Bing now accounts for roughly 23% of the online search volume and that percentage is steadily growing. In fact, just to compare results between the two, I’ve been using Bing as my primary search engine for the last month and I have to say, there are good reasons why Bing is growing in popularity.
With all that in mind, now is a great time to give Bing Ads a try. The platform is easy to use and—more importantly—there’s a lot less competition. Let’s take a look at what Bing Ads has to offer and how to get started with the platform.
Essentially, Bing Ads is Microsoft’s version of Google AdWords. In the same way that Google AdWords allows you to run ads on the Google search network and Google’s partner networks, Bing Ads allows you to run ads on both the Bing search network and it’s partner networks (Yahoo and AOL—yes, people still use these).
In fact, Bing and AdWords are so similar that Bing has an option to directly sync all of your AdWords campaigns to Bing. You can import them once or do all of your work in AdWords and let Bing update your Bing Ads campaigns to match on a daily, weekly or monthly basis (note, there are a few minor differences between AdWords and Bing that you’ll need to keep an eye on, click here for more information).
Benefits of Using Bing Ads
More Transparency with Bing Ads:
There is more transparency with Bing, as it allows you as the advertiser to see exactly where your traffic is coming from. Reports are available that will show you whether the traffic is coming from Bing, Yahoo or any partner groups. These reports are extremely beneficial for a PPC campaign, search engine optimization (SEO) purposes, and improving digital ad strategy. Targeting is more effective when the advertiser knows from where traffic originates. Better still, you can use the reports to identify and opt out of individual partner sites.
Greater Flexibility with Bing Ads:
Bing is effectively attempting to provide advertisers with as much flexibility as possible. Using Bing ads, advertisers can tailor ad groups or campaigns to target a particular demographic, such as small business owners or healthcare providers. This kind of control over audience segmentation is a marketer’s dream. The platform is designed to make ad targeting as effective as possible in reaching your target audience, without blowing the budget.
Bing’s Mobile Advantages:
Bing allows you to target your ads by two categories of devices, desktop and tablet, or mobile. However, Bing does add an additional option that you won’t find in Google Adwords – the ability to have bid-modifier settings specifically for tablets, as well as mobile phones.
Less Competition on Bing:
Lastly, there is much less competition using Bing ads. Advertisers can get much higher click-through rates for competitive keywords or phrases. What’s more, the cost per click (CPC) on Bing ads is much lower. For small to medium businesses especially, Bing is a great platform for marketing campaigns on a tight budget. Either way, Bing ads are worth a look at the very least.