In 2016, opportunities outside of Google are becoming increasingly important to our mission of achieving growth for our clients. A large chunk of this opportunity sits within the 18% market share that Bing now owns in the UK. We brought our paid advertising team and our clients together with experts from Bing to consider the possibilities of this exciting prospect. In case the market share wasn’t enough, we provided coffee and croissants too.

First, let’s get some statistics out of the way: over 15 billion searches are answered on Bing every month, for 621 million people. 138 million of these users are in Europe, and over half of U.S. consumers are using Bing. Forget the comparison with Google’s numbers; Bing is working and they are competing. More intriguing than the volume of users are  the habits they have: Bing reports that  on average their users spend 80% more and convert 20% more often.  Our numbers at 4Ps back this up –  we actually found that our Bing PPC converts around 30% more often than our Google PPC. You can find out how your Bing traffic stacks up by using our Bing and Google traffic value comparison tool.

So, what do you have to do to take advantage of this opportunity? The answer is surprisingly simple. You can import your Google campaigns to Bing Ads with just 3 clicks, leaving you ready to tuck into your piece of the pie. Our bidding software, Kenshoo, also uses a campaign mirroring feature to link campaigns on Google and Bing, meaning keyword and ad copy changes only need to be made once. This is super useful for driving additional traffic through Bing without too much of a headache.

Despite our optimism for the future of Bing, we have no doubt that Google will continue to be the biggest player in our game for years to come. That means we’ll continue to pay considerable attention to growing our clients’ visibility there, but we cannot focus all of our efforts in one place or we risk missing out on a huge opportunity for growth. Microsoft CEO Satya Nadella has a fantastic quote that we need to continue reminding ourselves of: “Our industry does not respect tradition. It only respects innovation.”

4Ps isn’t just another PPC management agency. To discuss how paid search strategies can work together with display advertising and smart SEO across multiple search engines, including Bing and Google, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels.