You probably know the importance of advertising on platforms like Google, Facebook, and YouTube. But what about Bing Ads?
While Bing isn’t the world’s largest search engine, it does command more than 34.7 percent of online search volume.
That means savvy digital marketers should learn how to leverage the power of Bing Ads.
In this guide, we’ll look at what makes Bing Ads great, and show you how to set up your first campaign.
Why use Bing Ads?
Bing is Microsoft’s search engine—an alternative to Google. It is the default Windows search engine on hundreds of millions of Microsoft products.
That means that there’s a lot of people using Bing every single day—the same people who could be looking for your products or services.
And, according to Microsoft:
Bing users spend 36% more money online when shopping from their desktop computers than the average internet searcher
137 million people use the search engine
There are 6 billion searches on the platform every month
Nearly 35% of all online searches in the U.S. are done on Bing
If you don’t use Bing Ads, you’re potentially letting a lot of money fall by the wayside.
Bing Ads vs Google Ads
When it comes to launching an ad campaign, Bing and Google are very similar.
Digital marketers need to conduct smart keyword research, then bid and purchase ads for those keywords. The search engine will then evaluate which ads best match the searcher’s intent for the keyword and rank the ones they believe will meet the searcher’s needs.
But obviously, there are some differences between the two platforms.
Difference #1: Cost-per-click
Some studies have suggested that Bing Ads have a lower cost-per-click (CPC) than Google ads.
Of course, the true cost of your ad depends on the keyword you’re bidding for. That’s why we recommend you test out both platforms. If you find one to be more cost-effective than the other, you can always shift the rest of your budget for better ROI.
Difference #2: Control
Bing has ad tools that allow you to assign campaigns to different time zones, search partner targeting, and search demographic targeting.
Bing is also transparent when it comes to information regarding its search partners. This allows you to find out where your traffic is coming from and adjust your ad campaigns accordingly.
Difference #3: Less competition
Google has Bing beat when it comes to traffic by a long shot. It is the world’s largest search engine after all.
But that’s not a knock against Bing. In fact, it means there’s less competition for digital marketers looking to target specific keywords—resulting in better ad placement and more affordable ads.
This is all to say one thing: Don’t sleep on Bing Ads. In fact, they can be a very powerful way to increase leads and sales for your business.