As the second largest search engine worldwide, Bing, which is owned by Microsoft continues to garner a growing share of the search market and represents an increasingly powerful tool in the field of digital marketing and advertising.
Although second place behind Google, the statistics on Bing's soaring popularity are clear. In the past year, Bing saw an average of 1.114 billion monthly users with nearly 900 million searches daily. Plus, Bing represents the default search engine for nearly 50% of the population and controls more than 36% of desktop searches in the United States.
Bing Ads and your digital marketing strategy
For healthcare professionals, Microsoft Advertising (also known as Bing Ads) should be considered an integral part of your paid online marketing strategy. While many healthcare professionals turn to Google PPC campaigns and ignore Bing for their marketing strategy, the truth is both can help your practice! Yes, investing in Google Ads certainly has many advantages, but Bing Ads also offers multiple benefits. As a matter of fact, most online marketing experts would say these two platforms work best hand-in-hand.
Are Bing Ads worth it? You bet they are.
With more than 1.5 billion devices powered by Windows and over 900 million people using Windows 10, Bing's Microsoft Advertising offers healthcare practices a valuable PPC marketing platform for reaching a large and diverse audience.
The number of Bing users is growing day-by-day. All new Windows computers have Microsoft Edge as the default browser, with Bing as the default search engine.
As the search engine for other Microsoft tools and products like Word, Excel, and PowerPoint, Bing can reach more than 50 million users, which Google cannot.
Microsoft partners with several smaller yet popular search engines like, Yahoo, AOL, DuckDuckGo, and more, enabling your practice to extend and even target their PPC ad campaigns across multiple platforms to reach a wider audience of prospective patients.
With a significant investment stake in ChatGPT, Microsoft will add AI tools to its Bing search engine.
Bing also represents a dominant search engine in voice searches. Just ask Cortana on your Windows devices and Amazon's Alexa. They both search via Bing!
Bing Ads also offers unique targeting options, allowing advertisers to reach users based on their search queries. Additionally, Bing association with LinkedIn enables businesses to precisely target users based on their profile information.
In addition to offering a high click-thru rate, and reasonable cost-per-click fees, Bing Ads perform well for the healthcare industry, attracting 47% of all paid search clicks.
Remember, the Internet landscape is ever-changing. As Bing continues to grow and evolve, its role as part of a well-rounded online marketing strategy will surely expand.
