Google Bing Research

Advertiser spend on Bing jumps 60% compared to Google's 29% growth, reveals latest State of Paid Search Report


By Jennifer Faull | Deputy Editor

April 16, 2014 | 2 min read

Bing has seen a 60 per cent growth surge, outstripping rival Google which only grew 29 per cent year on year, according to The Search Agency's 2014 quarterly paid search report.

Total spend across Google and Bing increased from the previous year by 35 per cent, with overall spend growth driven by all three device types – desktop, smartphone, and tablet.

Mobile, including both tablet and smartphone, accounted for 28 per cent of all impressions.

Smartphone impressions jumped 60 per cent compared to tablet (42 per cent) while desktop only grew (9 per cent).

Based on this, The Search Agency suggested that mobile will make up one-third of all impressions by the end of the year.

However, spend on smartphones grew only 26 per cent compared to the previous year, a slower growth when compared to the more substantial increase in smartphone impressions.

The findings, based on US campaigns, have led the agency to describe Bing as the “appealing alternative to Google”.

“Bing gains ground in overall search traffic and has proven to be an appealing alternative to Google,” said Delia Perez, senior VP, marketing strategy at The Search Agency.

She added: “A number of factors are driving this growth as advertisers are drawn to Bing’s more flexible campaign management tools in the aftermath of Google’s crossover to Enhanced Campaigns. Advertisers are still adjusting to Google’s bundling of device management, and Bing may be the more attractive option because it can be a customizable alternative.”

Google Bing Research

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