Bing holds 16.7% of the US search engine market share, making it the second most popular search engine after Google.

Unlike Google who determines page quality and therefore its ranking on the SERPs depending on the quality of links pointing to that site, Bing markets itself as a decision engine with the aim to better understand the context behind a specific search and therefore return the most relevant results in the search engine results pages.

With over 6 billion search queries a month Bing is not to be ignored. Bids on Bing tend to cost less than Google due to keywords being less competitive and there are also more paid advertising spaces above the natural search results meaning there is more opportunity for advertisers to grab a coveted top page position.

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