Bing Ads: Are They Worth the Trouble?

While Google is the most popular search engine on the web, believe it or not, a pretty good amount of people use other search engines as well. One of these is Bing.

If you're advertising your goods or services online using paid search marketing, also known as pay per click (PPC) advertising, then you may want to consider using Bing Ads for some of your efforts. Despite a lower user base, there are enough people using Bing to make it worth your while.

Bing also offers some advantages for advertisers compared to Google.

Below we'll tell you about some of the advantages of advertising with Bing and why it may just be worth the trouble after all.

1. Cheaper and Less Competitive

One of the best things about using Bing Ads is that not many other marketers are. This means that there will be less competition for you and it also means that Bing offers lower costs per click (CPC).

If you're a business that is advertising on a budget, then you'll likely find it much easier to manage your costs with Bing than you would with Google AdWords, which can sometimes be pretty pricey.

2. Higher Conversion Rates

Perhaps because Bing users are less computer savvy, higher conversion rates are common with Bing Ad campaigns as well. Users are more likely to click and convert on Bing Ads than with Google AdWords campaigns. Because of this, if you're serious about trying to optimize your conversion rates, then you may want to consider using Bing instead

This is a big benefit because even though there may not be as much traffic overall with Bing, the traffic that does see your ad will be more likely to convert or become a customer in the end.

3. Better Targeting Features

While Google AdWords does have quite a bit of targeting features and options for optimizing and tweaking campaigns there are places where Google could improve. Luckily, Bing picks up the slack exactly where many of the Google AdWords issues are.

For example, with Bing, you'll have much more control at both the campaign level and at the ad group level. You'll be able to target location, scheduling, language and network settings in both areas.

Additionally, with Bing, you'll also have more extensive options for choosing what devices to target and what search demographics you want your ads to be shown to. 

4. More Search Partner Control

With Bing, you'll also have more control over search partner settings. While Google gives you the option to show ads on search engine results pages (SERPs) only or on SERPS and search partners, Bing offers you the option to choose one or the other, or both.

This can be a huge plus for businesses who find that their ads fare well on search partner pages but not so well in search engine results.

5. A New Traffic Source

Another reason you may want to consider using Bing Ads in addition to Google AdWords is simply that it opens up new options for who you can target with your advertising campaigns.

Typically, the average internet user chooses a search engine and sticks with it. This means that if you've been running your ads on Google for a long time, many people will have likely seen your ad multiple times before. If you want to reach completely fresh faces, using Bing is a great way to do it since the audiences will overlap very little.

Deciding If Bing Ads Are Right For Your Business

While many businesses will want to use Google AdWords, there are cases where Bing Ads can make a good choice as well, particularly when used in conjunction with Google ads.

You'll want to consider the advantages listed above carefully when deciding if Bing is right for you. Make sure you do some testing and experimenting with both ad networks before you make the final call.

Looking for help with your eCommerce marketing strategy? Contact us today to learn more about what we can do for you.