Each month, users conduct more than 100 billion searches on search engines globally. And every day, a portion of the searches they perform involve queries that have never been made before.
Those facts are widely cited, but fewer marketers are aware that at least a third of all searches conducted are from query terms unique to each search engine, such as Bing or Google. (According to Microsoft’s, my employer’s, internal research.)
There is a common misconception that Google sees all queries and other search engines are just a subset. However, when we aggregate our large set of search data, we see that 33 percent of the queries found on the Bing Network are actually not found or infrequently found on Google. It’s likely that Google also records a large number of queries not seen on Bing.
Though many search marketers simply copy their campaigns from one search engine to another, this unique query data shows they may be missing a big opportunity.
Our analysis has found that many of these unique queries represent significant consumer purchase intent. In fact, we’ve found that they drive around 25 percent of the ad clicks delivered on the Bing Network.
This translates to tens of millions of clicks on Bing that savvy marketers are able to capitalize on — but it means that each engine requires a unique approach to campaign optimization. If advertisers are either not using Bing or assume that a mirror image of their campaigns on Google would optimize their results on Bing (or vice versa), they are missing out on these opportunities.
In the US, the kind of clicks found almost exclusively on Bing are not from “head terms,” i.e., common terms between search engines, like “home depot” or “flowers.”
Instead, the terms we see only on Bing are farther out in the tail. They are often four-plus query terms long and can range from being very specific (“Oakley sunglasses cheap %off free shipping”) to very local (“Deep Creek Maryland weekend getaways”) to very descriptive (“swim discount pool supplies equipment”).
How does this translate to your industry? What percentage of paid clicks are delivered to advertisers based on these exclusive Bing queries that are infrequently found or not found on Google? The chart below shows the breakdown by industry.
What does this mean for marketers? First and foremost, it gives you incremental opportunities that are well worth your time and effort. For example, if your campaign relies heavily on exact match/match-types, you are likely missing out.
With this in mind, how do search marketers make the most of each engine’s unique clicks?
If you were thinking that there’s not much difference between the search engine audiences, think again. As with each individual person on our planet, a search engine’s unique qualities are what make the difference.
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