When it rose to prominence as a search engine alternative to Google, Bing became something of a punchline among Google enthusiasts. But the research network has not disappeared. In fact, the opposite has happened: over the years, Bing has managed to expand its user base to over 116 million people, claiming 11.22% market share among users of US office. This volume of search activity has been a boon to its Bing Ads product. Bing Ads, which recently rebranded as Microsoft Advertising, offers a major marketing opportunity that most businesses would be unwise to ignore. If you're a US-based company, ignoring Bing and its advertising network means shutting yourself out from a significant portion of your potential search-based audience.
In those terms, most marketers are eager to employee email database jump in and find out what they've been missing out on with Bing's ad products, including how they compare to Google Ads and how to leverage this technology to generate a return on marketing investment. Here's what you need to know to start using this advertising solution. Compare Bing Ads and Google Ads If you manage search marketing in any capacity, you already know how Google Ads works, including its strengths and limitations. This provides a simple frame of reference for understanding what Microsoft Advertising has to offer. The differences between Bing's and Google's advertising platforms are best broken down by analyzing the platforms from two different angles: the user base, or audience, and the function of the platform itself. Let's take a look at each to understand what Bing offers marketers.
The audience In terms of size, Bing's advertising network is much smaller than Google Ads, given that Google remains the undisputed market leader in search. This volume offers some advantages, especially when it comes to refining your audience targeting and reaching a niche audience. If you're a business that serves an extremely small customer segment, Bing may not offer the scale you need to deliver the kind of value you're looking for. For most businesses, however, the differences in the size of each advertising platform are a nominal concern. In fact, Bing's smaller user base may actually offer some advantages to some businesses. The most notable differences between Bing's audience and Google's audience relate to age and income level: Bing users tend to be older, with the typical user over 35.