Brisbane is Queensland’s capital and the third most populous city in Australia, next to Sydney and Melbourne. Much like the weather, the people here are warm and friendly. Whatever your interests are, the city likely has it–whether culture, art, food, natural wonders, and technology. Much like Sydney, Brisbane has been positioning itself as a tech and innovation hub for Australia. However, more and more companies migrate to Brisbane because the market is not yet as saturated as Sydney. Another advantage is the rich talent pool and the lower cost of living.
When you ask about SEO, the default search engine that people think about is Google. And the knee-jerk response is understandable considering Google’s dominance of the market. You can ask around, and people may be surprised that Bing still exists. But it does, and you may be even doing your business a disservice by overlooking the search engine as a potential ad platform.
Bing Ads are similar to Google Ads, but they have different business models and methods. You need the help of SEO brisbane services to get the most out of your investment by boosting the leads and conversion.
Here are some of the advantages of investing in Bing Ads:
E-commerce businesses can leverage Microsoft Shopping Campaigns or Bing Shopping to boost your sales. For example, according to Microsoft, the platform has nearly 14 billion unique searches each month, with about 13% market share for desktops and laptops. More than 5 in 10 of the searches are for product queries. Meanwhile, Bing is also continually expanding its reach as Google’s market dominance has plateaued, particularly in Australia and the United States.
Bing appeals to the “can afford” demographic. About 4 in 10 of Bing users are from 35 to 54 years of age. About 5 in 10 users have an average income of $75,000 or more. It means that you have a captured audience with the purchasing power to actually help you make money. With that said, you have full control of your target demographic so unwanted and irrelevant traffic is kept out of your website. In contrast, you can only perform this task on the Google Display Network as it is not available on Google Search.
Bing Ads is much cheaper compared to Google Ads. You can budget less than 50% of your Google Ads spend. For instance, the cost-per-click of Bing Ads is about $8 compared to $20 for Google Ads. Depending on the industry you are in, you will even more on less expense. Why is this so? It is because of less competition for advertisers bidding for Bing Ads.
Another benefit of Bing Ads is the Target Device Option, where it filters out the devices that are not relevant to your needs. For example, if you have an app dedicated to Android, Apple devices will automatically be excluded, which helps bring down your bidding investment.
You can import your Campaigns from Google Ads, which saves you a lot of time. It means that you do not have to waste money in creating a new campaign to be deployed on the Bing Platform. You hit two birds with one stone by creating an ad for Google and launching it on Bing. But make sure you remember to pay attention to your budget and bids, especially the minimum bidding amount for Bing compared to Google. The time of day and the location targeting is also different for Bing, so keep that in mind if you are used to advertising on Google. Another area to look for is the use of negative keywords. Instead of the broad matching used on Google, you need to tweak it a little for a phrase match.
Of course, nobody is expecting Bing to make a dent of what Google can offer in terms of reach. For example, according to data, more than 9 in 10 people still use Google when searching online. In contrast, Bing only captures 8% of the market. But with an estimated 22 million users in Australia alone, that small percentage still accounts for 1.76 million people.
In recent years, Bing is slowly inching its way up the rankings as Google lost ground. Using SEO brisbane services, you can funnel more leads to your website from an entirely new audience. These are customers that your competitors may have overlooked because they invested heavily in Google Ads. It is simply a sound business strategy to cover all grounds.