Who Uses Bing?

We recently wrote a blog post comparing Google Ads and Bings Ads, and while we found that Google typically wins over Bing in click-through-rate, impressions, and conversions – there is no clear cut “winner” in Google over Bing. Deciding whether to use Google or Bing (or both) for advertising really depends on your budget, your audience, and what products and services you want to promote.

Since Google has a reported 1.17 billion people using it as their main search engine, and pretty much dominates the search engine and digital advertising world, most would be inclined to use Google. However, data shows that nearly a third of PC searches in the US are done through Bing, and there are around 524 million unique searches worldwide.

So, if you’re trying to decide if you should allocate your marketing efforts and ad spend towards Bing, first ask yourself who you are trying to reach, and more importantly – who uses Bing?

Where Are They Using Bing?

While many more tech-savvy people go straight to Google, many Bing users are choosing it as their search engine simply because it’s the default on their device and are happy with its performance. Some use it on their personal computers at home, and many use it at work in larger corporate settings where Microsoft products are the default in their office. Bing is the default platform on Microsoft devices, as well as powering Cortana and Microsoft Edge. Other devices outside of Microsoft, like Amazon Kindle and Apple’s web results for Siri and Spotlight Search, use Bing over Google for their search results.

Who Is Using Bing?

Research has revealed that the typical user on Bing is generally over the age of 35, most commonly between the ages of 55 and 64, and most are parents. One-third of the Bing Ads audience has a household income of $100,000 or more, and 22% more was spent online with Bing than on average search engines.

Although there are fewer users than Google, they have more disposable income, and higher purchase intent when searching. Also, since Bing users are generally less tech-savvy, they are not as likely to differentiate between a paid search ad and an organic search result, making them more inclined to click through your ads that appear.

How Can We Reach Them Through Bing?

As we touched on in our previous blog post, Bing’s advertising products are like Google – they offer pay-per-click search ads, display, shopping, and retargeting; with additional features like ad extensions. While Google does offer more ad products like video and app ads, Bing has a few features Google does not. Bing offers demographic targeting for paid search ads, while Google only allows that through display ads. You can have a regular pay-per-click search ad, but you can adjust bids for demographics such as age range, gender, and location. Also, Bing typically has a lower cost-per-click than Google, so you can make the most of your budget.

Should I Be Using Bing?

As with most things in the digital marketing world, there is no black and white, right or wrong answer for what you should do for your business. Paid search advertising is one of the best ways to drive traffic to your website and increase leads, and if you have the budget and time, it’s useful to utilize as many channels as possible.

While many companies will simply choose to go with Google as the most popular search engine (which isn’t necessarily a bad thing) we believe Bing shouldn’t be ignored. If your target audience falls in the range of older, higher income, possibly less tech-savvy internet users – we recommend advertising on Bing to reach them. Additionally, if you want to capitalize on Bing’s demographic targeting for paid search ads that Google doesn’t offer, it could be a good choice for you.

For the best results with online advertising, you’ll get the best results by working with an expert in digital marketing that knows the best practices for each platform. To learn more about search engine marketing and other digital marketing services Atilus offers, contact us today!

Sydney Fahrenbruch
Sydney Fahrenbruch
Sydney is Atilus' Digital Marketing Engineer, she works with clients on digital marketing activities for client accounts from monthly maintenance, to reporting and making recommendations. Her expertise includes PPC advertising, social media management, content marketing, and creative strategy.

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