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: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.