Bing Keyword Planner, part of Microsoft Advertising, is frequently overlooked by SEOs who focus exclusively on Google. That’s understandable given Google’s dominant market share, but it’s a mistake if your target audience skews older, uses Windows devices heavily, or operates in the United States where Bing’s market share is more significant than in other regions. The Microsoft Search Network, which includes Bing, Yahoo, and partner sites, reaches a distinct demographic that can be commercially valuable, particularly in finance, healthcare, and B2B sectors.
The tool works similarly to Google Keyword Planner. You enter seed keywords or a URL and receive search volume data, competition levels, and suggested bid prices. The volumes are naturally lower than Google’s equivalents, reflecting Bing’s smaller search share, but that also means competition for paid and organic rankings is often lower, presenting genuine opportunity for sites willing to optimise specifically for the Microsoft ecosystem.
The main limitation is obvious: Bing’s total search market share outside the US is quite small, and in some international markets the data will be too thin to be meaningful. The tool is also not as feature-rich as Google Keyword Planner, and the interface feels more basic. I wouldn’t rely on it as your primary research tool, but I’d strongly recommend running your confirmed keyword targets through it as a secondary check. Knowing that Bing users phrase a query differently, or that competition is unusually low on a commercially valuable term, can inform both your organic and paid strategies in ways that matter.