A Geek Guide to Search Ads

The era of browsing through phone books and scanning newspaper ads has given way to a landscape dominated by search engines and digital marketing. If your business isn't taking advantage of these tools, you're almost certainly missing out on significant growth potential.

Search Ads on Bing and Google, two of the world's most significant search engines, offer a powerful means to connect with potential customers right at the moment they're seeking what you offer. This method, known as Search Engine Marketing (SEM), harnesses the power of keywords and targeted ads to put your business in front of the people who are most likely to become customers.

In essence, Search Ads are the digital equivalent of a high street billboard in a bustling shopping area. Just as this billboard would be strategically placed to catch the eye of passing shoppers, Search Ads are designed to be displayed prominently in search engine results. And not just any results - they're targeted towards users searching for specific keywords related to your business.

The two major players in this realm are Bing and Google. While Google is often the first name that comes to mind when one thinks of search engines, Bing also commands a significant share of the market, particularly in specific demographics. These platforms offer unparalleled reach and targeting capabilities, making them indispensable tools in your digital marketing arsenal.

GEEK INSIGHT - Google accounts for just over 93% of all searches in the UK, whereas Bing pulls over 3%. That said, the user demographic and audience profile may be more aligned with your niche and, therefore, deliver a higher conversion rate than Google. So even though it has less of the market share, it all depends on your target audience.

(Source - June 2023)

Welcome to the world of search ads, a place where your business can meet your potential customers at the precise moment they're searching for what you have to offer. To fully grasp their power, let's start by defining what search ads are and how they work.

Search ads, also known as pay-per-click (PPC) ads, are online advertisements that appear alongside search engine results when users type in queries related to your keywords. Think of them as your digital sales representatives, ready to introduce your business to potential customers who are actively looking for your products or services.

Now, let's turn to the unique landscape of Bing and Google. Both platforms offer search advertising capabilities, but each has its unique features. Google, with its vast user base, offers massive exposure and advanced targeting capabilities. It also has an incredibly rich set of tools and analytics to refine your ad campaigns. Bing, on the other hand, while having fewer overall users, reaches a unique demographic that Google may miss. It's also typically less competitive, meaning your ad budget might stretch further. 

Understanding the nuances of both Bing and Google can give your business a competitive edge. For instance, Bing's user base is generally older and more affluent, offering a lucrative market for companies in specific sectors. Google, with its more diverse user base, offers broad reach, making it a fantastic platform for businesses aiming for maximum exposure.

GEEK INSIGHT - Those who used Bing were at least 35 years old, most commonly within the 55-64 bracket (Source). 

Don't be tempted to choose one over the other - each platform has its strengths, and the most successful ad campaigns often leverage both. A balanced, integrated approach to search advertising can boost your visibility, drive more qualified traffic to your site, and ultimately increase conversions.