmly believe the answer is ‘yes’ as we explain in today’s bitesize blog.

Five reasons to care about Bing advertising in 2019

  1. There are 137 million unique searches per month taking place on Bing (source) which is roughly 137 million potential leads you don’t want to ignore.
  2. 66 million of those unique searches are from people you can’t reach on Google (source) and this should be reason enough alone.
  3. Bing’s smaller market share means it’s less competitive and this makes it easier to see result from your SEO and PPC strategies.
  4. Bing Ads is 60% cheaper than Google Ads with average CPCs of $7.99 compared to $20.08 on Google Ads (source)
  5. Bing serves two of the top four voice assistants including Amazon’s Alexa and Microsoft’s Cortana.

That last point is particularly interesting in 2019 as voice search becomes increasingly important. One of the biggest challenges facing search marketing specialists is optimising for voice technology and we’ve talked about using featured snippets in Google as a key strategy for this. However, Bing is pulling way ahead of Google when it comes to voice tech implementation, which should be a major point of attraction for search marketing specialists in 2019.

Besides that, don’t let Google’s insane user numbers make you think Bing’s 137 million unique searches is anything to turn your nose up at. That’s still a huge audience to work with, even by today’s standards and this, combined with Bing Ads’ (now Microsoft Ads) significantly lower CPCs, means the world’s second favourite search engine should be a part of your plans.

Lee Wilson profile picture
Lee Wilson

Lee is Head of Services at Vertical Leap and has led search marketing departments and services in house and agency side since 2003. He is a multiple published author with books including Tactical SEO', 'Data-Driven Marketing Content' and '30 Minute Website Marketing'. He regularly contributes to Search Engine Journal, The Drum, and State of Digital sharing his insights on SEO strategy, content, and eCommerce.

More articles by Lee
Related articles
What does Google’s voice search transition mean for SEO?

What does Google’s voice search transition mean for SEO?

By Steve Masters
The voice shopping boom is here

The voice shopping boom is here – but what does it mean for marketers?

By Michelle Hill
Cool Bing Ads features

3 Bing Ads features that are pretty cool

By James Faulkner