Updated: Jul 1
In today's highly competitive marketplace, companies must ensure that their online marketing practices effectively target the right people in the right place. Organic search strategies help businesses attract traffic and reach new customers in the long run. Still, they do not guarantee that your product and services will be in the Search Engine Result Page (SERP) every time a potential client searches for it on Google or Bing.
That’s why it is critical to invest in a Search Engine Marketing (SEM) strategy. SEM helps businesses expand their reach by ensuring their products and services are visible on SERP's first page. In addition, SEM uses paid advertising to assure that your business will appear as a result in the search engine results page when a potential customer types a particular keyword that’s relatable to what you sell.
What are the most significant search engines in the market?
There are two big players in the search engine market currently - Google and Bing. While Google is well known and there is no need for introduction, Bing, a search engine powered by Microsoft, is often overlooked by PPC advertisers. However, the Microsoft network has over seven billion monthly desktop searches (Source: Microsoft Insights); Which makes Bing an excellent tool for small-to-medium-sized businesses looking into expanding their reach.
How Google and Bing Ads Helps Businesses Achieve Their SEM’s Goal?
While Google is the tool that helps you reach a broader, diverse audience faster, Bing enables you to expand your reach to a more fine-tuned audience. Therefore, it would be best to use both search engines concomitantly to achieve your SEM’s goal more consistently.
How Bing Ads Fits Into an Overall Search Engine Marketing (SEM) Strategy?
To assess how Bing Ads fits into your overall SEM strategy, you need to have a clear picture of your target audience and how much money you can invest to reach your audience more productively. Because whether your SEM’s goals are lead acquisition or sales, Bing is less competitive and cheaper than Google Ads and presents an excellent opportunity to target people more effectively.
In addition, 73% of the Microsoft Network users are under 45, the majority of the searchers in the Microsoft Search Network are desktop users, and 36% have a household income in the top 25% (Source: Microsoft Ads Insights). Thus, small-to-medium size businesses will make the most out of their PPC investment using Bing if their products and services appeal to a more mature audience with considerable buying power.
At the end of the day, Google and Bing are equally valuable to your business; that’s why it is essential to understand your target audience and have a well-defined plan to distribute your budget more efficiently.