what it is and how to use this search engine – WAU
Created in 2009, Bing is Microsoft’s search engine and today is Google’s main competitor. However, what many people do not know is that this search engine has some advantages over the market leader, especially when it comes to advertising strategies.
When we think or talk about search engines, the first name that appears is Google. After all, the North American company has a broad market dominance, with a share of around 92%, according to information from the Statcounter. However, there is life beyond Google, and today, its strongest competitor is Bing.
Created by Microsoft, this search engine may not be as well known, however, it offers some advantages for its users, especially when it comes to ads. After all, its platform, Microsoft Advertising – formerly Bing Ads – can be an excellent alternative to strategies for Digital marketing.
How about, then, learn more about Bing and what are the benefits of using this search engine? You will also find it interesting to understand the main differences for Google and how the paid ad platform can help innovate its strategies and, consequently, increase your results with Marketing. So read on to check it out!
After all, what is the Bing search engine?
Despite being the second in representation within its market, the domain of the leader, Google, is so big that this question really makes sense and many people do not know how to answer. Bing, however, is a search engine created by Microsoft and is nowhere behind other search engines, like Google itself or even Yahoo.
Created in 2009 to replace the old Microsoft engines – MSN Search, Windows Live Search and, the last one, Live Search -, Bing, as well as other search engines, allows the search for results on the web, images, videos, news and also the maps feature.
In the first months of operation, Bing’s growth was such that it quickly closed a partnership with Yahoo, then second in the market, and started to present the results of this search engine as well.
Currently, Microsoft says there are 160 million unique users using Bing to perform searches and searches.
Who uses Bing?
Despite the importance of Bing in the market, many people wonder who uses this search engine instead of Google.
ComScore data, for example, shows that the typical user is between 55 and 64 years old, and today, represents about 1/3 of desktop research within the United States.
Despite Google’s high market dominance, Bing is a widely used tool, mainly because it is the default search engine for the devices on which it is used. After all, all Microsoft products use Bing and, therefore, a considerable portion of users use this mechanism to search.
In addition, some mobile device tools also use Bing as the default search engine and increase service usage.
The best known are the Amazon Kindle and Apple’s Siri, two popular features on smartphones and tablets that increase Bing’s market share.
But the desktop is, without a doubt, the most used device when we talk about Bing. In August 2018, for example, 6.57% of searches worldwide were made using the search engine, while in the same period, 14.29% of Americans used the Microsoft mechanism.
The places where Bing is most relevant are Canada, the United States and the United Kingdom. Considering all devices, the Microsoft tool represents 4.48% of the British market, 4.31% of the Canadian market and, on North American soil, it has a share of around 5.59%.
Outside these countries, Bing is not so successful. To give you an idea, in the three countries that have more users connected to the internet, in addition to the United States – London, China and India – the search engine is practically irrelevant.
Among the Chinese, for example, Bing and Google, together, serve just over 5% of the market, dominated by Baidu, with a 64.55% share.
In London, Bing loses to Google: 97.35% versus 1.32% when considering all search platforms.
What advantages does Bing offer?
Bing has some features that Google does not offer to its users and that can end up being a differentiator. The main one is checking news. In an era marked by fake news, the search engine indicates which contents are, in fact, real and which are not true.
In addition, another advantage is that Microsoft allows users to save search results – news, images or even videos – for use at a later time.
When using the search engine on mobile devices, some interesting features show, for example, restaurants and gas stations closest to your location.
What are the differences between Bing and Google?
When performing a search, the interface of Bing and Google are not that different – what changes between them is the layouts. While Bing bets on photographs with beautiful landscapes, Google continues with its simple and minimalist structure, so that the user’s focus is exclusively the result of their search.
Regarding the quality of search results, Google and Bing don’t show much difference. However, when the search requires greater precision in relation to time – when searching for recent news, for example – Bing will not necessarily present what is newer and more relevant.
But the main difference between Google and Bing – aside from the number of users, of course – is undoubtedly on their ad platforms.
What is Microsoft Adverstising?
Advertising on search engines is as fundamental to a Digital Marketing strategy as creating a blog or making your brand’s social networks relevant. Knowing this, Microsoft invests in its own online campaign management platform. Until early 2019 called Bing Ads, today is Microsoft Adverstising.
The idea of this platform is to assist in the execution of advertising strategies and its differential is the different segmentation options.
In addition to keywords, you can use location, language or even time to further target your campaigns and, consequently, achieve better results.
Besides that, some resources can be very useful to make your marketing strategies more efficient.
One is the link extension, which allows the inclusion of links that take customers directly to a specific page. Another feature is the use of images next to an advertisement to further attract the customer’s attention.
What are the differences between Microsoft Adverstising and Google Ads?
Those who are used to Google Ads may even think that the tool is superior, but the numbers show that Microsoft Adverstising has some differentials. The main one is in Cost per Click (CPC), which studies indicate to be 33.5% cheaper than on Google.
The focus of those who advertise on Google Ads is to take advantage of the number of users who perform billions of daily searches, while Microsoft Adverstising can serve as a complement, making your reach more precise and targeted by impacting a different audience at a lower cost.
Another difference between the two platforms is the type of budget that the user can make available for their campaigns. While Microsoft Adverstising offers the possibility of greater control with a monthly budget, Google Ads only works with daily budgets.
Microsoft’s own data indicates that 60 million users who are impacted by your online campaign tool’s ads were not reached by Google – an audience that was not being exploited correctly and that, if worked well, can further expand the reach of your brand.
However, as much as they are often identified as competitors, Microsoft does not see it this way. The design and layout of the campaign control panel are designed for those who already have some experience with Google Ads. In addition, it is possible to import campaigns from one platform to another in a simple and efficient way.
Despite Google’s broad market dominance, Bing is a relevant tool and can be very useful for you to be able to innovate your strategies and thus achieve the best results for your company.
When we talk about ads and conversion, Microsoft Advertising can be a differentiator for you to stand out amidst so much competition in the market.
Now that you understand how Bing works, be sure to also check out how Google works.