The Big Bing Theory !!

Microsoft has recently introduced a revamped version of Bing. This hasn’t really caught on a trend yet, but going by its fresh approach and bold marketing campaign “BingitOn.com” Microsoft is certainly trying pull Bing out of the image it had for the past so many years. This new version is perhaps the biggest revamp since Microsoft introduced Bing three years ago. Apart from upgraded crawl settings, a re-written indexed explorer for SEO and webmaster tools for analysis through statistical data and charts, Bing has brought in a new perspective to the search results.

BingitOn

Bing's marketing campaign

Since both Microsoft and Facebook share a common rival – Google, the two have joined hands to improve the searches by tapping into the expertise of friends on Facebook and other social platforms. This is a fresh approach to how searches were being made so far, providing a personal search result. It is shift from only providing search listings to helping make decisions.

All said and done, marketers would still be inclined towards placing their money on Google. It still remains a widely used search engine. Even while Bing may claim to churn up better or at least the same quality of searches, Google has become more of a habit with the people. It may not be easy to bring in another product of the same value and asking people to start using it, unless they clearly see a benefit or value which they are not currently getting.

Yes, eventually everything boils down to money. Should companies look at placing their bets on Bing’s adCentre? A look at the statistics will reveal that while Google has a firm grip of around 66% of the US market. Microsoft and Yahoo together serve upto about 34% (Source: Competepulse). Using Google for your SEM efforts will still get a large percentage of the traffic. However, it may not be wise to complexly ignore the traffic coming from Microsoft and Yahoo.

Source:http://blog.compete.com/2012/07/11/june-2012-us-search-market-share-report-bing-grows-google-down-continues-trend-seen-over-last-12-months/


And why should one look at placing money on this trailing rival. To start with 33% of the population is not an insignificant chunk. Considering that Bing’s ad rates (CPC) are relatively lower than Google’s, and it offers more flexibility in creating your ad plan, the ROI you would get from Bing would be better than that of Google. Bing’s ad platform results are found to be, on an average, similar to that of Google. While retail companies are said to get better results on Bing, for B2B the conversion rates are much the same. For those who crunch the Google analytics data to see their website’s performance, Bing has the webmaster tool dashboard which contains statistics, data, graphs etc. on your website performance in search.

Using Bing in your organic SEO strategy will target those set of audience which Google may perhaps miss out on. Also, heavy competition on a set of keywords may only make visibility on Google a tedious task. On the other hand, you can easily win a few additional clicks with the same keywords on Bing. Moreover, with one search engine rolling on updates which hampers your website traffic drastically, you can still feel relieved that the other search engine is still going by the old rules to keep the traffic in flow. So if your business leads have reduced due to the Penguin Panda effect, your website on Bing will still able get you its share of traffic. This certainly seems like a low hanging fruit that can come easy.


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