For some time now, Google has been deemed the #1 search engine in terms of popularity. But I am sure you have noticed Bing snipping at their heels. So, is it a smart strategy to partake in pay-per-click on Bing if your B2B company is already running ads on Google? Read more to find out.
Pro: Large Audience. Google, by far, is still the top search engine and holds well over 90% of search network market share. This means that the majority of people are using Google for search, giving you the largest potential target audience.
Con: Costly. Google’s popularity can also make it a con. It’s a crowded search engine, so it can become expensive to compete for ad positions and keywords.
Pro: 3 For The Price Of 1. Although not close to Google, Bing is the second most used search engine. Its AdCenter also serves ads for Yahoo and AOL. Therefore, with Bing ads, you are reaching three different audiences. And, while Google has the largest market share of the internet search activity, millions of users still prefer to use different search engines like Bing. Yahoo, and AOL in the United States.
Pro: A Different Audience. It has been shown that Bing users are older, with over 70% between 35-65. It has also been shown that they are more affluent and tend to spend more money than Google users. So, you could be missing out on some of your most profitable leads by not utilizing Bing PPC.
Pro: Less Expensive. Bing is less popular than Google, so it can mean that there is less competition for keywords, generally lowering the bidding price and improving your return-on-investment (ROI) – but not always.
Con: Less Traffic. Bing has a much smaller market share than Google, so if you concentrate too much there, you could lose potential B2B customers who are not using Bing, Yahoo, or AOL as their search engine.
Since Google is still dominating with volume, we recommend starting off pay-per-click on Google, especially if you have a limited PPC budget. This way, you are reaching a drastically larger audience.
Once you have a campaign (or more) running and find keywords that are strong and generate conversions, it is a smart strategy to import and test them out in Bing. With this, you are tapping into multiple search engines and reaching the maximum target audience on keywords that you know are performing.
Just like with any B2B online marketing initiatives, it is important to utilize analytics tools to monitor performance, test, and optimize. At the end of the day, you want to make sure that all your efforts yield a positive ROI. From this data, it will be easy to determine whether Bing is a successful tool for your B2B company in addition to Google, or instead of.
Each company is different and each buyer is different, so it is important to consider all options when it comes to expanding your online reach. But if you have the budget, and are careful about implementation, you should absolutely give Bing PPC a try!
If you need help with Google or Bing paid advertising, take a look at our search engine marketing guide or contact SVM.