When business owners think about search advertising, they typically think only of Google. While Google is an important place to advertise, it’s not the only search engine consumers use. Here are four reasons you need to be advertising across multiple search engines.
Google Only Accounts for 64% of Searches
While this shows that Google is still winning the search engine game, with two-thirds of the market share, there are still plenty of opportunities you’re missing out on if you’re only advertising on Google. And, Google’s market share has dropped in recent years; in 2010, Google accounted for 72% of all searches. In addition, now that Google has removed right-side ads from desktop searches, any loss of inventory may be regained by advertising on other publishers like Bing, who hasn’t yet followed in Google’s footsteps.
1 in 5 People Use Bing
If you’re not advertising on Bing, you’re missing out on nearly 20% of searchers. Bing reports that they can reach 56 million retail searchers that aren’t reachable on Google.
Here are some other interesting Bing stats:
- 39% of users are between 35-54 years old.
- One-third of the Bing Network audience has a household income of $100,000 or more.
- One-fifth of Bing users live in the U.S. South Atlantic. (So, if your business is located in that area, you should definitely look into advertising on Bing.)
- Over 50% of Bing users have a college degree.
Siri, Cortana, & Alexa are Powered by Bing
If you have an iPhone and ask Siri a question, the search results you’ll see and hear are from Bing. Same goes for Cortana and Alexa. With voice search on the rise, you can’t afford for your business to be absent here.
12% of People Use Yahoo
While not the highest percentage of searchers, this number does still account for potential customers you could be missing if you’re not advertising on Yahoo.
So, What Does This Mean for Me?
Advertising solely on Google means your ads could be missing about 30% of your target audience where and how they prefer to search. And, that percentage could be even higher based on your target demographic and their search method of choice.
Advertising on multiple publishers cannot only result in more opportunities to get in front of your target consumers, but could also potentially lower your advertising costs and increase ROI. By optimizing your advertising performance across multiple publishers, you can reach more of the right people when they’re ready to buy, regardless of search engine or device.