Isn't Bing just unable to use the alternative to Google? This misunderstanding has caused many global expansion teams to miss a high-quality traffic pool. Bing's global search market share is about 3-4%, but for certain industries, Bing's conversion quality is even better than Google's.
Bing user portrait: How is it different from Google?
Older age: the proportion of users over 35 years old is significantly higher than that of Google; high income: the average household income is higher than that of Google users; more professional decision-makers: users who use Bing through Microsoft devices are mostly corporate white-collar workers and professionals; active search intent is strong: Bing has a low proportion of entertainment searches.
Which industries are best suited for Bing Ads
B2B Enterprises: Best Scenarios
1. A higher proportion of enterprise users use Bing: Many enterprises' IT policies use the Edge browser by default, and a large number of enterprise procurement decision-makers' job searches occur on Bing.
2. LinkedIn Profile Targeting: An exclusive feature of Microsoft Advertising that can accurately target based on LinkedIn's position, company size, industry and other data. For details, see:How to use Bing Ads LinkedIn audience targeting
3. B2B keyword bidding is lower: The CPC of many B2B keywords on Bing is 30-50% lower than on Google.
For a cross-border insurance brokerage company we serve, the inquiry CPA on Google is about, and the inquiry CPA for similar keywords on Bing is only, and the quality (signing rate) is about the same. This is not just that Bing is cheaper, but the conversion rate improvement brought about by matching user profiles.
Professional services and financial industries:Legal services, accounting consulting, insurance, wealth management - the target users are usually high-income professionals aged 35-65, highly matching the Bing user profile.
Software and SaaS:The target users of the SaaS product - enterprise technology decision-makers, IT procurement - use Bing heavily in Windows enterprise environments.
Which industries are not suitable for Bing Ads
DTC e-commerce (low-customer fast-moving consumer goods): Bing has a low proportion of young users. Mobile-first business: Bing's share of mobile searches is much lower than Google's. Asian Markets: Bing's main value markets are the United States, United Kingdom, Canada, and Australia.
Google + Bing combination placement suggestions
1. Add Bing after Google runs stably; 2. Directly import ad campaigns from Google Ads to save setup time; 3. Focus on the older and more professional characteristics of Bing users, emphasizing quality and reliability.
Reference:Bing advertising account structure construction: B2B search delivery framework
Summary
Bing Ads is not a fallback option for Google, but a complementary channel with unique user value. For teams with a monthly budget of more than, 000, it is worthwhile to include Bing in the delivery mix.SeaSeek is a Microsoft Partner certified agent, welcomeMake an appointment for free channel diagnosis.
