Shout Insights

5 Reasons Why Australian Companies Should Use Bing for Search Engine Marketing

For years, Google dominated the search market in Australia. And while they still have a dominant lead, another player is separating themselves from the crowd and could make a run at being a legitimate contender in the search market.

That is Bing, the search engine Microsoft created in 2009. 8 years later it still has a long way to go to competing with Google in terms of numbers.

However, they have pulled away from competitors like Yahoo, DuckDuckGo, and Baidu in the Australian market.

Plus, they offer a lot of benefits to companies who use their services, such as lowered cost per clicks (CPC), a new market, and additional search features for customers and businesses.

5 Reasons why you should add Bing to your search mix

  1. Search Engine Marketing Share – Let’s not sugar-coat this, and make it seem like Google will go away anytime soon. They control 94% of the search market in Australia. That is the reason why most of the search articles we discuss on this site focus on Google.

However, as you can see from the data below, only one other search engine has remotely stood out from the crowd: Bing. Yahoo, DuckDuckGo, and every other search engine has less than 1.5% of the Australian search market.
Conversely, Bing has 4.43% of the market. This is a long way from the 93.95% Google has, but it’s certainly a wedge.

  1. Bing Video Search – Before we go too far here, we need to remember that Google owns YouTube. However, Bing on its own has a far better search engine to view videos.

Trends indicate that 79% of all global web consumer traffic by 2018 will go through video. Therefore, having a better format for watching those video on a search engine could provide Bing with the boost it needs to increase their results.

  1. Google Import Tool – A dominant player like Google wants to keep you on their search engine. However, up and coming players want to convert you from the existing to newer and better tools they offer.

Bing is no exception. That is why they created a Google import tool to help search engine marketers import their PPC ads directly from Google to Bing without any hassle in cross-promoting your ads on both platforms.

  1. Bing integrates with all Windows 10 devices – One of the reasons why Bing can stay strong in the face of relentless competition is that they have a native platform that encourages users to work with them.

This means that every website user on a Microsoft service can use Bing for their searches. This adds a lot of value for incorporating what users do on a regular basis to drive search traffic.

  1. Lower Cost Per Clicks – On average, Bing has a lower CPC than Google. The challenge is that they do not have the reach.

One case study however showed that Bing had a 62.23% lower conversion rate than Google.

One of the obvious reasons for this is that Bing charges less on their auction-based system than Google. Both sites charge advertisers on the number of offers per page per advertiser. However, with all of the attention on Google, Bing is seen as an afterthought to many small and medium-sized businesses.

Bonus: Better keyword analytics – One final point is that Bing still shows you which keywords drive your search traffic.

Almost two years ago Google made the decision to stop showing keyword results for search traffic on Google Analytics. They encrypted the data, so marketers could not determine which keywords drove the most traffic.

This lack of transparency means you have to do more work to determine the best ways to increase your organic search.

This is not true on Bing. Bing provides you with all the keyword data you need to improve your search traffic. This is a boon for small business owners who might not know which keywords to target.

Final Thoughts

Google dominates search; they have for the past 15 plus years. However, Bing has made significant inroads into that dominance over the past decade.

For this reason, you should consider looking at them as a supplement to your current search strategy.

If you want to incorporate Bing into your search marketing strategy contact us at Shout for a free consultation.

Michael Jenkins - CEO

Michael Jenkins

As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it's inception in 2009, Shout has built a strong reputation as one of Australia's leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.