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Search Engine Marketing on Bing vs. Google

Bing is the second most used search engine for searches within the United States. In context, it occupies 1.42% of the entire search engine landscape while Google occupies 94.15%. While Google has been in hot water lately, it still dominates the search market with over 5.6 billion searches done per day. Both Google and Bing are optimized for search engine marketing. So why would marketers or consumers want to use Bing instead?

Why Do Consumers Use Bing?

Bing is the default search engine on devices and browsers like Internet Explorer, Microsoft Edge, and all Windows computers. Unless users have another preference, this makes Bing the easiest to access on these platforms. Amazon Echo also uses Bing to generate search results from voice searches. Being a default search option on these devices and platforms has an advantage since users would have to download different browsers or navigate to a different search engine to conduct a search anywhere else.

Why Do Marketers Use Bing?

If you’re a marketer looking to target any of the aforementioned web browsers or devices, Bing gives you a competitive edge. For instance, you may have a better chance of reaching Windows computer users if you advertise using Bing.

Bing’s partner network, the collection of websites that show Bing’s ads, might be relevant to audiences you wish to target as well. For example, if you’re an eco-conscious business looking to target like-minded individuals, you’d want to advertise on Bing in order to show ads on Ecosia, a search engine in the Bing network that plants trees. Other websites on the Bing partner network include:

  • Verizon (which includes Oath, AOL and)
  • AOL (including syndicated partners)
  • Amazon
  • Wall Street Journal
  • CBS Interactive
  • adMarketplace
  • Gumtree
  • Ecosia
  • Infospace
  • Skype
  • Outlook
  • Cortana
  • Windows 10
  • Apple

Bing SERP vs. Google SERP

The Bing and the Google SERPs look almost identical. Both SERPs show featured snippets in position zero, and both use our location to generate those results. The most visible difference is in the video results. Since Google owns YouTube, video results are generated through YouTube. Bing is not restricted and shows video results from YouTube and elsewhere. Therefore, for this search Bing is able to generate more video results than Google.

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