We Are Bullish on Bing.com – Get Your Advertising On Target

Get Your Advertising on Target

It’s time time to review your ad spend on Google Ads and get your advertising on target to generate more leads at a lower cost. Here at McCord Web Services, we are bullish on the use of Microsoft Advertising and ChatGPT is the reason why.

Bing is the second-largest search engine worldwide with a 2.47% market share¹. Bing’s cut of the market has increased by 1.23% since 2019¹. Bing’s market share peaked at 3.63% in 2014¹.

In the desktop search engine market, Bing has a global market share of 6.15%¹. Bing’s share of the desktop search market has grown by 26.8% since 2019, increasing from 4.85%¹. By comparison, when it comes to desktop searches, Google has a market share of 86.82%¹.

Microsoft generated $8.53 billion in search advertising revenue in the 2021 fiscal year¹. Bing is available in 105 languages and 238 countries¹. Bing has a market share of 38.46% among US console users¹.

In summary, Bing’s market share has been growing since 2019 but still lags behind Google’s market share which is currently at 92.13%¹. However, Bing is still generating significant revenue for Microsoft and is available in many languages and countries¹.

With the introduction of the tight integration of Windows 11 and Edge and popularity and news buzz on ChatGPT and integration into Bing’s search bar, Bing’s popularity is not through the roof. Market share and interest continues to grow.

As for our clients, many have started to move into Microsoft Advertising and are getting great results.

Maybe you should be looking at Microsoft Advertising for lower cost conversions than Google Ads. For a number of clients we are seeing conversion costs of under $50 when a conversion in Google is over $100. Visit our website for more information on our Microsoft Advertising services today.

Today’s update using ChatGPT:

As of April 2021, Google holds a whopping **92.18%** share of the global search engine market while Bing ranks second with a market share of **2.27%**².

However, Bing Ads reach **63 million** searchers that aren’t reached with Google AdWords¹. Bing prompts **35% higher** in results than Google Ads³. Bing also has a less competitive playfield which means users do not have much to bid on keywords to secure their search result spot³. Microsoft adds that Bing covers **34%** of desktop-based search engine space³.

Source: Conversation with Bing, 3/29/2023(1) Bing vs Google: 2023 Head to Head Comparison | SerpWatch. https://serpwatch.io/blog/bing-vs-google/ Accessed 3/29/2023.

(2) Bing Ads vs. Google Ads: Which Deserves Your Ad Dollars? – WebFX. https://www.webfx.com/blog/marketing/google-adwords-vs-bing-ads/ Accessed 3/29/2023.

(3) Bing Ads vs. Google Ads: Which Platform is Better in 2023?. https://www.thinkorion.com/blog/bing-ads-vs-google-ads Accessed 3/29/2023.

(4) Global search engine desktop market share 2023 | Statista. https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/ Accessed 3/29/2023.

(5) Bing Ads vs. Google Ads: The Pros & Cons of Each Platform – Instapage. https://instapage.com/blog/bing-ads-vs-google-ads Accessed 3/29/2023.

Source: Conversation with Bing, 3/27/2023(1) Microsoft Bing Usage and Revenue Stats (New Data) – Backlinko. https://backlinko.com/bing-users Accessed 3/27/2023.

(2) 46 Critical Bing Statistics: 2023 Market Share Analysis & Data. https://financesonline.com/bing-statistics/ Accessed 3/27/2023.

(3) Global search engine desktop market share 2023 | Statista. https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/ Accessed 3/27/2023.

(4) Microsoft Bing hits 100 million active users in bid to grab share from …. https://www.theverge.com/2023/3/9/23631912/microsoft-bing-100-million-daily-active-users-milestone Accessed 3/27/2023.

Privacy Changes Drive Google to Sunset Universal Analytics in Favor of G4

July 1, 2023 is the sunset date for UA or Universal Analytics.

Google has announced that it will sunset the popular web traffic analytics tool called Universal Analytics in favor of G4 Analytics on July 1, 2023.

Why is Google making this change?

With the changing needs for privacy, Google has decided that it is time for everyone to get onboard and embrace G4 Analytics. Read about the differences between the two.

G4 has been out for two years, but many, myself included, consider the dashboard difficult to set up and use. This has slowed webmasters and marketing managers from embracing the new cookieless technology of G4.

Additionally, Google announced that the data from Universal Analytics (UA) will not flow into G4. So, webmasters should plan on adding code now for G4 to start gathering data before the UA sunset date. Some webmasters and site owners may want to do a download of UA data before the sunset of the application.

It’s all about the third party cookies

All of these changes are about the use of third party cookies for tracking. Google Ads uses audiences and cookies from UA when merged with Google Ads to create tracking for advanced audiences. Specifically the explanation below puts this issue in easy to understand terms.

“…the change reflects an evolution on how analytics is associated with websites and the changing role analytics plays in privacy. Universal Analytics represented the pinnacles of page-loaded measurement, introducing cross platform tracking and more flexible code options for producing custom dimensions and metrics. However, it still relied on cookies, the text files in browsers, to transmit data behind the dimensions and metrics. ” Read more.

By moving beyond cookies with G4, Google is building for the future, but may also be self-serving to benefit remarketing and conversion technology alternatives to protect Google Ads. The loss of third party cookies is a huge issue for Google Ads conversion tracking and for the serving of remarketing ads for advertisers.

For now, Google and McCord Web Services is recommending running UA Analytics and G4 on the same website. Allowing the two to run will build a number of months worth of data before UA Analytics is sunset.

The problem with G4 is it is more than an update it is a new protocol

If you have logged into a G4 account you most likely are stunned at the lack of any data. G4 runs on custom events, there are really very few built out features at this time which makes it hard for webmasters to embrace G4 as a functional alternative to UA Analytics.

Although the ability to customize events may be a boon for some, for most G4 cannot be considered a plug and play application. We are hopeful that as the sunset date gets closer Google will listen to the feedback about needing to make G4 more user friendly and offer more information on how to set up events that make sense to replace the information lost when compared to UA.

Our recommendation is to start now with G4 code implementation so data can start accruing for at least one year. And to start learning now to create events for the important statistics you like in Universal Analytics in G4.

We encourage you to subscribe to our blog posts to stay informed on what’s coming up for G4 and Google Ads.  Just visit our blog home page and look on the right side bar for subscribe by email to get a copy of our blog posts when they are published.