It’s time for me to Bing it all together for you (nudge nudge, wink wink). In “Part 1: Bing? Really?” and “Part 2: More Bing For Your Buck”, I tried to not only challenge some of your assumptions about Bing, but to also get you thinking about the strategic opportunity Bing could present for your dealership.
I’d like to share some additional, and probably not-very-well-known, facts about Bing:
80% of Auto Intenders Reached on Bing CANNOT be reached on Google
Another thing you may not realize is that there are 17 million auto intenders that you can reach on Bing, that are NOT on Google. This means the only way to reach these auto intenders while they are seeking out information is on Bing.
More affluent buyers use Bing
On top of a lower cost to acquire a click and convert it into a lead, the Bing user is older and has more money to spend. On average, Bing traffic spends 24% more money than Google traffic. So, not only did you pay less to get them to your website or to call your dealership, but they have more discretionary money to buy a vehicle from you. It’s a win win.
Did you know that Siri, your iPhone and Amazon products use Bing?
Most people don’t realize that when you ask Siri for the nearest dealership, or anything else for that matter, that the results are from Bing. This is also true for Amazon Echo, Amazon Kindle, Amazon Fire, and of course Microsoft’s Cortana.
Bing is growing, Google is shrinking
Yep, you read that right. Did you know that Bing had a 23% increase in YoY search advertising? At the same time, Google’s paid search clicks are actually down 11% YoY.* Turns out that Bing may not have as little market share as you think.
In fact, last year 41% of automotive searches took place on Bing. What??!!
In this increasingly competitive market, it’s becoming more important than ever to find new ways to make your advertising dollars go further by reaching more shoppers across the networks and devices they’re searching on for their next vehicle purchase. And with how quickly things are changing, paid search advertising is no longer a ‘set it and forget it’ venture. Campaigns, budgets, messaging, and even networks, need to be (re)evaluated and adjusted for optimal results to keep you one step ahead of your competition.
My Mom used to say to me, “Don’t put all your eggs in one basket.” And here’s what I’ll say to you: It might be time to put just a few of your eggs in the Bing basket.
* Source: http://www.wordstream.com/blog/ws/2015/02/25/bings-ads-vs-google-adwords.
If you want to find out more about what you can expect from advertising on Bing, call 1.800.683.7940 or contact us today for a no risk, no obligation, 100% free consultation. For existing clients, we can forecast expected results (based on historical data) on Bing for your dealership.