Have you dismissed using Bing Ads for your property management marketing? When it comes to pay-per-click advertising, almost everyone thinks of Google. That’s understandable; Google definitely owns the majority of the market when it comes to online search.
But, there’s a bit of a secret weapon out there that property managers can use to reach a different – and perhaps more qualified – audience. That secret weapon is Bing, and today we’re talking about why you should advertise on Bing.
Why Use Bing Ads for Property Management Marketing:
Who or What is Bing?
Bing is an online search engine that’s owned and operated by Microsoft. Like Google and other search engines, it allows users to search for web, video, image, and map content. It’s one of three search engines owned by Microsoft. They also own AOL and Yahoo, so when you advertise on Bing, you’re actually gaining access to all three platforms.
Take a Look at These Bing Statistics
It’s not Google, but Bing holds a pretty strong position when it comes to online search. In fact, it has 34 percent of the search engine market worldwide. Here are some other statistics that will catch your attention. According to our data:
- There are 5.4 billion searches on Bing.
- Bing has 136 million unique users.
- When you advertise on Bing, you are in front of 63 million searches that are not being reached with Google Ads.
If you aren’t advertising on Bing, it’s time to start thinking about those lost opportunities. Your property management company, regardless of its size and market, has a lot to gain by being in front of Bing users.
Who is Using Bing?
Bing users are a little different than the average Google user. In fact, when you advertise on Bing, you’re reaching an older and more educated audience. Take a look at the results of some recent research:
- 40 percent of Bing users are between 35 and 54 years old.
- Half of the Bing audience is over 35 years of age.
- About one-third of the Bing network has an annual household income of $100,000 or more.
- Almost half of the Bing network has an income of $75,000 or more.
This is pretty significant, especially when you consider the demographics of your average landlord or real estate investor. You want to make sure your advertising content is reaching the right audience. You can probably find a large part of that audience searching for content on Bing.
But wait, there’s more.
Based on recent research, we know that Bing users spend more time on pay-per-click websites and on landing pages. They also convert at a higher rate than the visitors using other search engine platforms.
This is important. You want to attract potential customers for your property management company, and you want them to spend as much time on your site and your landing pages. This leads to more business.
Using Bing Ads for Property Management: Conclusions
So, rather than thinking that you should advertise either through Google Ads or Bing ads, think of a strategy that includes both platforms. Google still has the majority of the search engine market. But, there’s a lot to gain from Bing, and you should consider what you can achieve while you’re growing your property management company.
However, it’s important to note that pay-per-click advertising is not the be-all, end-all. If you’re truly interested in expanding your business, pay-per-click should be part of a larger property management marketing plan that is comprehensive and is tied to your goals as a company.