Microsoft’s Bing commands just over a 30% share of search engine ad spend. Google dominates with 70% of the ad spend and also enjoy the great mind share in the marketing world which makes it difficult for Bing to get more ad revenue. According to the Adobe Digital Index’s Q3 Digital Advertising Report, Bing delivered by far the highest revenue per visit in the third quarter of a little more than $3. Google, by comparison, returned around $2.50 and Facebook less than $1.50. And this is not happening for the first time, it happened last year too.
“Bing does have a lot of cool widgets, like its airfare price hook-up tool. They’ve done some interesting things,” says Adobe Senior Analyst Joe Martin. “We’re telling marketers in search to look to maximize their Bing spend first, especially if they’re getting high quality traffic there. By looking at the revenue per visit, focus on the clientele giving you a better conversion rate.”
Martin points out that the search business, while seemingly mature, is still growing and evolving. Global ad spend in search was up 22% for the quarter, and while Google claimed most of that cash with a 70% share, that was a 1% dip from last year. Bing’s total ad revenue, meanwhile, increased by 39%. In the U.S., Google was up 3% while Bing rose 28%.
If you are a marketer, keep in mind that Bing is always growing and delivers great results.