Sure, we all know Google dominates the search market. According to data from HubSpot, the search engine giant fields 6 in 10 U.S. search queries (which is obviously a lot).
NB: This is an article from Travelboom
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But that still leaves another 40% of online searches up for grabs, and today, we’ll discuss the leading way to snag your share of them. There are plenty of powerful reasons your hotel brand shouldn’t overlook Bing Ads for hotels — here are our top six.
1. Appear On Multiple Search Platforms Using One Ad Dashboard
When your hotel runs PPC campaigns with Microsoft Advertising (previously Bing Ads), your ads will be served on a trio of major search engines — Bing, Yahoo and AOL — as well as on partner sites such as DuckDuckGo. This can help you broaden your exposure to include consumers who prefer to use alternative search platforms over Google.
2. Connect With Additional Microsoft Ecosystem Searchers
Because Bing is integrated into the Microsoft ecosystem, it serves as the default search engine for queries on Windows devices via the Microsoft Edge web browser, Microsoft’s Copilot AI-powered chatbot, and more. Thanks to a partnership between OpenAI and Microsoft, Bing even powers searches on ChatGPT when the AI chatbot is seeking up-to-date information. As a result, using Microsoft Advertising offers your hotel access to vast numbers of consumers you’re unlikely to reach through Google.
3. Tap Into Older, More Affluent Audiences
When it comes to consumer demographics, Bing tends to attract an older user audience than Google. Most of the search engine’s users fall into the 35-to–54 age range, and it also attracts a substantial segment of users between the ages of 55 and 64. This older demographic is more likely to be based in the United States, tends to be more affluent, and is more likely to be married than the 18-to-34 age group that makes up most of Google’s users.
4. Achieve a Higher CTR
In many cases, Bing can deliver a higher click-through rate (CTR) than Google. Reporting indicates that on Google’s search network, Google Ads deliver an average CTR of 1.91%, while on Google’s display network, the CTR averages 0.35%. According to the same reports, Bing’s average CTR comes in higher at 2.83%. While results can vary greatly from campaign to campaign, in some cases, this higher CTR correlates with a higher return on ad spend (ROAS) for hotels using Bing Ads for their PPC campaigns.
