Bing is Microsoft's search engine, emblazoned with the slogan 'Bing and Decide'. The engine was created as an alternative to Google, and is designed to give users more relevant search results. Bing offers a range of features and benefits over its competitors, including faster searching capabilities and improved accuracy.
In terms of functionality, Bing uses integrated web results, real-time search, and news streams, to deliver results that are tailored to each individual user’s search query. As an example, if a particular user searches for ‘latest’, they will be presented with a range of news articles tailored to the keyword. This means that each individual receives search results that are relevant to the term they’re searching for.
Another significant feature of Bing is its People Insights technology. This advanced tool allows users to analyse an individual’s social history, such as their connections, profile pictures and contact details. It also enables users to visually explore activities and conversations related to their search term.
In a bid to make the overall shopping experience easier for users, Bing also launched a Shopping filter, allowing shoppers to compare prices for a particular product amongst different retailers. This filter means that instead of having to trawl through multiple sites to find the best deal for a product, shoppers can quickly find the best price using a few simple clicks.
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In terms of marketing, Bing eclipses its competitors in terms of content marketing integration. The platform has partnered with a number of high-profile companies to produce content such as product reviews, how-to guides, educationally inspired content and more. This content is designed to help customers get the most out of their searches on Bing. In addition, Bing’s Paid Results platform allows users to target other companies’ campaigns directly to Bing users, making it an effective tool to drive more traffic to websites.
As with any search engine, there are a few key points to keep in mind when marketing on Bing. Firstly, content should be created with SEO (Search Engine Optimization) best practices in mind. This means creating content that is specifically tailored and search engine optimized for the platform. Secondly, users should also be aware of the keyword targeting options available on Bing as these allow them to target their audience more effectively. Finally, it is important to remember that Bing rewards users that have a good brand presence and offers campaigns specifically tailored to their searches.
To conclude, Bing offers a range of features and benefits that make it a powerful tool for marketers. The platform is designed to be a direct competitor to Google, offering users faster and more accurate search results, advanced People Insights, and integrated shopping filters. For marketers, Bing can be used to target potential customers by creating content specifically tailored to the platform and by taking advantage of the keyword targeting options available. Following these best practices ensures that marketers can make the most out of their campaigns and maximise their reach on Bing.