Maybe it's time to consider Bing ads

When was the last time you said, “I don’t know, I’ll Bing it real quick.”? Have you ever said that? Probably not. Because Google reigns supreme on the search engine hierarchy, but, for healthcare marketers, it may be time to acknowledge our old friend Bing’s potential for search ads and conversion opportunities.

It’s all about meeting people where they are

“But Google is the most commonly used search engine!” We know. “More people will see our ads on Google than Bing!” Probably. But hear us out. More of the people you specifically want to reach will be on Bing. So, although it is a less popular search engine with a lower number of overall users, it has a much higher rate of conversion among those seeking out medical services online.

Don’t worry — we’ve got the data to back this up. In a recent report we put together for a client on search ad strategies, we discovered some information that made running ads on Bing seem like a no-brainer.

Approximately one-third of a person’s total healthcare expenses throughout life will be spent between the ages of 40 and 64. The average Bing user is 45 years old. They also tend to have a higher household income, with 38% bringing in more than $100,000 annually. And, although you personally may not be using Bing as your go-to search engine, someone is. Thirty percent of all searches in the U.S. are made there.

And if that’s not convincing enough, check this out: Healthcare topics are among the top three searches on Bing.

The results are in: Bing search wins

So what does this mean for a healthcare marketer? Simply put, it means that by advertising where your audience is, you’re going to bring in more patients. And by investing your money in Bing ads — which has a 30% lower cost per acquisition than Google — you’re making the absolute most of your budget spending.

And, as always, we have some tips and tricks for taking your strategy to the next level.

• Know your audience demographics. The typical Bing user fits seamlessly into most targeted audiences for healthcare campaigns, but if your campaign has a much narrower audience, you may want to ensure that they align with the Bing enthusiast profile.

• Know what ad types are best suited for your campaign. Google and Bing both offer a variety of ads, many of which overlap. If your desired ad type is available on both, Bing has the potential to be the more effective option for your campaign.

• Know the value of visibility. Bing tends to place more ads at the top of search results pages, making your ads more immediately visible — once again, increasing the odds that your search ads will be seen by the right people.

Interested in more? We’d love to talk about it.