To Bing or Not to Bing? That is the Law Firm Marketing Question.

Do you use Bing to search for things on the internet, or, do you use Google as your go-to search engine? Most likely, you use Google. If that is true, then you are probably asking yourself – why would I even consider advertising my law firm on Bing?  

Well, if you are thinking about using pay-per-click (PPC) marketing for your law firm – something that is worth considering in the highly competitive legal industry – then you should not dismiss Bing out of hand. In fact, Bing Ads have a few advantages that might be beneficial for your law firm compared to Google Ads.

In this article, we are going to explore the main differences between Bing Ads and Google Ads. The information in this article might surprise you. If, after reading this article, you have more questions about getting some help marketing your law practice , then we welcome you to reach out to Oamii . We can provide great information on how you can more easily build your book of business.

Not only do we assist with PPC on Google Ads, but Oamii also provides expert B ing PPC ads managemen t in West Palm Beach, Florida. We are here to help you with all of your digital marketing needs. 

Also, we are up and running at full speed during the Covid-19 crisis. So, we invite you to contact us today. Our Oamii marketing professionals can provide effective marketing services that are second to none, at a reasonable price point. Contact us today by filling out our online contact form , or by calling us at 561-228-4111 . 

Before 2006, Google Ads (then called Google Adwords) dominated the PPC market. However, in 2006, Bing Ads came on the scene, and they have slowly started to make its way into the PPC market. Originally known as MSN, Microsoft’s search engine – Bing – has now become Google’s primary search engine competitor.  

That is not to say that Bing has matched Google’s dominant position. Far, far from it. But, Bing is quietly making inroads that might pay dividends in a few years time.

With that in mind, let us compare the two PPC platforms and see how they match up. 

We will compare these two platforms based on the following criteria:

1. Reach
2. Support
3. Cost per Click (CPC), and
4. Conversion Rates

Based on a snapshot of search engine traffic in April 2020, it appears that Google has about 81 billion (yes, billion with a “b”) visits per month. Bing, in the same month, had 930 million visits. Obviously, Google’s reach is about 800 to 1 compared to Bing.  Thus, there is really no comparison. Google simply reaches way more users.  

That said, the above stat should be put in a little context. There is a difference in demographics between Google and Bing. Of course, when we are dealing with numbers of millions and billions of people, one should be careful not to make too many blanket statements. Yet, there seems to be some indication that Google users tend to be younger computer users. Bing users, on the other hand, tend to be older.

More importantly, there is some information to indicate that Bing users are more affluent. One article noted that the typical user on Bing is generally over 35 years old, and largely between 55 and 64 years old. Also, about 33 percent of the Bing Ads audience has a household income of $100,000 or more.  

Thus, even though Bing cannot even compete with Google when it comes to reach, there is something to be said for the type of user who may see your advertisement on Bing Ads. Legal services are not cheap, and young people generally tend not to use (or need) lawyers compared to those who are 35 or older. Thus, Bing Ads can be a viable option despite the much lower reach.

Given the massive user base of Google Ads, it is not surprising that Google will have a tougher time managing support for those customers. Bing Ads, on the other hand, is a smaller universe. Accordingly, support is more readily and conveniently available.  For example, to get help with Google Ads, you need to send a support request (and hope for a response in a reasonable amount of time). Bing Ads, by contrast, have an online chat for immediate support.

Due to its market dominance, Google Ads have a higher cost per click.  According to WordStream, Google Ads cost about $2 per click, whereas Bing Ads cost $1.54 per click. Given the number of clicks your ad may receive, that $.54 difference will be significant.  

Return on investment is always one of the, if not the most important, factors when using a marketing budget. That is where our discussion of demographics again comes into play. Even though Google has the lion’s share of user visits, Bing users tend to spend more online, be older users, and have more income to spend. Thus, Bing Ads could be the bring the best ROI for your law firm marketing dollars.

 Oamii is laser focused on attorney marketing in West Palm Beach for law firms. Let us help you. We dedicate ourselves to optimizing your legal web design to deliver quality content to bring in new business. We have the tools and the team to make sure that your brand, your webpage, and your firm are top-of-mind.

When you invest in marketing for your law firm, you want to work with an agency that brings your law firm the best results and understands the temperature of the marketplace. You want to get the most out of your advertising budget and get the best return on investment.  

For B ing PPC ads management in West Palm Beach, Oamii provides quality products and services to our clients while keeping their best interests in mind, making use the best legal marketing agency in West Palm Beach, Florida. Our deliverables are always provided on schedule, budget, and scope.

You have a choice with your marketing dollars and resources. If you want to increase your marketing reach and want a company that focuses on SEO for law firms, then look to the help of an experienced, professional, legal marketing agency in West Palm Beach. Look no further than Oamii to crack the code on how to improve your marketing game. We welcome you to contact us at Oamii to help you market your firm and build your book of business. Please fill out our online contact form , or call us at 561-228-4111 today.