Harmelin Digital Contributor: Cat Collis
Revenue from Bing Ads has increased by 16% from Q2 2015 to Q2 2016. This is in large part due to the adoption of Windows 10 and its web browser, Microsoft Edge. Bing is the default search engine for Edge, and also for Cortana, the Windows 10 “personal assistant.” Additionally, a growing number of searches on Bing are voice searches due to Cortana’s functionality.
What this means for marketers: Although Google continues to be the clear leader in terms of search share, Bing is making headway. Google tends to dedicate efforts to mobile search, which has eclipsed desktop search in total volume. Bing has taken that opportunity to advance its position in the desktop space. In addition, the influx of voice searches means that search terms themselves are changing, and advertisers need to be inclusive of conversational keywords (and ad copy) to account for this shift in search behavior. When the type of search query is more likely completed via desktop, Harmelin will advise advertisers to strongly consider allocating dollars to Bing when planning search efforts.