Bing on the Rebound: 40% increase in desktop click volume in 2018

250% YoY growth in mobile text ad revenue and more than 500% growth in mobile Shopping’s

The Competition between Google and Bing’s desktop CPCs seems to have become even fiercer, as Bing offers a much cheaper, less competitive click that can lead to greater ROAS in campaigns, making it an excellent channel to invest in.

According to ROI Revolution’s 2019 Ecommerce Paid Search Report, Google CPCs (Cost per Click) on desktop are up more than 60% since the start of 2017. On the other hand, average Bing desktop CPCs have risen 19% in that same timeframe, and are currently more than 25% cheaper than an equivalent Google click ($.87 vs. $1.09 in 2018).

This has helped Bing to a nearly 40% increase in click volume on desktop in 2018 vs. 2017. It has also led to an uptick in overall click share, where Bing now sits at almost 40% desktop click share in 2018, up from only 27% throughout 2017.

It’s not just desktop that has seen resurgence for Bing. Mobile has shown some tremendous promise as well. With Advancements in AI, such as the 170 in-market custom audience segments now available, as well as Bing Ad scripts that make automation a breeze, Bing has been taking steps to streamline and customize their advertising. They’ve also formed an exclusive partnership with Verizon Media to be the sole search provider on Yahoo, AOL, Huffington Post, TechCrunch, etc., so their impression share should continue to rise.

The improvements and reach have surely led to some impressive mobile growth for Bing, culminating in a 250% YoY growth in mobile text ad revenue and more than 500% growth in mobile Shopping ad revenue.

Overall click share as a percent of Google is also on the rise, from a 4% average throughout 2017, to as much as 16% overall click share belonging to Bing in Q3 2018!