This means that if your company has only ever ran PPC ads on Google, then you may be omitting one-third of your audience by not using this platform in your marketing efforts.

These statistics alone should make you instantly realise that it’s worth also running PPC Ads on Bing as well as Google, as then you have the best of both worlds and ensure you’re not missing out on prime opportunities for new customers and revenue by not covering all your bases.

Facts and Stats about Bing Ads:

• With a single Bing ad buy, you can reach 162 million unique searchers using Microsoft and Yahoo sites (including Yahoo Search, Bing, and partners), which account for 30% of total search engine share and over 6 billion searches a month.
• From June 2011 to June 2012, Bing stole 5% of Google’s search share.
• Bids on Bing tend to be lower, and the competition for keywords is lower.
• Local, travel, shopping and health related searches account for 30-40% of total search queries. Sessions in these four areas on Bing are often longer and more complex, so Bing might be worth exploring if you run a business in one of these verticals.
• Searchers on Microsoft and Yahoo sites are likely to spend 21.5% more than the average web searcher, and 0.76% more than Google searchers in the U.S. 
• Worldwide, paid search click-through rates on Google and Bing have been neck in neck. Average worldwide CTR on Bing in Q1 of 2011 was 2.5%, compared to Google’s 2.9%. However, in 2010, Bing’s average CTR was higher than Google’s, at 2.8% to Google’s 2.5%.