- By Carla Bragagnolo
This past February Bing made headlines when they announced that they were rolling out “The Bing Ad Network”, effectively splitting up their previous agreement with Yahoo. The biggest change as a result of the split: Yahoo account managers no longer manage Bing Premium accounts.
These changes have given Bing back the power to manage their own accounts and the ability to move ahead with new partnerships, like their most recent deal with Google.
Bing It On
Better late than never. If you’re a business owner and you’re still not focusing any of your efforts on Bing in your local marketing strategy, now’s a great time to start. While Google still owns 67.7% of the search market share, Bing is slowly (but surely) creeping up. At 15.6% they currently own more searches than the other two search engines combined (Yahoo and Baidu at 14.8%). Add in the fact that Bing has a total of 60 million unique searches (not reached on Google) and it’s clear that there’s real value in having a presence on Bing’s search engine.
Less Competition Means Higher CTR
In a 2015 study on paid search performance metrics by Adgooroo, 18% of retailers who had ads on both Google and Yahoo!/Bing networks saw a greater CTR on Yahoo!/Bing. The reason? These retail ads were placed higher on the SERPS due to less competition.
Start with Bing Places
Interested in making efforts on Bing but not ready to fully invest in the ads? First thing’s first, start by getting listed in Bing Places — Bing’s “Google My Business” equivalent. Keep in mind that your business information may already be listed in Bing Places before you’ve even created your full profile. Due to the nature of the local ecosystem, Bing pulls local business information from Localeze, Infogroup, and Factual. So even if you’ve claimed and updated your listing information on the aggregators, it’s definitely still worth the effort to claim your listings directly on Bing as this will increase your local search rankings in Bing’s SERPS.
If you’d like to know more about how you can get started with bulk uploads on Bing, contact one of our local search experts for more information.