Bing: The Laserdisc of Search Engines

(Bravo to the person that animated Chandler Bing on the Bing logo)

It’s the search engine that nobody talks about unless it’s brought up as a joke. It’s the Laserdisc of search engines. I try to bring up Bing professionally and the conversation quickly derails into questions about my sanity–even though it’s up to 20% of the market share in the US!

Here’s what I’ve found Bing to be completely helpful with.

1. Older demographics.
   Younger, tech-savvy people have an easy time switching browsers and arranging preferences. Older folk seem to stick with the defaults on their PC.
2. Bing Webmaster Tools.
   Why not have more data to comb over?
3. Interaction Rates.
   Our Bing Ad campaigns have higher interaction rates than Google Adwords ones. Why is that? It might just be a more focused audience with less to click on.
4. It’s Cheaper.
   Google Adwords is an extremely competitive marketplace for many industries. Many people can slide into a Bing campaign and benefit from low cost per clicks.
5. Ad Demographic Targeting in Search
   This isn’t available in Adwords. Bing will allow (when available) bid increases for certain groups.