Google VS Bing

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Bing Market Share

When it comes to online advertising, far too many people make the mistake of focusing all of their resources on Google. While the search giant claims the majority of internet searches, it still gets plenty of competition from Bing. In fact, approximately one in three global searches are generated through Bing

That’s a substantial number of search queries, to say the least. In Australia alone, the Bing market share stretches to include upwards of 5.5 million users each month. But that’s only part of the story. According to the folks at Microsoft, Bing provides access to around 3 million unique users in Australia and New Zealand. Presumably, these include some of your target customers who can be reached through the Bing marketing network, but not through other search engine advertising channels.

An Increasingly Diverse Field of Search Competitors

To be fair, we’ve seen many search engines rise (and some fall) since the popularisation of the Internet. Google was by no means the first, though it has certainly been successful in ways that no other has ever managed. Culturally, they’ve already won the war. You may ‘Google’ something to find the answer online, but you certainly wouldn’t ‘Bing’ it or ‘Yahoo’ it.

While Google is also doing extremely well in terms of marketing revenue, it is still worth noting that there are several other prominent search engines in operation. In addition to Bing and Yahoo, here are a few other top contenders:

  • (formerly Ask Jeeves)
  • AOL
  • Blekko
  • DuckDuckGo

None of the above are nearly as big as Google, Bing or Yahoo, but they’re still pulling down a significant share of searches each month.

bing network
google vs. bing ads

Google vs Bing: The Current State of Search

The state of search is constantly evolving, but it looks like we could be on the cusp of some fairly significant redistribution in terms of market share. In 2015, Google posted its lowest market share in five years. Meanwhile, 2015 was a great year for Bing. To begin with, Microsoft rolled out Windows 10, which ships with the Cortana voice assistant and the sleek new web browser, Edge.

Both Cortana and Edge default to the Bing network. As a result, the number of Bing searches originating on Windows devices increased by around 30 per cent in 2015. Google is still the dominant player, but they’ve certainly lost some ground to Bing. And that’s shaking up the world of search engine marketing in more ways than one.

Take Advantage of New Developments in Search

A healthy PPC campaign makes the most of every opportunity, and that means not limiting yourself to any single platform. Given the recent gains Bing has made (along with Bing’s self-professed focus on the Australian market), this is a great time to consider investing more into Bing marketing.

The biggest benefits are often found on the leading edge of developments like this, so it’s always wise to act quickly. Contact us today to learn more about how we can help you set up a managed Bing Ads campaign that will help you make the most of the current state of search.

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