Who uses Bing?

Should you start your PPC Campaigns on Google or Bing? Is your audience using Bing or Google? Yes, Google has been dominating the scene for years and truth to be told, Google has the most attention. You’re more likely to hear someone say “Google it” than “Bing it,” right?!

But, Bing succeeded to jump from Google’s shadow into the light, stirring people’s interest. Not much, but for sure, there is a little buzz! So, who really uses Bing? I know the answer may be shocking! But, the answer is “You, Me, and probably everyone else.” What? Now, I have your attention. Scroll down to know how!

50% of U.S research is done on Bing

What? Yes, trusted studies have revealed that 6 billion searches are performed on Bing search engine by U.S users. Around 36% of the U.S desktop search is done on Bing and it’s increasing by the day. And, in the UK, 12.26% of searches come from Bing. However, that doesn’t mean that these users surf Bing only, not bothering with Google. Actually, many users are ‘bi-searchual’, meaning that they use both Google and Bing search engines for different searches.

Microsoft powers Bing Search

Do you know that around 1.5 billion Windows devices power Bing search engine? Do you know that Microsoft owns Bing? You probably see the Bing logo on your PC right now or at your workplace. It is no surprise that Windows 10 devices direct their traffic towards their own search engine ‘Bing’. Actually, about 48% of Bing searches are originated from Windows 10. Ask Cortana on any inquiry and she’ll gladly Bing it for you. What about the search feature in lock screen mode? Yes, it’s Bing too!

Other Microsoft Products

You may be thinking that Microsoft is just an operating system, not realizing its other valuable products. But do you know that you may be using Bing without knowing? Let us tell you how!

Internet Explorer / Edge

Microsoft’s Internet Explorer is the default browser installed on every PC, achieving a market share of 6.7% of the U.S desktop market. Also, Edge has a fair share of 8% of the U.S desktop browser market. It means that about 15% of the desktop market uses Bing as their default search engine.

Xbox

Xbox is a video branding game owned by Microsoft and developed by the name Xbox Game Studios. Microsoft has been captivating 65 million gamers, who love to challenge their friends with Xbox. Even if you’re away from computers, you can still have an encounter with Microsoft and Bing. So, how do gamers use Bing? If you’re having a break and start to search for new games, you’re actually using Bing on your Xbox.

Microsoft Apps

Of course, you know that Microsoft owns Office, Outlook, Excel, and Word, right? About 1.2 billion Office users may access Bing without realising it. If you searched for a keyword within a document, you’ve already accessed Bing. But, do you know that Teams & Skype integrate with Bing as their search engine? Surprise, surprise!

Cortana & Alexa Voice Search

Have you ever used Cortana or Alexa to search for something? Of course, you have! But, do you know that the voice search of Cortana and Alexa is powered by Bing? Actually, Cortana is credited for 25% of searches done through Windows 10. Also, Alexa is responsible for introducing Bing to 100 million households. Yes and the number will increase over time as Alexa is the new Facebook Portal’s voice assistant.

Multiple search engines are powered by Bing

Bing has partnered with several smaller search engines to boost their power and maximise their advertising results. If you’re not searching using Google’s search engine, you’re probably using Bing’s or another one powered by Bing. This is an advantage that Bing has taken over Google, encouraging marketers to seek Microsoft advertising more than Google Ads. Using this benefit, advertisers can start their ads on multiple search engines, boosting their results. They can also monitor their performance on the different search engines and enhance or change their strategies. Did you know that more than 500,000 marketers use Bing to serve their advertising strategy? Yes, this number isn’t significant, compared to the tens of millions using Google Ads. Still, it is something!

Bing partners with many search engines, including:

• Yahoo

• AOL

• MSN

• Lycos

• DuckDuckGo

• Ecosia

• Search.com

Bing is a partner to major e-commerce platforms

Where are the shopaholics? Many people use search engines when they need to shop for something or even seek information about a certain product. Neither Bing nor Google owns an e-commerce platform online. But, Microsoft has partnered with significant e-commerce platforms to guarantee more exposure. Bing has partnered with:

• Amazon

• OfferUp

• GumTree

Consequently, Bing dominates more than a third of the searches made on online retail, stirring the attention of advertisers. Many businesses have started to use Bing within their shopping campaigns and the results were extremely satisfying. On comparing Google and Bing:

1. Bing shopping campaigns have 45% higher CTR than Google’s

2. Bing’s average CPC is 30% lower than Google’s on shopping campaigns

3. Bing shopping has a 40% lower CPA than Google

More and more international audiences are switching to Bing

• The U.S has seen more than 36% of desktop searches of Bing

• The U.K has seen more than 23% of desktop searches of Bing

• Australia has seen more than 16% of desktop searches of Bing

• Canada has seen more than 22% of desktop searches of Bing

• France has seen more than 16% of desktop searches of Bing

• Germany has seen more than 23% of desktop searches of Bing

Bing has different demographics than Google

If you’re wondering if Bing attracts a different audience than Google, the short answer is “Yes”. As we noticed that most people that use Bing access it through their work computers, it is clear that Bing attract:

• A more mature audience (30 and above)

• A more educated audience (According to a study, 50% of this audience has a college degree and 17% has an advanced degree)

• Most of them are married (According to a study, 46% of this audience is married and 30% have children

Bing is a large player in the major industries

Bing has succeeded to reach a wide range of audiences across all industries, but it is even more popular in certain industries. For example, Bing sees:

• 44% of paid search clicks for Business and Finance

• 47% of paid search clicks for the healthcare industry

• 35% of paid search clicks for the Technology industry

• 37% of paid search clicks for the Retail

• 37% of paid search clicks for the Travel Industry

• 39% of paid search clicks for the Real estate industry

• 40% of paid search clicks for the Automotive industry

Does Bing compete with Google?

Google vs. Bing! Around 12 billion searches are done on Bing every month. On the other hand, Google witnesses over 100 billion searches. So, on comparing, you might be wondering why Bing even exists, right?!  Trust us on this; Bing is much bigger and more significant than you think. And, many advertisers have started to notice the efficiency of Microsoft Advertising. It won’t be a surprise if many businesses start to shift their attention towards Bing, leveraging its unique features and boosting their sales.

If you want to start your ads, make sure to contact us today, and we will help you skyrocket your business. Are you ready to start advertising? Google or Bing?! Hmm, let’s see!

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