We all know Google is the king of search traffic. It has about 90% of the market share with the rest being divided between several competitors. This leads many to make the marketing mistake of believing Bing ads are a waste of time.
While discounting Bing might be understandable, we think marketers should give it more consideration. Its market share might only be a fraction of Google’s, but it still offers a lot of value. Bing’s fraction of the market is still made up of 700 million unique searchers. That is a large audience.
Furthermore, there are people who only use Bing. There might not be nearly as many people who only use Google, but it is still a lot of people. If you are only pushing your PPC campaigns on Google Ads, you are missing a large audience that is probably being overlooked by your competitors as well.
Along with that, Bing’s ads offer some nice opportunities. With Microsoft Advertising, you not only have the search engine ads, but you have other formats like Bing native ads that can be placed on other websites and online properties.
Why Use Bing Ads?
If you are already using Google Ads, you might think Bing ads aren’t worth your time. We would argue that they could be a way to help you get ahead of competitors. While they are focusing on the advantages of Google Ads and Facebook ads, you can use those platforms and take advantage of the underexploited Bing.
The first reason to use Bing ads is the audience. It might not be nearly as big as Google’s, but it is still a large audience. Beyond that, much of Bing’s audience is unique from Google’s. They tend to be a little older, more educated and higher in income.
Another reason to use Bing is that you can get more bang for your buck. Ad placement on Google is competitive. With more people bidding for the same space, the prices tend to be higher. When you look at Bing, there is less competition, which results in lower prices for ad placement. That means you can run similar ads with similar placement at a lower cost.
Bing also makes it easy to get started. The ads manager is similar to the one you would use in Google. Along with that, Bing also has a feature that allows you to import ad campaigns from Google Ads to Bing ads. If you are already using Google Ads, getting started with Bing Ads is very easy.
Tips for Bing Advertising
While Google Ads and Bing Ads are similar and you can import campaigns, there are differences. You don’t want to just import campaigns and keep everything the same. You need to know how to use Bing Ads before you get started. The following are a few tips to help advertisers succeed with Bing Ads:
Just like Google Ads and other networks, Microsoft Advertising offers event tracking. If you want to see what people are doing after they click your ads and take advantage of remarketing, you need to set up Universal Event Tracking on your website.
You can set up unique campaigns for Bing, but importing campaigns from your Google Ads account can be great for getting started. Much of the work is already done, so it can be a way to save time with your first Bing ad campaigns.
Importing ads can be helpful, but you might want to make some adjustments for the new platform and audience. Since there is less competition, you might want to adjust your bidding strategy for Bing ads. There might also be good reason to tweak some of the text or target different keywords.
Action extensions allow you to put a CTA button in a Bing ad. They offer 62 preset actions like “subscribe” or “browse” and they can be effective for driving action on the part of consumers.
Responsive ads offer the option to submit a range of headlines and descriptions for an ad set. Bing then uses artificial intelligence to match the most effective combinations for each search query. This can be good for making sure your audience is always getting the right messaging and it can be a way to test more headlines and descriptions.
Bing might not be as big as Google, but there is still a lot of marketing value in those search ads. We wouldn’t recommend leaving Google for Bing, but it can help you reach a new audience and the lower cost means that it has the potential to offer a much higher return on ad spend.
January 29, 2021
10 Tips to Improve ROI in Google Shopping Ads as Shared by Industry Experts
The year is 2021, and Google Shopping ads is a platform that has been the cornerstone to success...
January 15, 2021
A Marketer’s Guide to iOS 14: Taktical’s Analysis of Problems and Solutions
When a giant like Apple makes moves, it affects everyone working in the digital space. For better or...
December 31, 2020
10 Instagram Hacks You Should Know About Going Into 2021
With more than a billion users, Instagram has grown into a social media platform that marketers can’t ignore....
December 20, 2021
Using Instagram as a Shopping Platform
Using Instagram as a Shopping Platform If you are in eCommerce, you can’t afford to ignore Instagram marketing....
December 17, 2021
4 Reasons Why Reddit is the Best Place to Advertise
4 Reasons Why Reddit is the Best Place to Advertise If you’re looking for an alternative to Facebook...
December 7, 2021
LinkedIn Ads Best Practices
LinkedIn Ads Best Practices We all know social media can do a lot to help you achieve your...
December 4, 2021
The 10 Best Apps for Marketers
Small and large businesses alike have embraced digital marketing as one of their most important aspects. In addition...
December 2, 2021
Why Advertising on Snapchat is a Good Idea
Why Advertising on Snapchat is a Good Idea When you think about which social media apps to advertise...
August 30, 2021
How B2B Guest Access Is Redefining The B2B Consumer Goods Business
Business-to-business (B2B) vendors often have to refine everything in their businesses, so that they can continue serving their...
August 17, 2021
20-Step Google Analytics Audit: A Guide To Optimal Performance
Google Analytics is something we spend hours exploring and learning from (weird, right?). It’s the best way...
August 17, 2021
The Top 20 Best Facebook Advertising Agencies in NYC
There are a lot of great businesses who just can’t take on the constant focus require to master...
August 17, 2021
Extremely Clickable Call To Action Examples & Phrases
Every time you put an ad in front of a potential customer, you want them to do something....
August 17, 2021
The Ultimate Guide to Instagram Ads in 2021
There’s a lot of places you can spend your paid social budget. One of those places should be...