Table Of Contents:
  • Overview
  • Reasons for Using Bing
  • Limitations
  • Costs
  • Reach/Frequency
  • Scheduling
  • Impact of Advertising
  • Audience Qualities
  • Interesting Facts
  • References


Bing is currently one the newest and fastest growing search engines produced by Microsoft. This new search engine offers consumers an organized search experience. In 2009, Microsoft announced a deal with Yahoo! that Bing would power Yahoo! Search. To emphasize its efforts, Microsoft is avoiding the term “search engine" altogether, preferring to call Bing a "decision engine"--a phrase that suggests it is possible to find without searching and that those who use Bing will be presented with a silver platter upon which their information needs will be neatly dissected into easily digestible pieces. (Johnson, 2009) Advertisers can connect with a growing and engaged audience by serving relevant ads to target consumers, right when they are making purchasing decisions. (Microsoft Advertising, 2010) Since Bing is currently a new search engine there aren’t as many other advertisers compared to Yahoo and Google, therefore you can afford more advertising. This means there is less competition, higher CTRS, and cheaper CPC’s. (Now Sourcing, 2009) As an advertiser, placing advertising campaigns on Bing can help develop immediate consumer results. This will reach out to a growing and engaged audience of over 73 million unique consumers with relevant ads while they are in the decision mode. (Microsoft Advertising, 2010) The growing search market has continued to withstand the recession, increasing growth during recent months and gaining share on other forms of advertising. (Klaassen, 2009) It accounted for 47% of second-quarter internet ad spending, up from 44% a year ago, according to the Interactive Advertising Bureau and PricewaterhouseCoopers. (Klaassen, 2009) Bing is currently rising and becoming a top contender competing with both Google and Yahoo!

Top search engines in July 2009 based on U.S. market share:
Google 64.8%
Yahoo 17.1%
Bing 9.0%
AOL 3.1%
ASK.com 1.7%
Other 4.3%

Reasons for Using Bing

Bing offers several places to advertise throughout their website, mostly through using a search term that generates ads relevant to what you are searching for. Since Bing is currently a new search engine there is less competition, although Bing is in the growth stage where the company is still increasing revenue, and there aren’t as many other advertisers compared to Google and Yahoo! This gives businesses a chance to advertise and afford more. Bing developers included a left-hand side of their search results pages a vertical block of information called a Explore Pane (that offers navigation tools, including subject and document type limiters; categorized subsets of related terms; suggestions for related terms or concepts, and search history. (Johnson,2009) Bing also offers apps that you can access at the bottom on their homepage including: Bing in your pocket, an app where you can access Bing from your mobile phone, Bing ‘friends’ Facebook, where Bing search becomes social, and Popular Now, which lists the current top five most popular searches. Bing currently has the highest power index, which compares one submarket's relative rental rate strength with other submarkets, of the top four major search engines. (Microsoft Advertising, 2010) This new “decision engine” is constantly increasing in popularity and consumers are starting to become more aware. A recent survey commissioned by Microsoft showed that 86% of respondents felt that an organized results page was the single most important feature of a search engine. (Klassen,& Learmonth, 2010)


Although, advertising on-line is becoming increasing more popular for companies to invest in, there are still limitations from the buyer’s perspective. Placing Ads on search engines sites can be tricky and consume much of your time attempting to meet their guidelines. The engines can deny your ads approval simply because they are not relevant enough to your keywords or business for various reasons. (searchengineland, 2010) Some reasons that the search engine may deny your approval include: unusual spellings, repetitive words, the ads cannot contain any offensive or inappropriate language, be a duplicate of an ad in the same ad group, or use any general, non-specific call to action such as “click here”. (searchengineland, 2010) The engines can deny your ads approval simply because they are not relevant enough to your keywords or business. (searchengineland, 2010)


The costs of advertising on search engines websites such as Bing depends on how much you are willing to spend of advertising, where you want your ads to be placed, and how often you want your ads to appear. With search engine advertising, the amount you spend on your campaign is based on two factors: your monthly search campaign budget and your maximum bid (Microsoft Advertising, 2010) Microsoft search advertising is based on a pay-per-click. (PPC) cost model. (Microsoft Advertising, 2010) PCC is a form of advertising where a web site marketer will pay only when someone clicks through their web site. The cost per each time a consumer clicks on the website is determined by a bid. You must starts with base bid, which is the maximum amount you’re willing to pay when someone clicks on your ad. (Microsoft Advertising) With search advertising, one cent more than the next highest bid guarantees your ad is displayed. (Microsoft Advertising) If you track your pay-per-click frequently it could be really successful. With costs ranging from $3,000 to $15,000 per month, advertising options—from email solutions, online shopping, datafeeds, and banner advertisements to an integrated media solution utilizing both search and display. (Microsoft Advertising, 2010)

Reach and Frequency

Reach is defined as the number of different people who are exposed to an advertising message at least once. Reach is what advertisers strive to achieve to get their product known and reach their target audience. When reach is stated, media planners are aware of the size of the target audience. (Admedia, 2007, 2.2.1). The reach for search engines such as Bing ranges depending on what the consumer is searching for. Media planners want the highest reach possible because that means more people will be exposed to the campaign,which lead to more brand awareness, customer loyalty, and sales. (Admedia, 2007, 2.2.1).


Frequency is defined as the number of times someone is exposed to the message. Media planners seek high frequency if they feel that consumers will only take action (that is, buy the product) after multiple exposures to the campaign. (Admedia, 2007, 2.2.1). Frequency will make consumers become more aware of your product. Although, frequency is important to get your audience engaged, having a memorable advertising campaign is really the key.


Scheduling is determining when ad campaigns should appear. Media planners can choose among three methods of scheduling: continuous, flighting, and pulsing. (Admedia, 2007, 3.3) Continuity scheduling spreads media spending evenly across months. (Admedia, 2007, 3.3) Advertisers will spread out their money to advertise continuously throughout their campaign. The flighting method advertises across months, with heavy advertising in certain months and no advertising at all in other months.(Admedia, 2007, 3.3) An example, if you own a store that sells Christmas decorations you would purchase more advertising around the Christmas season to reach your target audience. Pulsing combines the both continuous and flighting methods, so that the brand maintains a low level of advertising across all months but spends more in selected months. (Admedia, 2007, 3.3) To determine which methods to use depends on seasonality, consumers’ product cycle, and consumer’s interval between decision-making consumption. (Admedia, 2007, 3.3)

Impact of Advertising

Bing is currently in the growth stage which means sales are growing at an increasing rate. The growing search market has continued to withstand the recession, increasing growth during recent months and gaining share on other forms of advertising (Klaassen, 2009). Since Bing is a new and developing search engine there is less competition making it more affordable to advertise. Bing ad network is broad giving you a way to connect with audiences either on a targeted or a performance basis, for excellent reach on a network you can trust. (Microsoft Advertising, 2010).

Brand Awareness measures the likelihood that consumers recognize a company’s product or service. This is the primary goal for advertisers to achieve. Bing is enhancing their brand awareness by creating a buzz about their product. Social media plays an important role, allowing Microsoft to listen to what people were saying about Bing and respond. (Bulik, 2009)One example is a photo contest where the winner's work was posted to the Bing home page brought 18,000 submissions in two weeks, and a Bing jingle contest garnered dozens of submissions and thousands of views (Bulik, 2009).

Audience Qualities

The general audience for Bing is internet users. Bing currently has a growing and engaging audience of over 15 million unique searchers. (Microsoft Advertising, 2010) More than 12.8 million Bing users do not use Google sites and more than 30 million of them do not use Yahoo! (Microsoft Advertising, 2010) Bing is targeting internet users by defining themselves as a faster and smarter “decision engine”. Bing users make an average of almost $62,000 a year in the US, which is higher than Yahoo! (Microsoft Advertising, 2010). ''We have had a great start and some good buzz,'' said Yusuf Mehdi, senior vice president for Microsoft's online audience business group. ''We're settling in for a big long run.'' (Helft, 2009)


To measure the responsiveness advertisers use Pay-per-click when marketers pay for every time someone clicks on their page or website. This is calculated into graphs, charts, surveys and consumer feedback. Bing is increasing in sales and starting to become very competitive with Google. One example, The Samsung Fascinate, is a new phone, where you can download a Bing app instead of Google which is only available to Verizon costumers (AndroidGuys, 2010)

Interesting Facts

By using Bing you are able to make your own homepage. Daily, Bing changes the back-round picture of their homepage. You can click on the picture and it will tell you an interesting fact about it and link you to more information. Bing has several apps to choose from to help you find exactly what you are looking for. Overall, Bing is a decision engine" that presents internet searching on a “silver platter “upon which their information needs will be neatly dissected into easily digestible pieces. (Johnson, 2009)



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