In seeking to increase their reach and help define a target audience, brands must ask themselves whether to advertise on Google or Bing. Advertisement budgets have a limit, so prioritizing one network over the other can be a prudent decision in consolidating resources, especially if you’re certain one advertising network plays better within your industry.
The question often relies on which industry you’re in, since Google works better for some industries, while Bing yields better results for others. Homing in on the top six industry types, we help identify the ideal advertising strategies for each industry, with Google or Bing in mind.
Construction jobs are typically expensive and time-consuming, which means consumers tend to be picky about which construction firm they use. As a result, it’s important to craft a legitimate and respectable marketing campaign, in addition to identifying effective keywords that find a middle ground between obscure and overly competitive.
Google AdWords makes it easy to investigate keywords with their “Keyword Planner.” The tool lets you type in a keyword and find out how many searches per month it yields, in addition to its suggested price per click. This data can help inform you of the proper keyword to prioritize, whether it’s “commercial contractor” or “construction company.” Since Google is the most popular ad network — thereby demanding a high reputation — and has tools to identify keywords easily, Google seems like a practical choice for construction firms.
Small businesses in the hospitality industry, such as salons, must seize the power of advertising to stand out from their competition, of which there are likely to be several within a few miles. Bing is an ideal solution for small businesses seeking to advertise, since Bing has less competition and lower cost-per-click prices than Google.
Google may be ideal for a huge firm that needs to compete on the highest level. However, Bing’s accommodation of small businesses, with lower prices and competition, in addition to more granular control of campaigns and ad group levels, makes the network an ideal fit for hospitality services like salons, which — apart from major chains — are operating as small businesses.
Fitness centers and gyms are ideal players in the advertising market, since it only takes a few words to remind someone they need to get in shape. However, there are so many gyms and types of gyms, wading through saturated waters can be a challenge for advertisers. In a case like this, Google’s knack for clearly defined keyword match types makes advertising a bit easier for fitness centers and gyms.
For example, the keywords “CrossFit classes,” “CrossFit gyms” and “CrossFit box Arizona” would all fit under the “CrossFit Classes” or “CrossFit Gyms” ad groups. Meanwhile, adding the keyword “beginner” to any of those keywords would place them in the ad group “Beginners CrossFit” instead. Ad groups help marketers more easily define the audience and locale they want to target, which is essential for successfully advertising fitness centers and gyms.
Rehab centers and medical facilities are abundant throughout the country, since everyone needs medical care. As a result, rehab centers that are trying to advertise on Google may feel like it’s difficult to stand out among the fierce competition, including rehab centers that have a greater advertising budget. Since Bing reaches 64 million searchers Google doesn’t reach, Bing presents an ideal platform for rehab centers and those in the medical industry seeking to break away from competition and stand out in the digital advertising sphere.
Restaurants are another competition with ample industry, though the niche-based categorization of eating establishments makes competition less fierce. The ideal approach for a restaurant is to focus their advertising on the cuisine or ambiance they offer. Whether it’s an Irish pub, Chinese restaurant, sushi place, Italian restaurant or serving Mexican fare, a quality restaurant advertisement makes viewers exclaim, “I want that tonight!”
Google’s aforementioned defined keyword match types are suitable for the restaurant industry, since they can target specific ad groups, which can further categorize by cuisine type. Just stating a restaurant has good food likely isn’t enough. The advertisement should provide more specifics, like the food type and potential ambiance, which Google will automatically place in its relevant ad group. The categorization of Google ads is ideal for restaurants, where sub-categories and groupings are vital for advertising success.
Fashion is constantly evolving, with new tastes and trends in each season. Clothing stores are wise to stay up to date on these trends, evaluating their inventory based on seasons and trends. With trends and buzz all the rage in fashion, it’s important for a clothing store to have a notable social media following, especially with millennials the target demographic of many clothing stores.
Bing accommodates social media strengths with social extensions, specifically in showing the number of Twitter followers an advertiser has within their ad. Google takes a similar approach by showing the number of Google Plus followers, though that doesn’t do much, considering Twitter’s exponentially higher user base. For marketers that value a social media presence, like clothing stores and brands, Bing tends to win out due to their embrace of social extensions outside of Google’s own, underused social networks.
These industries can all benefit from advertising on Google or Bing, though the ideal network for them depends on a variety of factors, such as their competition, niche and social media following.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
There is no doubt about it, social is the now and the future. Social networking online has completely changed the way humans interact with each other. Some might say for the better and some might say for the worse. In marketing terms, it is important.
Now, if we all take a step back we will see Google has been the leader in search for quite a while. But, Bing has been hot on their heels for many years now and in my opinion Bing got the jump on Google when it comes to social search integration — with some help from Facebook of course.
In this video below Bing gets into a bit more detail about their social search technology. Check it out!
Have you ever wanted to see how Google’s search results stack up against Bing’s search results? Bing set up this unique landing page where users can see the difference between the two search results for a search query of their choice.
You be the judge as to how they compare against each other.
If you want to learn a little more about this study Bing is putting on visit the Bing blog to learn more.
Bing continues to up the ante with their search game and their recent announcement will surely keep Google on their toes (a little bit). Bing has decided to partner with Encyclopedia Britannica Online to increase their information offerings through their search engine.
“A core focus for us here at Bing has been about delivering relevant information in a more organized way to help you find what you need more quickly and get stuff done. An example of this approach has been seen in our answers feature – a snippet of information designed to give you a quick look at what you’re searching for while also giving you the option to dig deeper into the results.
Starting today, we’re excited to announce a partnership with Encyclopedia Britannica to include Britannica Online answers directly in the Bing results page.”
With Google recently making their knowledge engine announcement changed the way searchers can use Google for research purposes. Bing countered that move with their own knowledge integration. Let the games begin!
There has been much talk about Google’s recent penguin and panda updates but how quickly do we forget that there is also another search engine right around the corner, Bing. Bing recently wrote about how it is important to really diversify your search engine marketing approach in order to stay ahead of the algorithm curve. Search technology is a fast paced evolving monster and if you are not capable of evolving with it you could get left behind.
The Bing webmaster blog had this to say:
You cannot control when a search engine makes an update, or what that update will impact. That much is obvious. But what many websites fail to take action on is forecasting change, preventative work and exercises in the obvious.
This is an extremely important sentence to understand because nobody has control over algorithm updates. The best defense for this situation is a solid offense. That solid offense comes from being diverse in your web marketing approach. It doesn’t happen by pouncing on loopholes are gaming the system, it happens by proactively marketing and branding your website online using proper channels that give your brand a solid voice and personality.
Algorithms change. Rankings change. Competition happens. The fact is, you need to be prepared. So, when your single biggest source of traffic sudden loses steam, what do you do? If your plan was to make sure your content ranked well across all the major engines, then your plan of action would already be in effect, protecting you from the loss in one area.
Being prepared means being diverse. If one water faucet turns off make sure you have 7 other running so your flow doesn’t cease to exist.
There sure are many interesting changes occurring right now in the social space that are probably getting lots of people really excited. First we have Facebook going public which is most likely going to bring an interesting slew of features to Facebook (some good, some bad) in order to keep up with investor demands. Also, a new Bing just launched and it has a lot of really great new search features that are sure to get Google thinking and scratching their heads. Google+ really has a rival on their hands now.
Danny Goodwin, a writer for Search Engine Watch had this to say:
“A new survey finds 48 percent of respondents dislike the idea of Facebook launching its own search engine to directly compete with Google and Bing. The same survey also found Facebook could potentially capture 22 percent of the global search market.”
I agree, I don’t think they need to recreate the wheel and compete directly with Google & Bing but Facebook does have its own share of content that can easily be dumped into its own search tool, a better search tool than they already have. I don’t think anyone will need to search on Facebook to find a local electrician but when it comes down to searching for anything of entertainment value a Facebook branded search tool could put a dent into Google & Facebook market share, a potential 20% or more type of dent which i’m sure would make beads of sweat form on the foreheads of Google executives.
Facebook going public, where are investors going now for the next new thing. julia boorstin with where t money wigoing next. sue, facebook put second market on the map. now the platform for trading private company shares is looking at life after facebook. with so many social media companies already public, mpanies like zynga, for the first time software company shares were the majority of second markets transactions. drop box and box.net. so last quarter software surpassed the category that facebook is part of, consumer web and social media which comprised 44% of trades.
Social networking sites do affect web search ranking in many ways. According to popular search engines like Google and Bing, retweeting a link is taken as a positive signal for web search ranking. Obviously, search engines consider a lot more other factors about your tweet as they have to filter out spam and make certain that a shared page is indeed popular. It is, therefore, clear that links shared via social media sites certainly influence web search indexing process. Google and Bing are the most widely used search engines. Both search engines seem to depend heavily on evaluating a person’s social authority in order to filter out spam. So how do they actually determine the true worth of your social media contact?
Both Google and Bing determine your social authority based on how many people you follow, how many people follow you and your general popularity? For instance, if a person who tweets a link is a public figure or a well-known publisher, then search engines do consider that as a key factor in determining the quality of the link. This means, the more popular and more authentic you are, the more likely you will influence your search ranking in a positive way.
Additionally, search engines also seem to consider not only your social authority but also the social authority of the people that follow you and social authority of the people that share your content. This is used in calculating the average quality of your previously shared messages. Therefore, the number and quality of followers on Twitter and Facebook do matter a lot.
Moreover, depending on who tweets a link, search engine attaches more weight and places in the “Top links” section of search results. The weight of a link also depends on how often a link is posted and the number of times it is tweeted and retweeted. In the case of Facebook, the shared links from fan pages and profiles are treated much the same way as Twitter links. Apart from this, search engines do consider various other factors like how fresh a particular post is, whether a page is informative, useful or valid based on current trends, topic of expertise of each author, keywords or terms related to each post and more.
As Google+ has entered the scene recently, it seems to be the preferred way to share links, as it has provision to add links to your posts in your Google+ profile. Additionally, as search rank for any name that has Google+ profile seems to be much higher, you are bound to get more visibility by having your profile in Google+. This is mainly because Facebook has restriction on what content is accessible by search engines.
Irrespective of the social media sites, your number of followers or fans and the ratio between followers and friends is considered as vital factors to determine the quality of links you share. Social media sites make it extremely easy to gauge current trends, popularity, and social authority of a person by evaluating his or her friends and followers. As search engines cannot get such collective information about a person from any other site or sources, it has to depend on social media sites to gather information that are needed to give sensible ranking to search results.
About the author: Claudia is a blogger by profession. She loves writing on luxury and technology. She recently read an article on born rich that attracted her attention. These days she is busy in her research work for gizmowatch.com
Bing has been doing an amazing job at trying to keep up with the strength of Google over the years. Even when Bing bleeds out money and is still in the red zone when comparing the money invested Bing continues to grow and evolve in amazing ways. For the folks who are loyal Bing users and wish they would make some bolder development choices here you go. Bing is officially — the new Bing.
Excerpt from the official Bing blog:
“Our aim has always been to help you do more with search, and over the past three years we have made exciting strides to realize that vision. Today we are taking a big step forward as we begin rolling out what is the most significant update to Bing since we launched three years ago. Over the coming weeks, we will be introducing a brand new way to search designed to help you take action and interact with friends and experts without compromising the core search experience.”
Similar to the space race from the 50’s through the 70’s there has been a new type of race over recent years, a social race.
Google and Bing have been feverishly pursuing a social agenda and the winner that gets their first could steal a great deal of market share. There is no doubt about, being social is important. Even loyal Google users are starting to make the shift over to Bing just from the user experience. More people are sharing their experiences and thoughts on a daily basis and the numbers are quite staggering.
If you haven’t noticed lately Bing has been making some really interesting decisions lately regarding their search tool. They have stripped down some of the graphics to make it a stark white, Facebook is getting a stronger integration and the layout is being modified as we speak to enhance the user experience and friendliness.
Many of us hop on Google every day and don’t really think twice about it but what would happen if you actually used Bing for a short time like the individuals in the videos below did?
These 4 Google users below started to use Bing and found the results rather stunning. They all said they would switch from using Google to using Bing for a variety of reasons. Does Google have something to worry about? You be the judge.
This is a funny question to ask because the whole definition of SEO means something different to everyone these days. In our opinion, search engine optimization means being efficient with your digital voice and message while using ingredients the search engines like to see. Whether it is keywords, robust meta data or optimized images it all comes down to having a well rounded efficient approach to your SEO efforts. When done correctly the search engines actually like SEO, it is the bad SEO apples in the industry that really stomp on the loopholes to grow “success” (I use that term loosely). When was the last time a large brand was grown online from pouncing on loopholes? Never.
Here are a few excerpts from Bing’s SEO blog post that pretty much states what we have been saying.
“As with so many things in life, perspective is important. On the surface it’s easy to say Bing likes SEO. But what does this actually mean? Do we actually care whether you have clean URLs, H1 tags and properly written meta descriptions? Sure we do, but the reasons might not be what you’re thinking. At the very core of its work, SEO is about improving a website. In today’s ever-populated SERPs, that’s important. Small things can help your website appear ahead of a competitor in the results, and with so much money online today, every advantage counts, right?”
It is all about improving the stickiness and search friendliness of your website at all times. Many times it just requires getting strategic by writing descriptive meta information, updating content by re-tweaking with keywords and interlinking along with basic developmental clean up.
“It helps them understand what they are about to consume and determine of the content on the page matches their needs. The H1 is more about usability than outright SEO. If you subscribe to the idea that SEO is about usability, then you’re on the right track.”
User experience, user experience and more user experience is the answer to online success these days. Being on the web is not a differentiator, your user experience, branding and website development is. Think about how your website visitors are going to interpret your content when they arrive on your website. Too much SEO could just confuse them if you are just shoveling keywords into your content. It also makes it horrendous to read.
“Think of these as your call to action that gets placed in front of a searcher. The meta description is your chance to expand on the idea or topic noted in the page title, and insert a call to action for the searcher to take. This call to action can be as overt as “click here now” or as subtle as “complete your task with our tools”. The range is nearly limitless. Those roughly 160 or so characters that appear in the SERP are really a chance to sell your site to the searcher. “Dear searcher, you should visit my site, and let me explain why…”
Failure to craft a good meta description is met with our best attempt to fill the void. Blank meta descriptions and poorly constructed ones are skipped over in favor of content we find elsewhere in an attempt to explain relevancy to the searcher in our SERPs.”
The reality is the meta data has been discredited over the years which I still find mind blowing. Meta data will not cause your site to rank but it does act as a steering wheel once your site is ready to move. Search engines catalog individual web pages and the way they catalog this info is by reading content and also individual page meta data. Don’t forget to always have clean robust meta data throughout your site.