5 Ways Bing is increasing its market share

by Esteban Martinez
18 July 2017
Bing homepage
Microsoft is doing what Yahoo has struggled to do, in eroding Google’s share in the search engine landscape.

Bing recently announced it had grown its UK market share to over 25%. In the US their stake is 33% and Australia has grown substantially to over 12% market share in the last three years.

Bing UK market share ad
Bing has grown its market share internationally.

How exactly has this happened? Furthermore how is Bing continuing to gain more visitors, advertisers and larger market share?

"The secret of change is to focus all of your energy on not fighting the old, but building the new" - Socrates

Bing has simply done what all great companies do and set customer experience as their number one priority.

Bing is bigger in Australia

Bing is growing its market share in Australia.


The five ways Bing is increasing its marketing share:

1. Listening to customers

To improve the search engine, Bing has taken on comments and feedback from its customers and then continually rolled out numerous developments to its platform.

This year alone Bing has launched more than 10 different enhancements to Bing Ads, making it better than ever for brands to target customers online. Here are just a few:

2. Influencer Marketing

Back in 2015, Microsoft hired Purna Virji as Senior PPC Training Manager. Purna has extensive knowledge and respect in the online marketing community.

Last year PPC Hero named Purna as number 1 Most Influential PPC Expert. This has helped increase the focus on Purna, Microsoft and Bing.

Esteban Martinez and Purna Virji
Esteban Martinez with Purna Virji at the Sydney Opera House.

As a writer for Search Engine Land, Moz, Search Engine Watch and Marketing Land, she is at the forefront of all the latest search engine news.

Purna is also a global PR machine and frequently speaks at leading global conferencing including SMX, MozCon, PubCon and BrightonSEO to name but a few. She also recently spoke here, in Australia at SMS Sydney and Big Digital Adelaide.

I was lucky enough to hear Purna give the opening keynotes at Big Digital Adelaide this year. The talk titled ‘How May AI Help You?’ was about how companies are starting to use AI on their website to improve the customer experience.

One of her quotes that I love is that “people can type between 38 to 40 words per minute, but can speak between 110 to 150 words per minutes”. This really opens up the potential for voice search with platforms such as Microsoft’s Cortana, Apple’s Siri, Amazon's Alexa and Google Now. 

3. Conference Events

With a continually evolving platform, comes the need to communicate where the search engine is going and its unique selling points.

Earlier this year was the Bing Ads Academy Training, where we were shown the benefits of Bing over Google, Bing UI demo, remarketing and Excel tips and the future of Voice Search.

It was followed last month with the inaugural Bing Ads Accreditation and Trivia Event in Australia, covering the benefits of the program, training and accreditation of Bing Ads.

These conference events keep marketers engaged and up to date with how Bing is continually evolving the search engine.

4. Podcasts

Regular podcast interviews with industry leading experts empower marketing leaders to continually improve their online results.

In episode 3, Sujan Patel from Web Profits explains why it’s important to test new marketing platforms, in order to discover new wins for your business.

These are excellent sources of information which help us understand the customer buying cycle, setting of impactful goals, monitor performance and learn about the latest expert insights.

5. Cost effectiveness

There are more businesses advertising online than ever before, making it even more challenging for companies to target customers in a cost-effective manner.

We have seen lower Cost Per Click figures on Bing than other search engines, making it ideal for companies to generate cost effective sales online.


While there are many other reasons why Bing is excelling (no pun intended), these are just some of the reasons why it has continued to grow.

It’s the little changes that add up to make a big difference. Bing is only just getting started.

Salmat is proud to announce that it has recently joined the Bing Partner program. 

This accreditation is for qualified digital marketing companies with an in-depth understanding of the search advertising landscape and Bing Ads platform.

Focus more time on growing your business. Trust your advertising with a certified Bing Partner.

Learn more about Salmat’s digital marketing services here or call us on 1300 725 628.

Bing Partner


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About the author
Esteban Martinez
Director of SEM

SEM guru, trainer and speaker, with a strong passion for helping brands to be successful online. He believes that understanding consumer behaviour is paramount to successfully target and engage with customers. Esteban has been building and optimising SEM campaigns since 2002 in the UK and now Australia.

More articles by Esteban Martinez