Microsoft’s BING, after being perceived for years as “the little search engine that couldn’t”, has been making its move on Google and the results are starting to show. According to Comscore March 2017 research, Bing’s piece of the search pie in Canada is now at 17%.
This recent momentum has been fueled not only by Microsoft’s Cortana Voice activated search but also through new partnerships that integrate the Bing search platform with various apps, websites and devices that we use every day. Examples include Yahoo, Aol, Apple’s Siri, and Amazon’s Alexa & Echo. And more are surely in the works.
This means it’s time to pay attention to Bing as part of your digital advertising mix. It’s also time to pay attention to how search behaviours are changing. Voice search requires a different approach than we have been accustomed to. Just think how you would search when you speak a search command compared to when you type a search phrase out on a keyboard or even on a mobile device. See what we mean?
Ask our team how we can help integrate Bing into your ad mix. As a BING Certified agency we have the knowledge to help you get the most from this emerging vehicle and stay ahead of the competition!
Follow Up: On September 25th, it was announced that Google would replace Bing as the engine powering Siri, and the change began rolling out that morning. We have adapted our Bing practices accordingly.