Google is king in the search world, but new research suggests that marketers may not want to give up on Bing as a viable search solution.
According to Adobe Digital Index’s recent digital advertising report, Bing search results are driving higher-quality traffic to sites compared to Google, and retailers are getting higher revenue-per-visit from Bing 
traffic than from Google.
“Because of this finding, we think marketers should optimize campaigns on Bing first, so they are getting the higher-quality traffic, and then move to Google for the bulk of the traffic,” says Adobe Digital Index senior analyst Joe Martin.
ADI’s analysis is based on consumer data to brand sites during 2013 and 2014, and is comprised of aggregated and anonymous data from more than 400 billion non-app browser referred visits, more than 300 billion Facebook impressions, and 1.05 billion search ad impressions captured by Adobe Social, Adobe Analytics and Adobe Media Optimizer.
The Adobe report also predicts that SEM spending will increase by 20 to 25 percent over the next year, and that macroeconomic data (such as weather and unemployment data) will be the next big factor in maximizing conversion rates.
Mobile traffic also ontinues to increase, according to ADI’s data, with 40 percent of all paid search traffic will come from smartphones a year from now. ADI research shows that Google Shopping ads will grow from 15 to 25 percent in the year ahead, and that Facebook paid impressions for retail will increase 10 to 20 percent during Q4 of this year.
“We expect brands to invest more in social during the holiday season as well. As social becomes a bigger part of the holiday commerce experience, brands and retailers are going to want to make sure their messaging is being seen,” Martin says.
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