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Insights Should Bing be part of your digital marketing strategy in 2022?

By Andre Buxey, Head of Performance

15 Mar 2022

4 minute read

microsoft bing window


While there are pros and cons to everything, Bing is often touted as crucial for digital marketing in 2022, particularly if you are looking to reach new audiences.  

Battle of the search engines

From the outside looking in, one would assume that all search engines are relatively similar. Wrong. If you think about it, you could conduct the exact same search on the various search engines, but yield different results on each. This is primarily due to the difference in the ranking factors of each, which also filters down to the success of your digital marketing efforts.

With technology and online operations having become an integral part of the success of any business in the past few years, it comes as no surprise that businesses around the world are constantly looking for ways to ramp up their digital marketing efforts. Although there are several search engines to consider, with Google being the most popularised, let’s take a closer look at one of the other prominent ones – Bing.

Unlike Google, which has a much wider global reach, it is reported that the majority of Bing users are from the United States and are generally less tech-savvy than the average Google user. Despite this, there is a reason why Bing is touted as the second leading search engine, accounting for approximately 10 percent of UK online search volume (according to Statista), so there is merit to including it in your digital marketing in 2022.

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Why you should consider Bing for your digital marketing

Reach and audience segmentation
That being said, because of its affiliation with Microsoft, Yahoo! and DuckDuckGo, turning to Bing for your digital marketing could help you reach new audiences. This is because the ads that run on Bing are also placed on the aforementioned search engines. Collectively, the estimated reach thereof is a third of the global search engine market share. Another drawcard to opting for Bing is the audience segmentation that it offers, which means that your ads and promotions will be more targeted and allow you to reach specific demographics.

Cost element
Whether you have millions to spend on your digital marketing in 2022, or whether you are just starting out with limited financial resources, Bing is a lot more budget-friendly. Through Bing Ads, you can set a daily limit that is in line with your budget, giving you better control over your finances. This also makes it more flexible and accommodating of even startups and any sort of entrepreneurial venture. Additionally, Bing charges for leads, i.e. the ads that users actually click on, meaning that you pay for more valuable interactions with your ads.

Visual search results
Depending on your target audience, Bing’s heavy focus on incorporating visual search results could be beneficial to you. This is particularly true if you are targeting a much younger audience, as newer generations tend to enjoy consuming more visually-focused content. The more “visually immersive” search results were rolled out following Microsoft Bing Search’s update in early 2021. In fact, if your core business operations are in the photography, culinary or travel sectors, amongst many others, then this could take your digital marketing efforts to the next level in 2022. 

Final thoughts

Although Google Ads is still the most widely used option for digital marketing campaigns, ignoring Bing could be to your detriment. This is especially true in the long run. In addition to all of the aforementioned considerations, Bing is said to have a more loyal user base, meaning that your digital marketing efforts could just strike a chord and secure returning clients. Writings on the matter suggest that nearly half of Bing users are over the age of 35 and lead a relatively stable life, financially and otherwise, giving them potentially more buying power than younger users. 

Therefore, the wise thing to do would be to incorporate Bing into your digital marketing alongside your other ad campaigns including Google. This can be viewed as another way to diversify and strengthen your marketing strategy, particularly if you are seeking a B2B advertising platform to better engage with other businesses. 


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