Bing: the Importance of the “Other” Search Engine

Published: August 17, 2016  by 

Close up of a man searching the internet on a tabletIn 2015, 64 percent of users searched on Google and 33 percent of users searched on Bing and Yahoo, according to Search Engine Land.

“Do you want to ignore every third person that comes to your business’s door?” asked Bill Martin, our Director of Search Marketing here at BigWing. “Because that’s exactly what you’re doing if you’re disregarding Bing.”

If Bill were to ask a client that question, the answer would be, “Of course not! We want everyone to know about our business, buy our products, eat our food, or become the biggest brand advocates we have.”

People sometimes disregard the “other” search engine in their marketing. With the help of Bill, we’ll explain why Bing is a crucial resource that shouldn’t be overlooked in your campaign strategy.

Why diversify?

“Although there are more people using Google vs. Bing, it’s important to place a portion of a paid search budget with Bing. I usually recommend my clients begin with a 70/30 budget ratio, putting 70 percent of it toward Google and 30 percent of it toward Bing,” Bill said. “After the campaign has run for a few weeks, results can be gathered, and you’ll be able to see if more users are responding to Google vs. Bing. From there, the budget can be adjusted accordingly.”

Demographic differences

“For starters, the demographic differences between the two search engines are drastically different,” said Bill. “A few key points for Team Bing are the demographic differences and the results garnered when users search.”

The audience on Bing is older, wealthier, and more educated:

  • 72 percent of users are 35 or older. That’s compared to 53 percent of the U.S. population, according to the census.
  • 48 percent of users earn an annual salary of $75,000 or more, compared to only 35 percent nationwide.
  • 79 percent of users attended college, compared to 59 percent nationwide.

“Those demographics alone can help businesses determine if their clientele is on Bing. Are you a company with green, eco-friendly products? Are you a car dealership? It’d be a safe bet to say Bing is the search engine their target market uses,” Bill said.

Search results on Bing

“The ways users search on Google and Bing are also different,” said Bill.

Launched in 2009, Bing was created by Microsoft Corporation as a “decision engine” designed to retrieve more information in searches, to satisfy a user’s initial search query.

“Although both search engines want to help users find what they’re looking for, Google is used for getting information and Bing is used for actually getting users what they want,” Bill said. “There’s a higher conversion rate on Bing and the statistic that Bing users spend roughly 17 percent more than other Internet users emphasizes that.”

To test our Bill’s theory, we’ll search for “guitar” on both search engines.

Google:Google search results for guitar

“You can see in this Google result that we’ve got map listings for local guitar stores, some of their websites, and information about guitars,” Bill said.

Bing: Search results for guitar on Bing

“In this Bing result you can see it’s geared towards helping users find places to purchase guitars by the map listings for local guitar stores, their websites, and also the right-hand column with its photos and prices for guitars,” Bill said.

Which do you prefer? Bing or Google?

Are you Team Bing or Team Google? This question is as serious as asking if you prefer Gryffindor or Slytherin, Star Wars or Star Trek, Marvel or DC, Batman or Superman, or Captain America or Iron Man.

“Some Google users say they’ve never used Bing, when in fact, many of them have,” Bill said.

“Did you know Siri is powered by Bing? Did you know the default search engine on a new Windows computer is Bing?”

To see which you actually prefer, visit BingItOn and take their test, where you can vote on search results from Google and Bing.


(Pssst, we took the test and chose Bing all 5 times.)

“Bing doesn’t want to take over the world. They want to create a platform for users that want results they can’t find anywhere else,” Bill said. “There are tens of millions of users who deliberately don’t use Google, so reach them and use that knowledge to your advantage.”

We’re not saying you need to join Team Bing, but you should take into account the demographic differences and search results that could, in turn, benefit your marketing strategy.

Want more information about advertising with Bing?

Contact us.