Many businesses we talk to dictate their online marketing efforts according to Google. While it is true that Google is the dominant player in search, it is wise to also consider the other search engines in your marketing strategy. Below are some reasons why this is a good idea and why it’s never been easier to do so.
Isn't Google Good Enough?
The short answer is no. Most people use Google as their search engine, that's a fact. In one of the latest comscore reports, Google was reported to have 63.4% of the US search market. So it is true that it commands a lion's share of web search traffic, but ignoring about 30+% of searchers just isn’t good business. Keep in mind that existing or potential customers may not use Google as their default search engine. Many businesses have site analytics data to back the belief up that their customers just don't use other search engines, but this isn’t the best metric to look at. To answer the question of whether not Google is good enough, more information is needed.
What Does That 30% Look Like?
The remaining 30+% of search traffic is made up of Bing and Yahoo but also includes AOL now. There are other seemingly minor search engines (remember Ask Jeeves?), but these are pretty critical to consider. The reason is Microsoft’s Bing search engine, which I wrote about at length a few months back. Bing’s market share is now over 20%, which alone makes it a viable addition to an online marketing strategy. To add value to Bing Ads, Microsoft has been incorporating “search partners” into its advertising network to increase reach of ad campaigns. In a very efficient manner, businesses utilizing Bing can easily market on the top four search engines that people use.
That's Going to Cost a Lot More Money, Right?
The thought that advertising on the Bing Ads Network is cost prohibitive is really unfounded. Ad cost on the Bing Ads Network is usually lower than Google’s cost per click (CPC) pricing. Also, Microsoft added a very powerful import tool for Google Adwords campaigns. Advertisers can now quickly import campaigns, check to make sure everything imported correctly, add tracking elements, and then push campaigns live on the Bing Ads Network.
Let’s Get Started!
The success of Bing Ads in your online marketing strategy has a lot to do with what your customer looks like. Some of our customers have found stronger results on Bing than they do on Google. Regardless, there really is no reason not to try out the Bing Ads Network, especially if you are running a Google Adwords campaign. Reach out to a Bing Ads certified agency today to get started!