In the realm of search engines and Ads, Google still maintains its pedestal. But somewhere out there, a new name is thriving within this ecosystem.
For the benefit of those who aren’t really an avid fan of it, Bing is the search engine platform of Microsoft. All over the course of its lifetime, this search engine had changed its name to about 4 times already – starting from Live Search, Windows Live Search, MSN search and then finally Bing last May 28, 2009.
Many of you might wonder why Bing isn’t as popular as the Windows OS. Well, Bing falls short against the other search engines during the past years because of a not-so-good marketing strategy. With that, Microsoft is determined to bring out good innovations for it and is now slowly introducing it to their consumers.
As part of their campaign about Microsoft’s expansion across the Globe, Bing Ads currently find its way across the land down under – Australia. This move was preceded by their Brazil conquest earlier this month in support to their goal of having the platform available in 27 countries.
The new Bing Ads was introduced to the Australian consumer last July 25 in order to provide their services on 5.5 million Australian Bing users. 3 million among them are unique to Bing Ads. With this, Bing Ads users will be able to introduce their products and services on the Australian consumers by extending their geographical targeting setting to Australia.
Bing Ads also promise to bring a whole new concept for the so called Search Engine Marketing (SEM) division. Using Bing Ads in SEM, you’ll be assured that they will offer resources that will help you boost your ad performance and reduce the time you spend managing such tiring SEM campaigns. This is made possible using the tools that are designed to optimize and ease your campaign.
The said launch was in partnership with Nine Entertainment Co., giving Mi9 (short for the joint ventures of Microsoft and Nine Entertainment Co.) its first venture into search advertising. Given this, the partnership admits the fact that Bing is very much a challenger in this field and they’re confident that the budding competition it will generate will keep the industry healthy.
According to the Bing Ads site, most Australian audience searching for goods and services in Bing typically spends 5% of their time more than the average searcher. Thus, it’s pretty reasonable that advertisers are provided with an opportunity to tap into a lucrative consumer base with a high propensity to buy their product.
Aside from offering them the opportunity to tap into such audience, advertisers can also:
- Control their advertising costs by setting a budget for each campaign and only paying when someone clicks on their ad
- Import Google AdWords campaigns into their Bing Ads account
- Quickly fine-tune their campaigns by running built-in performance reports
- Research keywords and demographics for a target market
- Save time and effort by managing campaigns across markets in one tool
During a recent interview with Microsoft’s global head of Bing Ads, he admitted that they expect to have a marathon against Google instead of a sprint. They pretty much accepted the fact that Google leads this industry. But at the same time, they think that they had their own aces in their sleeves. They knew that the need for search engines are evolving from just a destination experience into a platform that has multiple services. With this, they are confident that they can maintain to be steadily going faster in this competition.
Well, Bing Ads can solidly claim this since their market shares are slowly rising. As of now, they currently hold a 17% share in the market. Compared to Yahoo and the other search engines besides Google, everyone had seen a point deficit in their market share. By the way, Google still holds about 67% of the market shares.
Despite all of these, the happenings in this type of ecosystem is truly unpredictable. Whenever a figure goes up, going down is inevitable. With that, the task for Bing to further impress the market needs more tending. Well at least for now, Bing had brought a much needed competition in the search market.