Let’s get the elephant out of the room shall we? According to 2019 data from StatCounter, Google dominates with 95.5% search engine market share in Singapore, followed by Yahoo and 2% and Bing at 1.29%. Yes, we are aware that Bing only holds a small proportion of the market which is why we are going to determine whether Bing ads are really worth it. 

Benefits of Bing Ads 

3 versus 1

Did you know that if you opt to go with Bing advertising, your ads are shared on it’s partner networks too (Yahoo and AOL) which means that you are getting a much higher reach than you first would have anticipated. And to put you at ease, your Bing ads for the most part will look exactly like they would on Google ads, so really the only difference here is that you are able to serve them to three different audiences rather than one. Bing also shows more ads at the top of the page than Google for most searches, giving advertisers more opportunity to get one of the top spots.

 

Demographics 

Is your target audience above the age of 35? If they are, then perhaps Bing Ads is the way to go for you as if not, you may be missing out on a large proportion of the market with 72% of bing users being above the age of 35. Not only that, but more than a third of Bing users on average earn over $100,000 per annum, meaning that there are quite some profitable leads present within this sector. Furthermore, users on Bing and Yahoo sites are likely to spend 21.5% more than the average web searcher.

 

Better Metrics

As the competition for keywords is lower on Bing, bids also tend to be lower, which means you can get more conversions for less. Because of this lack of competition, it also means you can achieve better positions and obtain cheaper costs per click for less. Research suggests clients who were serving ads on both Google and Bing saw that their Bing advertisements had lower search CPC’s, averaging 33.5% cheaper CPC on Bing compared to Google. Not only that but their ad placements were in higher spots and were generating higher CTR’s. 

 

More complex targeting options

Unlike Google, Bing advertisers are can exclude desktop and tablet traffic from their marketing campaigns whilst also able to adjust the bid for tablet and mobile users from -20 to + 300%.  

 

Search Demographics

Whilst the function is still present on the Google Display Network, the option to select and change the demographics of your target audience is not available for the Google Search Network. However, it is available to do so on Bing and you are able to adjust it in quite a complex and targeted way. Bing Ads has the ability to control the gender and age demographics for all dynamic search Bing ads

 

If you need assistance with starting your Bind Ad Campaign, reach out to a digital marketing agency Singapore. Digital Squad is an award-winning SEO Specialist Singapore who can help you every step of the way. For all Bing Ads Singapore, contact Digital Squad today!