Bing has made extensive efforts to increase ad clicks and improve market share with Google, according to Search Engine Journal, and the search giant seems to be finding some success. Although Google is still on top, Bing is steadily gaining market share and becoming a top contender in the search engine industry. Local search marketers may want to adjust their campaigns accordingly in order to reach their target consumer base on all possible avenues.
A report by The Search Agency showed that Bing's total search advertising spend increased 21.6 percent year-over-year in the overall market, especially increasing with higher tablet use. Smartphone and tablet click volume in general increased.
"2012 was a strong year for search advertising, and mobile and tablets helped drive this growth exponentially," said Keith Wilson, vice president of agency products at The Search Agency. "Bing has been ferociously working to grab market share from Google, particularly battling it out on tablet devices."
The increase in smartphones and tablet devices was not a shock to marketers, says Search Engine Land, and it only confirms that there is still a growing demand for mobile-optimized ads and websites. Local SEO strategies should be targeted for mobile users as they are searching local businesses on the go.