‘Why copying campaigns between search engines misses opportunities’ – Marketing Land

John Cosley says, “Each month, users conduct more than 100 billion searches on search engines globally. And every day, a portion of the searches they perform involve queries that have never been made before.

Those facts are widely cited, but fewer marketers are aware that at least a third of all searches conducted are from query terms unique to each search engine, such as Bing or Google. (According to Microsoft’s, my employer’s, internal research.)

Why all these unique queries?
There are more than 7.3 billion people on this planet — each one of them unique. While those that are online often have popular searches, such as “Facebook” or “Craigslist,” in common, they also have millions of ways to uniquely express their needs to search engines. For example, if we both had a water pipe burst, you may search for “plumber” while I may search for “fix water leak.””.

Why copying campaigns between search engines misses opportunities

Marketing Land