In the paid shopping world, Google continues to be the first channel launched and prioritized for marketing budget. Google’s market share dominates at 87.34% but Bing’s 10.15% has a lot to offer and here’s why you should consider also carving out budget, or expanding with incremental, into Bing shopping:
- Product feed and campaign setup can all be handled with a single login credential. Microsoft Advertising allows you easy access into Microsoft Merchant Center whereas Google requires unique login credentials to access each.
- Bing shopping campaigns will never be able to scale to the size of Google (due to market share), but return on investment is usually stronger on Bing due to lower costs. Shopping CPCs are on average 30% lower for Bing compared to Google with the right campaign strategy.
- Audiences skew older on Bing with higher levels of education. This could be a good match depending on your target audience.
- While Bing is considered to be less advanced with targeting options, there are integrations with LinkedIn data allowing for segmentation around users who work in specific industries, certain job titles, or at particular companies. This may be a great fit for certain products.
- Visually Bing’s PLA badges could be arguably be a little better than Google and encourage more engagement before clicking through to the advertiser’s site.
- Local inventory shopping search results on Bing uses a wider proximity range to match local listings, compared to Google, and also use a range of SERP features to display information.
While Bing does make it super easy to import from Google - all the way down to the product feeds - if you are an advanced advertiser, you’ll need to consider that Bing will likely require a different strategy due to differences in audiences, targeting, performance, etc.