Microsoft Bing is a web-based search engine owned and managed by Microsoft. The service originates from previous Microsoft search engines: MSN Search, Windows Live Search, and later Live Search. dIt offers a broad range of search services, including online, video , image and map search products. It is established using ASP.NET.
Bing has some pretty appealing features that make it competitive and might just give you an option. I’m going to share with you how Bing can actually be a valuable place to run advertisements for your company.
Where Bing really stands out?
Advertising on search engines is nothing new. But it can be an overwhelming experience for beginners to digital marketing to try to find the right locations and approaches to advertise.
And then when you consider that you have more than one search engine at your side, that only adds to the uncertainty. When you start looking at the search engine that you want to advertise on, there’s no doubt that Google Advertising has just got a wider audience.
Most people will look at a graph like this, open Google Ads, and never look back. They can run valuable advertisements for their company, make a lot of money, and never have to consider an alternative.
So what that translates into is that Bing’s reality is very different from what most people think.
Bing Ads are shown on three search engines instead of just one, you get a lot more exposure than a simple market share calculation would convey. Specifically, Bing Advertisements are seen on the Bing , Yahoo, and AOL search engines.
That means that, collectively, the Bing network is the second best place to put your ads on a market share basis.
I want to demonstrate you how you can find out if Bing PPC ads are worth looking into your business.
Step 1: KNOW YOUR AUDIENCE
The ultimate factor in whether you’re using Bing Ads depends on what you’re selling and who you’re selling to. Again, it all depends on your needs and whether your audience is really going to find you there.
Start your Bing Advertising assessment process with some old fashion customer persona creation. Customer people are the best place to launch any marketing campaign because it tells you who exactly you want to target.
In the case of Bing Ads, you want to search for excellent demographics like age and income, since those are the locations where you’ll see the greatest impact between Bing and Google.
Step 2: FIND YOUR COST-PER-CLICK
After you’ve measured the ability of your audience, you still need to consider the cost issue. Bing Ads have a different cost-per-click value than Ads. But certain businesses that have a lower cost-per-click does not mean that all of them would.
So to help you figure out if Bing Advertising is really cost-effective for you, you can take a few minutes to test your industry.
You can do this without committing any money using the Bing Ads preview app. This service lets you put a keyword in your industry and a few other elements to help you see if Bing Advertising would be cost-effective for you.
You’ll also get a preview of what your ad might look like on the Bing Network.
Once you’ve entered your details, you’ll get a helpful breakdown of the existing cost per click on the Bing Ads Network.
You can also enter an approximate budget to see how many clicks you can produce with your estimated cost per click.
If your estimates are similar or even lower than your similar Ads cost, this is a sign that Bing could be a good alternative to your company.
Step 3: SET UP A BING ADS ACCOUNT
When you’ve determined that your audience is on Bing and that it’s not going to be too expensive to run an ad, it’s time to set up your Bing Advertising account. It’s really simple.
Step 4: IMPORT YOUR GOOGLE ADS ACCOUNT
If you are already using Google Ads, you must import the details from your Ads account. It’s also a super simple method that just takes a few minutes.
It will take all the campaigns you’re running in Ads and create similar campaigns in your Bing Ads account. And it’s not going to adversely affect something you’re running on your current Advertising account.
Step 5: SET UP MIRRORING CAMPAIGNS
If you choose not to import your promotions, you may need to set up all accounts manually.
If that’s the case, I still want to show you how you can do that effectively to test whether Bing Advertising is a good choice for you.
This one needs more effort, but because you have parallel ad accounts, you just need to test if the conversions you’re getting are worth it.
Step 6: CHECK YOUR RESULTS
Once you’ve started your campaigns, let them run for a while, you should have enough data to begin making some assessments.
Both sites make it easy to step back and measure how activities are progressing.
First of all, you can confirm that your cost-per-click on each platform accurately reflects your findings.
REASONS TO CONSIDER BING ADS THAN GOOGLE ADS:
- REACH 33 PERCENT OF U.S. CONSUMERS:
If you haven’t used Bing Ads as part of your search marketing plan, it means that you’re losing more than 30% of the search traffic in the United States. Bing owns about 33 percent of the search market in the United States, including searches from Bing , Yahoo, Apple’s Siri, Amazon’s Kindle, and several other such search partners. If you’re passing on Bing, it sure means that you’re going through a lot of traffic in the US.
- LESS COMPETITION:
Many businesses use Google Advertising and neglect Bing Ads. This makes it clear that there are no competition. So while rivals tend not to reap the rewards of advertising on Bing Ads, you can use your heir loss to your advantage. Since competition in Bing is much smaller, it’s much easier for you to get the traffic you need. In fact, in a few instances, you can win as the sole bidder for certain keywords. You will need a lower budget to run ppc campaigns on this search platform.
- BETTER ROI:
Campaigns in Bing Ads tend to be more effective as they get higher click rates (CTR) with lower click cost (CPC), which typically contributes to better ROI. Ads might be a good choice for those looking for volume only. But via Bing, you will produce fantastic results when it comes to making the most of your investments. Mobile search ads are more concentrated, and you can get to the granular level of the campaign.
- SUPER SIMPLE SET UP:
You need to start by creating a Bing account that’s super easy. If this is done, Bing will give you the ability to import existing Google Advertising campaigns. This means that you won’t have to replicate campaigns that you successfully ran on Ads.
- INCREASED CONTROL:
Unlike Advertising, Bing allows you to delegate different ad campaigns to different time zones. This makes it much easier to handle Bing ‘s sophisticated ad scheduling techniques. In Ads, Google lets you set your network, language, location, ad scheduling, and ad rotation settings at the campaign level, and ad groups are limited by their campaign settings. But Bing Ads will open up these options at the level of the ad group, enabling you to easily change the settings for a specific ad group. Bing also has smart software to help you understand your search ads and keywords.
- 3 SEARCH ENGINES:
Bing has three search engines, while Google has just one, so when you advertise on the Bing site, the advertising is seen on – Bing , Yahoo, and AOL. This links you with millions of searchers, extending your scope to a wider audience. This also means that you should expect higher click-through rates overall.
- AUTOMATED RULES:
Bing Advertising automated rules help you to control your account and campaigns effectively. Automated rules, essentially let you make automatic adjustments based on the particular rules and conditions set out in your accounts. Users can adjust their status, bids, budget, and more. Automated rules will save you a lot of management time that would otherwise be lost by introducing new promotions on new channels.
- DRIVE MORE FOR LESS MONEY (LEADS, SALES AND TRAFFIC):
Significantly, lower competition means lower bids and lower cost per click (CPC). Because fewer advertisers compete and bid for the same keywords, you will have to pay less for clicking on that keyword than on Advertising. At the end of the day, you generate a lot more leads, traffic and sales for a lot less money, the difference can be as high as 50%.
- BETTER MOBILE TARGETING:
Mobile advertising targeting on Google Ads are very limited. Bing helps you to target individual devices based on their type and operating system. If your demographic target favours a specific mobile OS, or if your app focuses on a particular mobile device, you can send highly targeted ads to it.
- GREATER TRANSPARENCY:
Bing is a highly international forum when it comes to sharing specifics of the results of its search partners. Bing will provide you with detailed reports on the results of each of the search partners in your campaigns; these reports will provide information on all their metrics, starting from impressions to conversions.
- BING ADS OFFERS MORE GRANULAR CONTROL AT THE CAMPAIGN AND AD GROUP LEVELS:
Unlike Google Advertising, Bing allows you to assign different time zones to different campaigns. This makes it much easier to manage sophisticated ad scheduling strategies in Bing, particularly if your campaigns reach the international level.
Google Ads allows you to set your network, location, ad scheduling, language and ad rotation settings at the campaign level, and ad groups are bound to their campaign settings. Bing Advertising, however, opens up these options at the ad group stage, allowing you to easily alter the settings for a specific ad group without having to go through the hassle of developing a brand-new campaign to make a change.
- BING ADS HAS BETTER DEVICE TARGETING OPTIONS:
Google gained the scorn of the paying search group in 2013 when it forced conversion to enhanced initiatives, targeting both laptop , tablet, and mobile devices by default. Users can modify their deals to mobile devices, but not tablets, and users can’t opt out of targeting desktop searches.
Although Bing plans to withdraw some targeting options in March, Bing marketers can still exclude desktop and tablet traffic from their campaigns at the moment.
- BING ADS OFFERS MORE TRANSPARENCY AND CONTROL OVER SEARCH PARTNER TARGETING:
Google gives paid search marketers two options at the campaign level: target Google search, or target Google search and search partners. There is no alternative or no one in between. You can’t just target your search partners and remove a specific search partner. You can’t even see which of the partner engines are driving traffic to your platform.
Bing gives users the flexibility to target just Bing & Yahoo, only search partners, or both, at the level of the ad category. You can also easily run a report in Bing to see which search partners are directing this traffic to your site.
You can also remove the particular search partner without having to opt out of all other partner pages. Go back to the campaign settings and add the website as “Website exclusion.”
- BING ADS HAS BETTER SOCIAL EXTENSIONS:
Bing started testing automated social extensions at the end of 2014 by showing the number of Twitter followers that the advertiser has next to their ad:
Meanwhile, Google’s social extensions reveal your Google+ followers, which is a good idea, but no one uses Google+.