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Why Your Law Firm Shouldn’t Forget About Bing


Does your law firm run paid ads in search engines to help drive more traffic to your website? Have you only been running them on Google AdWords? If so, you could be missing out on opportunities to expand your digital reach.

There’s no denying that Google dominates the search engine world. Just look at the numbers—Google is used for nearly two-thirds of all search queries. Here’s the current breakdown of the search engine market share from the fourth quarter of 2015, as reported by comScore…

Source: 2016 U.S. Cross-Platform Future in Focus (comScore)

But that doesn’t mean you should forget about Bing, which have been claiming more market share in recent years. When just looking at Bing itself, the search engine captures about 1 in 5 search queries on desktops. However, if you also count Yahoo, which runs Bing Ads, Bing really holds claim to up to a third of the desktop search market. With that being said, the power of Bing should not be underestimated.

Here are a few additional Bing stats to consider (from October 2015):

  • 5.6 billion monthly searches on Bing Ads
  • 172 million unique searchers on Bing Ads
  • 20% more spent online than average Internet users

By running both Google and Bing Ads, you can create a stronger, more well-rounded, and more cost-effective online advertising strategy that gives your law firm a more competitive advantage online.

The Benefits of Choosing the Underdog

There are plenty of benefits of going with the less popular search network. Yes, Bing only gets about a third of Google’s desktop search traffic, but that means it also comes with less competition. And fewer advertisers to compete with generally means lower cost-per-click (CPC), which can in turn lead to lower cost per lead (CPL). If you find your law firm continually struggling to compete for high-demand search terms in crowded market on Google AdWords, you might find that Bing is the perfect way to level the playing field and get better placement for your ads.

There may also be cases in which using the Bing network can help you better reach certain types of online searchers. As reported in a Search Engine Watch article, users of Bing and Yahoo tend to be of a more mature age group (35 and up), more educated, higher-income, and in households with children.

Guess What… Scorpion Partners with Both Google & Bing

Here at Scorpion, our pay-per-click (PPC) experts have what it takes to help you run ads on both Google and Bing. We are a Bing Ads Elite SMB Partner, as well as a Google AdWords™ Premier SMB Partner. These partnerships indicate that we have a higher standard of training and expertise in managing ad campaigns in the Bing Ads and Google AdWords networks. We also receive support directly from these search engines, which makes us even better-equipped to make your paid search ads as successful as possible. Our team can help you best strategize which ads to run on which search network.

Another thing that makes Scorpion unique is that we don’t just pay attention to the number of clicks or even just the cost per click (CPC) from your pay-per-click (PPC) advertising campaign. We look at the whole picture to see what’s working, what’s not, and what can get you the highest return on investment (ROI). We use enhanced analytics that other companies simply don’t have access to, and we use this data to continually optimize your ad campaigns.

If you would like to learn more about how Scorpion can assist you with your Bing or Google ads, give us a call. You can also learn more about paid search by read about the 5 misconceptions about PPC.