Neglecting all search engines that aren’t Google might not be your downfall, but it definitely won’t help you. It’s also possible to run whole advertising campaigns just on Google and Bing’s main sites. Here’s the thing: you shouldn’t.
The Underdog Engines
Google owns a majority of the global search engine market. This makes it a highly competitive market for advertisers, since that’s where a lot of the consumers are. This is why Microsoft Ads (or Bing Ads, depending on who you’re talking to) are a good alternative. The competition is lower, the prices are cheaper, and return on investment is often comparable if not higher than with Google Ads.
Where DuckDuckGo Fits In
Going further down the funnel from Bing is DuckDuckGo. DuckDuckGo doesn’t own half a percent of the global search engine market, but it is growing.
The business model of the platform rests on ensuring user privacy. Unlike Google and Bing, DuckDuckGo advertises based solely on keywords, not user history. This makes it particularly appealing to users who are concerned about their personal safety and privacy.
Who Could Benefit from Advertising on DuckDuckGo
Due to the secure nature of the search engine, DuckDuckGo should be particularly appealing to businesses dealing with sensitive matters. As a law firm, it’s likely that you are dealing with sensitive matters.
A quick glance at a few of our clients has shown some pretty significant numbers of pageviews over the past six weeks from DuckDuckGo users. As in, over 100 users for some firms. This may not be a lot percentage-wise (less than 1% of total traffic), but some of them have been leading to conversions. For a platform that isn’t getting much focus, it has a lot of potential.
How to Advertise on DuckDuckGo
DuckDuckGo is an affiliate with Microsoft, meaning advertising is distributed through the Bing Ads interface and network. This means that you can set up your Bing Ads to be distributed on DuckDuckGo searches.
You can make sure DuckDuckGo is included in your Bings Ads by going to Settings → Ad Distribution → Network → select All Search Networks.