When it comes to search marketing, Google reigns supreme. As the king of search, Google controls close to two-thirds of the US market share among leading search providers and is routinely ranked as the most visited website in the world. The search engine processes over 40,000 queries per a second, which adds up to over 3.5 billion searches per a day and over 1.2 trillion searches per a year.
Part of the reason Google monopolizes so much of the market share is because it has been around longer. “Google started in 1999, while Microsoft (Bing) seriously started the search engine efforts only in 2005,”
Nikhil Dandekar explains in Forbes, “Most search systems and algorithms are iterative. By iterative, I mean that they get better over time as you keep improving on the previous versions. Google, having started 6 years earlier had a lot more time to iterate on and refine their systems and algorithms compared to Bing.”
However, with that being said, Bing is gaining traction in the world of search. Bing, formerly known as Windows Live Search and MSN Search, is Microsoft’s search engine. Bing also powers the search engine Yahoo.
Today it is estimated that Bing, in conjunction with Yahoo, serves just under one-third of all searches. In September of 2016, Bing surpassed 20 percent market share in the UK. That means that the search engine now powers about 1 out of every 5 searches in the British Isles. That isn’t too bad considering its competition, Google, is nothing short of a search goliath.
So, what should you know about Bing vs. Google? We’re here to break it down for you.
Bing vs. Google: What’s the Difference?
Both Bing and Google ultimately serve the same purpose. A customer types in a query and both sites work to find the most relevant responses to that query. However, the ways in which these two sites find and display responses varies, largely because the algorithms the two search engines use are different. That means that the same queries in both engines may yield slightly different results in each.
Beyond that, there are some differences in capabilities and user experience that it’s good to be aware of. Let’s take a look.
· Bing likes to think of itself as a decision engine, not a search engine. Bing has attempted to situate itself as more a decision engine as opposed to a search engine, meaning that it works to present users with results that have more real-world context.
· Bing arguably has more advanced image capabilities. They say multimedia rules on Bing whereas Google is primarily text based, Bing has invested a lot more into visuals. Just check out the stunning visual of the day on the Bing homepage. As a result, Bing does have a slight edge over Google when it comes to images.
· Bing’s video search is a lot better than Google’s. When you search for a video on Google, you get a vertical list of videos with small thumbnails. If you click on the video. you leave Google and are directed to the site on which the video is hosted. By contrast, Bing displays video search results as a grid of large thumbnails. You can actually click on a video and play it without leaving Bing. For some videos, you will even get a preview by hovering over it.
· Bing is better at integrating social into search. Google does use social signals when ranking web content, but Bing has actually integrated social media content directly into its search results. That means that if there is a Facebook post offering in answer to your query, it will show up in Bing SERPs.
· Google’s shopping suggestions are generally better than Bing’s. Shopping is one area where Google beats out Bing. Google shopping suggestions show up more often than Bing’s and they often tend to be better. So if you’re looking to get some online shopping done, your best bet is to head to Google.
The bottom line is that while the two search engines are similar, they certainly aren’t the same. Therefore, it’s good to be at least generally aware of the differences.
4 Reasons Why You Shouldn’t Ignore Bing
Google has the upper hand in terms of search marketing and Bing probably won’t steal Google’s crown anytime soon. However, that doesn’t mean that you should ignore Bing. In fact, there is a business case to be made for integrating Bing into your search marketing strategy. Not only is Bing becoming more popular, it is upping the ante in terms of its offerings to marketers.
In the second half of 2016, Bing pretty quickly upped its game. The search engine now has implemented advertising tools and features that are comparable to those of Google. Believe it or not, at this point Bing actually even has some features that Google AdWords doesn’t. When it comes to search advertising, here is why you simply can’t afford to ignore Bing.
· The Bing ads app. Back in 2015, Bing launched a new version of Bing advertising accounts along with a Bing Ads app. This app makes managing search campaigns incredibly easy and hassle-free. This is a great feature for account managers who need to manage campaigns on the go.
· Expanded ad text. Right after Google announced expanded text ads, so did Bing. All advertisers worldwide can now integrate expanded text ads into their Bing advertising campaigns. Reportedly, the ads work flawlessly across all device types.
· Shared budgets. With shared budgets, advertisers can run multiple campaigns under a single budget, which makes the logistics of running campaigns even smoother. As an added bonus, Bing will automatically adjust how your budget is spent across all campaigns in order to maximize ROI. What could be better?
· Expanded device targeting. With expanded device targeting, advertisers can adjust bids for different device types and combine targeting by device type with a range of other targeting criteria, including location, time of day, age, and gender. So, if you only want to target male millennials using their device in the morning, you can. These targeting options have the power to make your campaigns all the more lucrative when leveraged effectively.
Going forward, it’s a good idea to keep your eye on Bing. As the search engine continues to roll out new features and leverage new technology, it may become even more of a competitor to Google.
Integrating Bing into Your Search Marketing Strategy
In conclusion, integrating Bing into your search marketing strategy does offer a number of unique advantages. It can be an excellent driver of brand visibility, leads, and sales. However, you won’t want to give up Google advertising anytime soon. The key is to find a way to leverage the power of both search engines’ marketing capabilities in order to maximize your ROI. Need help? Contact the 10twelve team today!