Advertising on Bing (Part 1)
We all know that Google is #1
However, you don’t have to use only Google for online advertisement just because it’s the biggest platform. There are plenty of other options out there.
Bing (and Yahoo! – remember that Bing owns Yahoo! now) is another option that is often overlooked. Let’s review the pros and cons of trying out your online advertising campaigns on Bing:
First, the demographics between Bing and Google are significantly different.
Bing’s audience is generally in the age range of 35+, but often times users will be between the age range of 55-64. Younger people tend to use Google over Bing for their search engine (according to www.seodesignsolutions.com).
This is an extremely important piece of data to note, especially considering that most Google users fall within the age range of 0-34. Consider the two following businesses:
Business 1: Mikey’s Awesome Shirts sells apparel revolving around famous rappers such as Lil Wayne, Tech N9ne, and Ludacris.
Business 2: Geriatric Fall Prevention sells bed alarms for fall prevention & anti-wandering for the elderly.
(rhetorical question) Speaking strictly from a demographic standpoint, which business to you think would be more appealing to an age range of 0-34 vs. 55-64?
That being said, this doesn’t mean that Bing will always underperform for products/services geared towards a younger generation, and the same is true for Google with products/services geared toward an older generation. The only way to know for sure is to try it out and analyze the results.
Tangent: I have a theory as to why this demographic difference is true, but I don’t have much evidence to back it up. Generally (from my experiences) when you download a Microsoft (Bing) product, there will always be a check box that says “change Bing to become my default browser search engine.” With Microsoft products, that check box is already checked for you (meaning you have to manually uncheck it).
When you download something from Google, this same box still generally exists, but the box isn’t checked for you. My guess is that people of the older generation (aka: less-internet-savvy, non-internet babies) are less aware of boxes that are checked/unchecked, and tend to just let Microsoft change their default browser for them. I personally think this is pretty shady, but it’s still something to be aware when advertising online.
Bing users are significantly more likely to have children.
The age demographic should certainly explain this. It’s more likely for people who are older to have children (mind blown!)
Bing has a higher percentage of users within the USA.
There isn’t a massive difference here, but according to www.seodesignsolutions.com, Google’s traffic from the United States makes up ~34% of their total demographic whereas Bing is sitting at ~40%. If you only advertise within the United States, then the percentage of users within the area that’s going to be relevant to your products/services is higher on Bing. This means that, even though Bing is a smaller platform, there still may be a large portion of additional traffic that you could be accessing.
Let’s talk about a couple cons:
My two biggest pet peeves about Bing:
1.) Poor customer support compared to Google
Whenever I call into Google with a question or concern, they are always able to help me on-the-spot, or if they can’t, they escalate my ticket to someone who can. I generally never have to wait more than 3 minutes to troubleshoot an issue. However, whenever I call Bing support, they make me jump through tons of hoops and my question is generally left unanswered. For the most part, when I have issues with the Bing platform, I’m on my own to figure it out. I generally need to forego Bing’s support and instead consult forums or co-workers.
2.) Harder to manage changes
Google and Bing both have an editor program that allows you to make mass changes to your campaigns significantly more efficiently. It’s much better than doing them through the browser interface (Download Bing editor here; download AdWords editor here). Google’s editor is easy to use, but Bing’s editor lags and bugs much more frequently. The Bing editor is still good enough, but it will likely take you longer to get used to their UI as it’s much harder to use. This becomes increasingly frustrating when you have an issue that you cannot solve and thus need to contact Bing’s support.
These issues aside, I have still managed plenty of campaigns that perform well on Bing. If you’re looking for a new platform to expand your online advertisement, then I highly recommend trying Bing.
“So… how do I try out advertising on Bing?”
Stay tuned for my next article regarding how to properly import your AdWords campaigns over to Bing!