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There's no question that Google dominates the search engine market. It's often the first and only thought when dealing with search engines. However, astute marketers know not to ignore other options, especially Bing. Here are 5 reasons dealerships should consider Bing when crafting an online marketing strategy:
5. Bing's Market Share is Growing
Bing continues to increase its share of the search market. While Google still has a commanding lead in U.S. explicit core search, Bing has been making a healthy showing. According to the recent comScore search engine rankings, Bing's market share is 18%. That's a large enough chunk of the pie to make savvy marketers sit up and take notice.
4. Bing Web Search Results Are Preferred Over Google Nearly 2:1
In the recent “Bing It On” challenge, Microsoft blind tested Bing against search engine heavyweight champ Google. The study was carried out by an independent company, Answers Research who had participants conduct 10 searches drawn from a list of 450 possibilities. The results showed that more people preferred Bing over Google. Of the nearly 1000 participants: 57.4% chose Bing more often, 30.2% chose Google more often; 12.4 % resulted in a draw. If you'd like to do your own "hands on" test, you can take the Bing vs. Google challenge here to see which search results you prefer.
3. The New Bing: More Than Just a Pretty Face
Bing's new interface is certainly cleaner and more visually appealing. They've updated the logo, introduced new fonts and tightened the brand elements. However, the revamp isn't strictly cosmetic. The next phase of Bing pairs aesthetics with some additional bells and whistles to help improve search. These include:
Page Zero: Helping before you finish your search
Page Zero allows users to get answers or take action even before they see the results page. How? Key tasks associated with queries are shown as you’re typing. This not only supplies important information up front, but it also directly connects them with relevant content and additional answers on Bing and across the Web.
Pole position: Designed for high-confidence results
Pole position is the surface area at the top of the search engine results page. This feature is put into play when Bing believes it understands what a user is trying to accomplish and is reserved for special “pole position” treatment. It provides a larger answer integrated with the rest of the page. These larger-format answers are complete with links to enable users to take action or dig deeper into that topic
2. Bing is an Easy Way to Expand Your Market
Not only is it simple to implement, Bing will also help you reach millions of unique searchers, including ones who don’t search on Google. If your Google AdWords account is already set up it just takes a few clicks to port over your Google campaigns into the Bing Ads platform. Once in place, Bing Ads can help you reach up to 163 million unique searchers in the U.S., 54 million of whom do not search on Google. In addition, these new searchers spend 23% more than the average Internet searcher and 5.6% more than Google searchers online. That's certainly an untapped market that shouldn't be ignored.
1. Bing Ads: Cheaper and More Effective?
Are Microsoft Bing ads a more efficient, low cost way to generate leads for dealerships? Google’s Adwords program often gets the lion’s share of the digital advertising budgets, but maybe it's time to rethink that strategy. There's certainly less competition and therefore a lower cost to nabbing highly coveted keywords when using Bing - and cheaper doesn't have to mean less effective. According to Bing general manager Brian Utter, over the past year “healthy clicks” from the Bing Ads have seen a 25 percent increase. These “healthy clicks” are important because they maintain an advertiser’s return on investment.
Taking these factors into consideration, it's pretty clear that if you ignore Bing, you're ignoring a solid business opportunity.