At Bing, we’ve done quite a bit to grow our market share. Today, you’ll find Bing powers search experiences from Yahoo to AOL, Apple to Amazon, and new experiences including Cortana, the truly personal assistant.
What’s unique about us is that we are committed to an open approach of partnering across the web to bring value to our users. We have strong partners which have helped us greatly to innovate and introduce Bing to more users than ever before. You’ll find us across platforms on iOS and Android.
We’re on a mission to grow Bing’s presence everywhere. It’s our partner-centric approach that helps us grow Bing everywhere.
This year, we’ve reached a big milestone of 20% market share.
And we expect this market share to continue to grow as deeply integrate Bing into Windows 10.
Bing and Search is a key strategic investment in Windows 10.
You’ll find search and Cortana directly on the Windows 10 desktop, giving a consumers a quick and easy entry point to find what they need. You’ve may have also heard about our new browser, Microsoft Edge, a new modern web browser, that will be available in Windows 10. We’ve integrated Cortana directly into this new browser.
Windows 10 provides a huge opportunity to continue to grow our user base and expose users to Bing and Cortana. 1.5 billion users use Windows everyday.
We’ve done a lot to grow Bing and when we look at the percentage of queries powered by Bing, it’s roughly 33%. According to comScore, when we combine Bing share with Yahoo share, we reach 168M searchers or roughly 33% market share in the US.
And despite the fact we have a great audience. It’s not just how many searchers we reach or how cost effective they are but who they are. Bing searchers spend more than the average internet searcher and on par with the average Google searcher in the US.
Bing searchers spend 145% more than the average internet searcher and 44% more than the average Google searcher. Additionally, our searchers are affluent (HH>75K) and well educated. We have a highly sought after and valuable audience
So, how do we capture our fair share and ensure advertisers are investing in the right channel or publisher. So, we commissioned Kenshoo to take a deeper look into how their clients can properly allocate spend for the search campaigns…using Marginal ROI.
So, let me turn it over to Chris who’ll take you through how to think about where to invest your next marketing dollar. We’ve used Bing and search as an example but this can certainly be applied across whatever marketing channels you invest it.
We also reach a substantial number of searchers across categories that cannot be reached on other search engines.
Business to Business = 7M Career Services & Development = 14M Directories/Resources = 38M Entertainment = 35M Gambling = 3M Games = 16M Government = 20M Health = 18M ISP = 5M Lifestyles = 24M News/Information = 35M Portals = 9M Real Estate = 14M Regional/Local = 19M Services = 46M Social Media = 26M Sports = 16M Technology = 21M XXX Adult = 18M Family & Youth = 11M
And that gap exists despite the fact we have lower CPCs than adwords.
Get more leads: How diversifying ad spend is better for business
PROGRAMMATIC MARKETING SOLUTIONS
Get More Leads: How Diversifying Ad
Spend is Better for Business
Chief Revenue Officer
Global Channel Development Leads,
• The webinar is recorded and will be made
available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at
1. The problem that Sensis faced
2. Bing Ads audience appeal
3. Setting up Bing Ads with Ad Cloner
4. Bid Optimization
How many publishers do you advertise with?
Sensis is Australia’s #1 marketing services
company. Our purpose is to engage
Australian consumers with businesses and
we deliver on that promise through our
leading digital consumer businesses, search
engine marketing and optimization services,
website products, social, data and mapping
So we decided to try Bing.
Bing has a smaller market share here, but by
expanding to target targeting both publishers
allows us to access the entire search market,
which improved performance.
But with 8,000+ campaigns, this would be
We’re always looking to improve the reach and performance of our
clients’ search campaigns, but the scope to do so is limited.
Reaching users across the right devices for making things happen
1 Billion Windows 10 Device by 2018
Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2015
Do you see value in cloning AdWords campaigns to Bing?
We’ve worked with Acquisio to roll out a two-pronged solution:
• We took advantage of Acquisio’s Campaign Cloner to recreate all of our customer
campaigns with Bing – this saved us weeks of manual labor and enabled us to get up and
running relatively quickly.
• After sending the campaigns live, we’ve used Bid & Budget Management (BBM) to optimize
the campaigns and regulate spend – pacing and over- and under-spend was a real issue for
us on our legacy search platform.
We’re seeing significant improvements in
campaign performance, especially in a couple of
areas where Bing outperforms here in Australia.
We can now target essentially the entire
Australian search market and in Bing can access
an additional channel that offers great value for
Since starting to
advertise with Bing Ads,
we’ve seen an overall
increase in clicks of 18%
with the average CPC
reduced by 16%!
Are you interested in learning more about:
a) Bid optimization for Bing
b) Ad Cloner for Bing
c) I’m ok for now