Bing Provides Opportunity with Older Shoppers

November 10, 2014 / Google Updates, Internet /
Bing or Google - Strong Automotive

The assumption has always been that Bing users were part of an older age demographic. First, Bing hasn’t resonated as well with the younger demo. Second, Bing (and Microsoft explorer) comes pre-loaded on a Windows PC. Meaning, if someone (and this often applies to older users) just wants to easily pull the machine out of the box, open it and browse the Internet, they will stick with the default settings.

With new demographic data and Bing tracking now available in Analytics, we can compare the ages of the users clicking on our ads. We assume no longer.

This chart shows Bing traffic really takes off in the 35+ age groups, while Google stays fairly consistent with the population density throughout all age groups.

What’s the takeaway? Bing offers lower competition, a lower CPC and a high percentage of shoppers aged 45+, with real buying power. If you are not maximizing your paid search on Bing, you could be missing out on a great opportunity to increase quality leads.

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.