Submitted by Deanna on Fri, 12/22/2017 - 12:36

If your firm runs any digital ads, it’s almost certain you use Google. Google makes up the vast majority of online searches in the US, so why wouldn’t you work with the behemoth? What’s far less common is running campaigns on Bing. While Bing has just a fraction of the traffic of Google, your firm might still be able to find some very profitable cases while using ads on Bing. Here are some pros and cons of working with Bing:

Pro: There’s Less Competition

Not many firms take ads out on Bing. When there’s less competition for your keywords, you’ll be able to save money in your PPC budget. Additionally, you’ll have a better chance of ranking higher on the search results if there’s not as much competition. It’s entirely feasible to rank on the top ad position on Bing for a query that’s completely saturated on Google.

Con: With Less Competition Comes Less Volume…

There’s a reason why every single law firm in the country isn’t clamoring to place ads on Bing. Just not as many people use Bing as a search engine, so there’s not as much volume.

It’s very unlikely you’ll be able to find enough claimants on Bing alone, which means that if you rely on PPC marketing, you’ll still need to use other sources to generate leads.

Pro: Bing’s Users Are Old

While this maybe wouldn’t be a benefit for Apple or another company that targets younger consumers, Bing’s old age is great for Social Security disability attorneys. Bing’s own data shows that the vast majority of users are over age 35. Additionally, Bing users are “blue collar,” which is even more good news for disability advocates or attorneys who want SSDI claimants with a physical disability.

Con: Bing’s Users May Not Be Tech Savvy

87% of Bing’s users come from Internet Explorer. Why? Bing is the default search engine on IE. It’s possible that Bing’s users simply fall in love with the search engine and Internet Explorer! More likely, they simply don’t know how to change their default search engine or download a different browser. While older generations have high internet use rates, they’re still not as familiar with technology as younger generations.

What does this mean for your law firm? It’s possible that a consumer might fill out a Free Evaluation and have no idea he or she is actually signing up to speak with an attorney. Older populations may be confused, unable to read fine print, or misinformed when clicking on ads. It’s important to be as transparent as possible when creating PPC ads on Bing or any other network.

So Should You Use Bing?

Bing can be a great fit for many law firms! There’s less competition and the average price per click is lower on Bing than Google. The only challenge will be getting enough volume to keep your firm running smoothly.

If you’re looking to supplement your caseload this year, give eGen a call at 617.800.0089. We’d be happy to discuss our lead pricing and availability with members of your firm today.

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