38 stats about Bing PPC

In 2009, Microsoft launched Bing, replacing its old search engine, Live Search. Fast forward to 2024, Bing is the second-largest search engine behind Google and boasts over 500 million unique visitors each month, with around 100 million users actively searching on Bing daily.

Within this blog, we have pulled together a collection of statistics about Bing to show you that it’s worth considering them within your PPC strategies moving forward if you aren’t already.

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Why use Bing?

Even if you’re already running PPC ads on Google, it’s worth considering paid activity on Microsoft Ads (or Bing). There are several advantages to doing so including greater exposure, lower cost-per-clicks (CPCs), higher conversion rates, access to a different audience, and less competition. All of this can help to improve visibility and profitability. But let’s dig a little deeper into why…

Lower Cost Per Click (CPC): One of the biggest advantages of Bing for PPC is the lower cost per click compared to Google Ads. Because there’s less competition on Bing, the bids are often cheaper. This means you could get more clicks for your budget, making it a cost-effective option for businesses of all sizes.

Higher Conversion Rates: Bing users tend to have higher conversion rates compared to other platforms. This could be attributed to Bing’s user demographic, which includes older users with higher disposable incomes. This can lead to better ROI on your ad spend, particularly if your products or services appeal to this audience.

Access to a Unique Audience: While Google dominates search traffic, Bing captures a significant portion of the market that is not available on Google. Bing has a strong foothold in certain demographics, such as older individuals, higher-income households, and those using Microsoft-based products like Xbox. Running PPC ads on Bing allows you to tap into this audience, as well as those that may have Bing set as their default browser.

Integration with Microsoft Ecosystem: Bing integrates seamlessly with Microsoft products, including Windows, Xbox, and Outlook. This can give you exposure on platforms that are commonly used in households and businesses, helping you target potential customers who might otherwise be difficult to reach on Google.

Advanced Targeting Options: Bing offers robust targeting features, such as demographic targeting, location targeting, and device targeting. This means that you’re able to tailor your campaigns to specific audiences and locations, giving your ads the potential to reach the most relevant users.

Less Competition: Since fewer brands use Bing, you face less competition, leading to potentially better ad placement and more efficient spending.

Overall, running PPC ads on Bing can provide a more affordable, targeted, and effective way to grow your business. By reaching a unique audience and making the most of Bing’s lower costs and higher conversion rates, you can maximise your ad spend and see strong results.

Who is using Bing?

We now know that Bing has approximately 100 million daily users, but how is this demographically and geographically broken down? Let’s find out.

1. According to Microsoft Bing usage statistics, 56% of users are male and 44% are female
2. 36% of Bing users are in the top 25% of household incomes, earning a yearly household income of over $100,000
3. 73% of users are below the age of 45, with the most popular age category being 25-34
4. Bing is most popular in China with 32.95% of users, closely followed by the US with 26.23%
5. The search engine is available in 238 countries and can be used in 105 languages
6. Bing is popular amongst gamers – usage statistics show that Bing has a 54.68% market share of console users due to it being the default search engine on Xbox

How is Bing used?

Since its launch in 2009, Bing has quickly found its place in the search engine market. Fast forward 15 years, how is it being used today?

1. In comparison to Google, Bing has a 43% higher CTR with shopping ads
2. Bing receives 26% more branded searches than Google does
3. Bing released their AI chat in February 2023 and has since received 1 billion chats and generated 750 million AI images
4. According to ahrefs; Google, Youtube, Facebook, Gmail, and Amazon are the top 5 searches on Bing across the world, with Google being searched 40.9 million times per month
5. Bing statistics show that 66.31% of visits are mobile users and 33.69% are on desktop
6. Bing holds a market share of 10.5% of overall desktop searches

As we all know, Google dominates the search engine landscape, however, Bing has made great waves over the years to become more prominent among competitors. What does their market share look like?

Averages and industry statistics

So we know that Bing is growing in prominence, but what does the landscape look like in terms of KPIs and specific industries?

1. The average CTR for Bing Ads across all industries is 2.83%
2. Industries with higher CTRs on Bing include Apparel & Accessories (3.33%), Automotive (2.34%), and B2B Services (3.01%).
3. The average CPC on Bing is $1.54
4. The average CPC on Bing is 32% lower than that of Google Ads.
5. Industries with lower CPCs on Bing include Apparel & Accessories ($0.91), Careers & Employment ($0.75), and Home & Garden ($1.01)
6. The average conversion rate on Bing across all industries is 2.94%
7. Industries with higher conversion rates on Bing include Careers & Employment (6.81%), Finance & Insurance (5.57%), and Real Estate (5.13%)
8. The average CPA on Bing across all industries is $41.44
9. Industries with lower CPAs on Bing include Apparel & Accessories ($14.00), Automotive ($35.00), and B2B Services ($28.00)

What is Bing’s market share?

1. As of May 2024, Bing’s market share sits at 3.72%, whilst Google holds 90.8%
2. From September 2023 to May 2024 Bing gained 0.71% of market share
3. Bing processes 13.9 billion searches per month and Google processes 207 billion
4. Bing has a global market share of 10.5% in the desktop search market
5. In comparison, Bing only has a 0.52% share of the search market on mobile
6. Bing records over 500 million unique monthly visitors
7. Bing holds a search market share of 8.04% in the United States and 3.94% in the United Kingdom

Not 100% convinced yet? Here are 10 more statistics to prove why you should be utilising Bing in your PPC strategy moving forward.

More stats

1. In 2023, Microsoft earned $12.21 billion from search advertising through Bing
2. From 2016 to 2022, Bing’s ad revenue increased at a CAGR of 13.47%
3. The average Cost Per Click on Bing Ads is $1.54, which is 33% lower than Google Ads
4. Bing’s average Cost Per Action is $41.44
5. Bing Ads have a higher Click Through Rate than Google, with Bing achieving 2.83% and Google at 1.91%
6. The Bing site ranks #30 worldwide amongst all other sites on the internet
7. 54% of users use Bing to research products online
8. 32% of Bing users spend more online than the average Google user
9. The average Conversion Rate of Bing is 2.94%
10.  44 million people use Bing exclusively and do not use Google

Opportunities can be found in Bing

So, now you know why Bing needs to be part of your PPC strategy, reach out to our award-winning PPC team to find out how.

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