What is Bing in China?

Bing is a global search engine developed by Microsoft Corporation. Over the past 12 months, Bing has accounted for 33.47% of the search engine market share in China and shows an increasing trend in 2024. As businesses look for alternatives to Baidu, Bing is emerging as a key player in China’s digital landscape.

Differences and Advantages between Bing and Baidu:

1) International Search Results

Bing provides more comprehensive international search results, making it suitable for users who need to find global information.

2) Target Audience

Bing’s user base mainly consists of adults and business users, who have higher purchasing power and decision-making authority. These users often exhibit more professional search needs, making Bing an excellent target market for B2B enterprises or high-end consumer goods.

3) Privacy Protection

Bing emphasises user privacy protection, which is an attractive point for some enterprises and individual users who prioritise data security.

4) Search Quality

Bing provides relevant and valuable search results, especially in certain specific areas such as science, technology, and medicine.

Our Experience:

1) Low-Cost Customer Acquisition Channel

In 2024, Bing launched its search advertising business in China. From the actual performance of our ad placements, the cost of acquiring customers through Bing is much lower than that of Baidu. Currently, for companies acquiring users through search advertising domestically, Bing is a channel that can achieve low-cost user expansion.

2) Favorable Advertising Competitive Environment

For companies with brand trademarks, advertising on Bing can achieve brand protection and avoid malicious competition from peers.

3) Importance of Creative Copy in Current Ad Placements

Compared to Baidu and other search engines like 360, Bing’s current creative format is relatively simple. Multi-style image formats have not been launched yet, focusing more on creative copy. Additionally, the backend settings for creativity differ from Baidu’s, requiring attention. Many clients default to using system copy, resulting in low relevance between the creativity and the product being advertised.

Who Bing is Suitable For:

1) Multinational Corporations

Companies that need to conduct market promotion and brand publicity on a global scale.

2) Foreign Trade Companies

Companies relying on international markets for business expansion can use Bing’s international search results to gain more business opportunities.

3) Technology Companies

Technology companies with high requirements for data security and privacy protection.

4) Academic Researchers

Researchers who need to conduct extensive international literature searches and data analysis.

Conclusion

Bing is steadily growing in China and provides businesses with a strong alternative to Baidu, especially for those targeting international markets, prioritising data privacy, and seeking cost-effective advertising solutions. With its expanding search market share and unique advantages, Bing is becoming an essential tool for companies looking to establish a competitive digital presence in China. For businesses aiming to reach a high-value audience and leverage global search capabilities, now is the time to explore Bing as a strategic platform for growth