The search engine advertising market, dominated by the giant from Mountain View, doesn’t look the same everywhere. In different regions of the world, other search engines also have a significant share of the market. That’s why it’s worth getting to know them and considering them when planning campaigns targeted at specific regions.
One of these alternatives is Microsoft’s own search engine—Bing. It is most popular in the USA, where it accounts for one-third of search queries. Contrary to popular belief, it’s not a new tool, as its development (under different names) began in the late 1990s.
Another noteworthy alternative to Google is Russia’s Yandex. Initially focused on Russian-speaking markets, Yandex has been expanding into other languages since 2010 and is performing increasingly well. In Russia alone, it handles nearly 50% of web traffic, slightly outpacing Google.
Despite having a smaller reach in some markets, such as Poland, these search engines can still be a good choice even domestically. For foreign markets, they can often be equally important, if not more so, than Google’s offerings.
Based on Statcounter data from July 2019.
If you’re running search engine campaigns with budgets of tens or hundreds of thousands of PLN per month and feel that you’re „hitting the ceiling” with Google Ads in terms of reach or effectiveness, it might be the right time to try Bing.
Despite its smaller share of the Polish market, Bing ads could be a good option due to two key reasons:
This competitive solution can prove just as effective as Google Ads, offering lower financial investment with higher conversion rates achieved through Bing’s advertising network.
Bing Ads, now called Microsoft Advertising, extends its scope as Microsoft aims for a larger share of the advertising market. Using this network allows ads to be displayed in Yahoo search results as well, and Microsoft is also growing its display advertising network.
In terms of search text ads, Bing Ads closely resembles Google Ads. Campaigns can be set up and launched just as quickly, which is a definite advantage. The process of linking a payment card and billing in the CPC model is also similar. However, Bing lacks some of Google’s more advanced advertising features, including product campaigns, which are crucial for e-commerce.
Despite this, advertising on Bing may pleasantly surprise marketers due to the lower ad rates and frequently higher conversion rates.
The advertising system of Google’s main competitor and the market leader in Russia is modeled after Google’s and offers similar functionalities. One significant difference is the time it takes to launch a campaign after it’s requested—Yandex has a longer lead time than its American counterpart, as it rigorously verifies advertisers. Once set up, campaigns are managed similarly to Google Ads.
Interestingly, Yandex Direct was the first to offer image extensions in its ads, a feature it introduced ahead of its international competitor. As for CPC rates and traffic quality, there are no significant differences between the two platforms.
Using new tools and entering new markets can be time-consuming and requires proper preparation. Acquiring knowledge is just the first step; mastering the tools and gaining experience are also necessary, which demands both time and financial resources. That’s why it’s worth seeking out a partner with experience, who can help you avoid common early mistakes, suggest optimal solutions, and assist in reaching new markets.
We fully understand these challenges, and we are more than happy to share our expertise and support your efforts in Yandex and Bing advertising.
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