In this post I want to share with you some interesting stats about the Bing search engine. And why Bing ads offer a valuable traffic source that you shouldn’t ignore.
What is Microsoft Advertising
But first let’s clarify what is Microsoft Advertising.
Bing is the Microsoft search engine. In many markets Bing search is the next biggest search engine behind Google.
You may have already heard of Bing Ads. It was the advertising platform to display ads on Bing. I say was because in 2019, Bing Ads was renamed into Microsoft Advertising.
The ads panel and features remained the same, only the name and logo was changed.
So the search engine Bing, remains as Bing. But the advertising platform is now known as Microsoft Advertising.
What do the ads look like?
Microsoft Advertising is a pay per click platform. Which means that you only pay when someone clicks on your ad.
In the Bing search engine do any search. When you look at the results, you can see the top results are labeled with ads.
When you scroll down to the bottom you see more ads.
These are the ads on Bing but Microsoft Advertising offers more pages for these types of ads.
Where do the ads appear?
PPC ads that are setup through the Microsoft Advertising platform appear on the Microsoft network and partner search networks. This consists of sites that are owned and operated by Bing, Yahoo.com and AOL.com.
Basically, when you advertise through Microsoft Advertising you have a wider reach for your ads then just Bing search.
Let’s have a quick look at the market share of the Microsoft search network.
Microsoft Advertising Market Share around the world
Here’s an overview of market share.
These stats were calculated a couple of months before the rebranding of Bing Ads to Microsoft Advertising. And these figures include Bing, Yahoo and AOL search grouped together.
As you can see Bing has a significant 33% market share in the United States.
It is the second biggest search engine after Google in the US.
Bing is also big in other countries. In this chart we can see that Bing has a solid presence in European countries especially the United Kingdom, France, Norway and Germany. But do not ignore Sweden or Spain as even a 10% market share will provide you plenty of clicks.
In the Asia Pacific Region, the biggest presence is in Taiwan with a market share of 26%. Followed by Hong Kong with 20% share of the market. And in Australia it’s growing, currently at 12%.
So you can see that Microsoft Advertising is present in the biggest markets around the world. And this trend is slowly growing.
Bing Ads is a Growing Traffic Opportunity
This traffic is a golden opportunity because it is smaller than Google.
I would like to mention that millions of people advertise on Google, making it overcrowded and saturated. And significantly more costly. That’s the advantage that Microsoft Advertising has. You can get top quality traffic at a lower cost.
If you are interested in learning how to start advertising on Bing then I have created a full beginners training for this course.