Lexi Webster
Bing is a search engine owned by Microsoft that was launched in 2009. While Google is the most popular search engine in Australia, with a market share of 93.67% as of June 2023, Bing is also used in Australia and has seen its market share grow over the years. In 2018, Bing's market share for all general search engines in Australia reached about 5%. In this response, we will explore the number of people who use Bing in Australia and how it compares to other search engines in the country.
| Characteristics | Values |
|---|---|
| Market share in Australia as of 2018 | 5% |
| Market share in Australia as of 2019 | 3.5% |
| Additional search volume from MSN Australia as of 2019 | 0.72% |
| Google's market share in Australia as of June 2023 | 93.67% |
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What You'll Learn
Bing's market share in Australia
Bing, owned by Microsoft, has seen its market share in Australia grow since its launch in 2009, but it still lags behind Google. At the start of 2019, Bing had slightly more than 3.5% of the market share in Australia, with an additional 0.72% search volume from MSN Australia. As of September 2018, Bing's market share for all general search engines in Australia had reached about 5%.
Bing has also been making inroads with advertisers. In 2019, Microsoft announced that 500,000 advertisers serve ads on Bing through Microsoft Advertising. Advertisers on Microsoft Advertising have the advantage of serving ads across dozens of smaller search engines through one platform, allowing them to target or exclude individual search engines from their campaigns. Bing also offers a higher ad click-through rate (CTR) than Google.
Despite these efforts, Australian users remain lukewarm on Bing, and it continues to trail far behind Google in market share. As of June 2023, Google's search market share in Australia was 93.67%.
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Bing's advertising potential
While Google is the most popular search engine in Australia, with a market share of 93.67% as of June 2023, Bing also has a presence in the country. As of 2019, Bing had slightly more than a 3.5% market share in Australia, with an additional 0.72% search volume from MSN Australia. In 2018, Bing's market share for all general search engines in Australia reached about 5%.
- Less Competition: With fewer advertisers on Bing compared to Google, there is reduced competition on the Bing SERP. This means that advertisers on Bing can benefit from lower costs and increased visibility for their ads.
- Higher Ad Click-Through Rate (CTR): Benchmarking data has shown that Bing can offer a nearly 50% higher ad click-through rate than Google, indicating that Bing users may be more engaged with the ads displayed.
- Integration with Microsoft Advertising: Managing advertising campaigns on Bing is made simpler through Microsoft Advertising. Advertisers can easily import their Google Ads campaigns to Microsoft Advertising and choose which changes to sync daily.
- Reach a Different Demographic: Bing users tend to be older than the US average, and the search engine performs well in the healthcare industry, attracting 47% of all paid search clicks in that sector. Targeting Bing can help advertisers reach a different audience segment.
- Powering Smaller Search Engines: Microsoft partners with dozens of smaller search engines, and advertisers on Microsoft Advertising can serve ads across all these search engines through one platform. This expands the reach of their advertising campaigns.
In summary, while Bing may not have the same market share as Google in Australia, it still offers advertising potential due to its lower competition, higher ad click-through rates, integration with Microsoft Advertising, and ability to reach a different demographic. For advertisers looking to maximize their reach and target a specific audience, Bing presents a valuable opportunity in the Australian market.
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Bing Places for Business
To set up your Bing Places for Business account, visit the Bing Places for Business website (bingplaces.com) and sign in to your Microsoft account by clicking "Existing user". If you don't have an existing Microsoft account or want to create a new one specifically for your business, click "New user". Enter your email address and set up a password, then confirm your account with a verification code sent by Bing.
If you already have a Google Business Profile, you can import these details by clicking the "Import from Google Business Profile now" button and choosing the Google account associated with your business profile. Bing Places for Business will automatically copy the details from your Google listing, and you'll receive instant verification.
To set up a business listing manually, choose your business type and location from the drop-down menus. Then, use the search box to enter your basic business details. After you've verified your account, your listing will show up for potential customers to see.
To get the most from your listing, you need to optimise it. Keyword research is essential to find out what your potential customers are searching for so that you can use those search terms to optimise your listing and appear higher in relevant search results. For example, if you own a bakery in New York City, you would want your listing to appear first when someone searches for "bakery NYC". You can also explore keywords that include "Italian" if your bakery specialises in Italian baked goods. Update your Bing Places for Business listing title and description using the keywords you've found, but be careful not to stuff keywords. Include your target keywords naturally so that your listing reads well and is easily understood.
Positive customer reviews are also critical for many aspects of business success. Surveys indicate that 99% of consumers check online reviews before purchasing, and 57% will read reviews while shopping in-person. Bing sources reviews from third-party websites like Yelp and TripAdvisor. You can encourage customers to leave reviews by providing QR codes on tables or receipts that lead to review sites or by offering rewards in exchange for reviews.
In Australia, Bing's market share for all general search engines reached about 5% in 2018. With roughly 1.1 billion global users, it is the second-largest search engine after Google.
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Yahoo's reliance on Bing
However, this reliance on Bing has also limited Yahoo's ability to differentiate itself in a market dominated by Google. Yahoo's search engine market share has been impacted by its partnership with Bing, with Google remaining the dominant force. Yahoo's focus shifted from technology development to user engagement and entertainment, with offerings such as multimedia deals and Fantasy Football leagues.
The deal between Yahoo and Microsoft also included a joint venture to sell advertising on both platforms, known as the Microsoft Search Alliance. This aspect of the partnership has been beneficial for both parties, with Yahoo gaining a significant slice of text ad revenue and Microsoft boosting its ad platform and search engine traffic. Yahoo's advertisers benefit from less competition on the Bing SERP, resulting in a higher ad click-through rate compared to Google.
While Yahoo has explored other partnerships and revenue streams, its reliance on Bing for search results has been a consistent factor. This reliance on Bing's technology has impacted Yahoo's ability to innovate and maintain a unique identity, despite offering features that appeal to some users. Yahoo's future success will depend on its ability to innovate and differentiate itself while leveraging the technology provided by its partner, Bing.
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Google vs Bing
Google and Bing are two of the most well-known search engines. Google has become so synonymous with searching things online that its name has become a verb. However, Bing is also widely used and often powers the results of smaller search engines.
In terms of market share, Google is still the world's most popular search engine. In 2024, Google held 91.47% of the global search engine market, which decreased to 89.54% in 2025. During the same period, Bing's share increased from 2.81% to 3.98%. Combined, the two search engines hold nearly 94% of the global search engine market share. In Australia, Bing's market share for all general search engines was around 5% in 2018.
Bing, owned by Microsoft, has grown in popularity due to its AI-powered features, such as Bing Chat, and its integration with digital assistants like Alexa and Cortana. It also offers email services through Outlook and other services like Office Online and OneDrive. Bing provides advertisers with unique advantages, such as serving ads across multiple search engines and reviewing ad performance on individual engines. Additionally, Bing has been reported to have a higher ad click-through rate (CTR) than Google.
Google, on the other hand, has evolved beyond just a search engine, offering a range of products like Gmail, Maps, Chrome OS, Android OS, and YouTube. It has a simple and clean interface that many users find easy to use. Google also has more core features, with its search index containing hundreds of billions of web pages. However, Google's algorithm updates are more frequent and widely discussed compared to Bing's.
When it comes to search results, both engines provide similar outcomes, and there is little information that can be found on Google that is not available on Bing. Bing tends to provide more information in the form of snippets, which can be useful but sometimes may be too general. Google, in contrast, is often more concise and specific. Ultimately, the choice between Google and Bing depends on personal preferences, and both engines have their strengths and weaknesses.
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Frequently asked questions
It is difficult to say exactly how many people in Australia use Bing, but it is estimated that Bing's market share in Australia was about 5% in 2018. This is in comparison to Google's market share of 93.67% in June 2023.
Australians are lukewarm on Bing. Advertisers would want substantial improvements to the search engine's backend before considering it a solid alternative to Google.
Bing powers Yahoo Search and DuckDuckGo, which have a market share in Australia of 0.52% and 0.59% respectively.
Bing advertising has been reported to have a 50% higher ad click-through rate than Google Ads, with significantly less competition.
Many people use Bing without knowing it as it powers smaller search engines that Microsoft partners with. These include Yahoo, which has been mostly powered by Bing since 2009, and DuckDuckGo.
