Bing Advertising – Worth it in New Zealand?

  • Post published:September 7, 2020
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When you start looking at various advertising platforms for your business, there are a few key players. You might look at social media advertising, but you probably also see the value in the likes of Google Ads and search engine optimisation, as well.

But what about the small players in the game, like Bing, for example? Is Bing advertising worth it in NZ, or is Google the best and only option? Read on to find out.

Bing vs. Google – What’s the Difference?

Both Bing and Google are search engines – that much they have in common. You enter a search term, like SEO Auckland, get the results you want, and move on with your day. Still, there must be a reason why the two have such dramatically diverse followings. The two search engines are actually quite different.

Content Understanding

If you are starting to work on your SEO content and metadata, but you’re yet to choose a search engine to advertise on, then it pays to do this first. Believe it or not, both search engines understand your content in different ways. So, by optimising for one, you’re not necessarily optimising for the other.

Bing, in a way, is more conventional. It’s very clear in its expectations of how you format your keywords, page titles, and comprehensive metadata. Google is quite complex in how it interprets data. So, it’s in your best interest to outsource this task to a digital marketing expert to get better bang for your buck.

That’s not to say that you can’t use the same method for Google as you would for Bing, but you may experience vastly different results on the two search engines.

Domain Types

Google and Bing prefer and promote websites differently. What may rank highly on Bing may not on Google, and vice versa. The differences may not seem huge, but they can be.

For example, Bing tends to prefer top-level domains, such as .edu and .govt.nz, that sees a lot of traffic and/or has been online for some time. So, if you have an official website, then Bing may be an excellent option for you.

In saying that, Google has a far freer approach. As long as your website is popular or commercial, Google sees it as favourable.

Backlinking

Any SEO and marketing expert in New Zealand will tell you that backlinking is essential. This process involves adding links naturally to the SEO content of your site. However, both Google and Bing view this process differently.

Google believes that the more links on your site, the better it stands out, and the more authority it has. While Bing encourages backlinking, it doesn’t see it as the be-all and end-all of SEO importance. Both search engines, though, see the quality and relevance of backlinks as more critical than the quantity. So, bear this in mind.

The Social Stance

If your business has quite a massive social media presence, then you may want to put a lot of thought into which search engine you advertise with. One places more importance on your social media presence than the other. This can either be to your detriment or benefit.

Google has openly admitted that it doesn’t factor a company or individual’s social media into its search engine ranking – at least not at a base level. Bing, on the other hand, does. If you regularly receive a lot of likes, comments, shares, and retweets, Bing loves you. You can rank highly as a result of how popular you are on social media.

But is the Following there to Use Bing?

Google has a massive following and for good reasons. It has nearly 90 percent of the global market share, boasts a seamless platform, and even assists with personalising your searching experience. But that doesn’t mean other players in the game, like Bing, are lagging. They just fill up a different part of the market.

Some people prefer Bing because it has a desirable rewards programme. You can earn points while you search, and then spend those points at Windows and Microsoft stores.

Features such as this, and many others, are also seeing Bing growing at a rapid rate. In fact, its growth is faster than Google, right now. At this stage, around six percent of New Zealanders use Bing, but that figure is set to change.

And then there’s the target market. Your decision to use a search engine other than Google can be based on where your potential customer base is. The profiles of Google users and Bing users can be vastly different, and that might be what you’re looking for.

Bing users are often older, wealthier, and less tech-savvy. If that’s the market you’re trying to tap into, then Bing advertising can be worth it in New Zealand.

PPC Advertising Cost – Google vs. Bing

Now, more than ever before, spreading your business dollar further is crucial. So, looking outside of Google’s PPC platform may be worth your while if you need to save money. For the Google Search Network, the average cost-per-click is between $1-2. It’s less than $1 on the Google Display Network.

Bing’s cost-per-click is around a third lower than that of Google, at an average of $1.54 across multiple industries. As this search engine has fewer advertisers, there is less competition and, as a result, a more affordable ad campaign option.

Comparing Top Features

It’s only natural to wonder if Bing advertising is worth it in New Zealand. After all, it has relatively comparable features, but with one boasting a far larger market share than the other. So, if you were to compare those top features of each search engine, how would they stack up?

Local Searches

The ‘shop local’ trend has well and truly taken off, with more people than ever before keen to shop in businesses near them, rather than far away – or even in another country. When you search for something locally on Bing and Google, how do the two compare?

Both search engines bring up a map, but the results they bring up can be different. Why? Because Google will focus on your exact position and what’s closest. In contrast, Bing will provide a much broader view. They both show local results, but Bing brings in its results from a more general radius.

Maps

Gone are the days when you had to carry around a huge paper map to find out where you are and where you need to be. Both Bing and Google offer maps with expected arrival times and roads to take. The main difference between the two, though, is the time it takes to get to your destination.

Google overestimates – possibly to allow for any minor delays – but Bing can be a little more precise with no time to spare. What’s more, Google will offer information as you travel, such as telling you that the route you’re taking bypasses a closed road, roadworks, or a bridge. Bing doesn’t offer such information.

Making the Decision: is Bing Advertising Worth it in NZ?

The answer is yes and no – depending on your goals. Both search engines offer the same functionality, but their features can cater more towards you or against you.

Fortunately, if you want to try both – you can. If you are currently with Google AdWords, you can transition much of your campaign data over to Bing. However, you’ll need to set up your display ads, conversion tracking, and similar, from scratch.

If you’re not sure which search engine is right for you, then you can also ask the experts. Search engine marketing teams across NZ are more than happy to look at your business structure and advise you on the best advertising platforms to suit your unique needs.