What are the differences in audience behavior between Bing and other search engines?

While Bing is the second largest search engine in the United States, there are some differences in audience behavior between Bing and other search engines like Google. Here are some key differences to keep in mind:

1. Demographics: Bing's audience tends to be older and more affluent than Google's audience. According to comScore, the average Bing user is 45 years old, while the average Google user is 37 years old. Additionally, Bing users are more likely to have a household income of over $100,000 than Google users.

2. Search Intent: Bing users are more likely to be searching for specific information or making purchases than Google users. According to a study by AdGooroo, Bing users are more likely to click on ads for financial services, travel, and education than Google users.

3. Search Volume: Google has a much larger search volume than Bing. According to StatCounter, Google has a 92% share of the global search engine market, while Bing has a 2.5% share. However, Bing still has a significant user base, with over 1.2 billion monthly searches.

4. Ad Format: Bing offers different ad formats than Google, such as product ads and image extensions. This can provide more opportunities for advertisers to showcase their products and services.

5. Organic Search Results: Bing places a greater emphasis on organic search results than Google. According to a study by Searchmetrics, Bing's organic search results take up more space on the search results page than Google's.

6. Local Search: Bing tends to prioritize local search results more than Google. According to a study by Moz, Bing places a greater emphasis on local search signals like business name, address, and phone number than Google.

Remember, understanding the differences in audience behavior between Bing and other search engines is crucial for creating effective ad campaigns. By tailoring your ad strategy to the unique characteristics of Bing's audience, you can maximize your return on investment and reach a valuable audience.