When it comes to pay-per-click (PPC) advertising, you may think that Google dominates the search engine market. However, Bing PPC advertising is gaining an ever-increasing share of the search engine traffic. A few years ago, many would think that advertising on Bing would bring little or no benefit and would never rival Google. But we’re here to tell you that Bing should not be overlooked when it comes to reaching potential customers.
There are plenty of reasons why incorporating Bing into your paid search efforts could lead to increased success, and in this blog, we share four reasons why you should be using Bing PPC advertising, along with some tips to optimise your Bing PPC ads.
4 reasons to use Bing PPC advertising
If you’ve ever wanted to expand your online advertising reach, utilising Bing PPC ads could be the key to unlocking new opportunities for your business. Here are four reasons why you should consider adding Bing PPC advertising to your digital marketing strategy.
1. Bing has less competition
As we’ve mentioned, many people believe that Bing can’t rival Google, and because of this, Bing is often overlooked when planning a PPC marketing strategy. However, those who do utilise Bing PPC ads, take advantage of the fact that there is lower competition.
With fewer businesses bidding for the same keywords on the search engine, there is a greater chance of your ads to be seen by your target audience and potentially higher ad placements too, giving you a competitive edge in reaching potential customers. This also results in lower costs-per-click (CPC) too, which is a particularly key benefit for businesses who have a limited budget.
2. Bing ads cost less
This leads us on nicely to our next reason to utilise Bing PPC advertising – you get a lower CPC. This will be dependent on the type of campaign you’re running, and what keywords you’re bidding on, but typically Bing ads are cheaper due to the reduced amount of other businesses bidding on keywords.
A lower CPC means you’ll get more clicks and engagement for your money, potentially resulting in more conversions. More conversions, means a higher return on investment (ROI), and if your investment in your ads are lower than what you’d pay for with a Google ad, the opportunity to increase your ROI is certainly there.
3. Different user demographics
In any marketing campaign, one of the most important things to consider is your intended audience. If you’re not putting the time, money, and effort into the correct platforms, you run the risk of not getting the return you’d hope for.
Statistics show that Bing attracts a different audience than Google. According to WordStream, Bing reaches an audience that is slightly more mature, more educated, and more affluent. If your target audience fits well with this group, it makes sense to run Bing PPC ads to reach these users.
4. It may be a better fit for your business niche
Again, this leads on nicely to our final reason to utilise Bing PPC advertising. Due to Bing’s older, more affluent, and educated audience, your business niche might be better suited to this search engine. For example, if your business resides in the medical or finance sectors, Bing’s user base will more than likely be a better fit than Google. This will result in more quality leads for your business who are more likely to convert.
Should you stop using Google ads?
The short answer to this question is no. While there are many benefits of using Bing PPC advertising, particularly so for small businesses and niche businesses, there is no denying that the reach is much smaller than that of Google.
Instead, Bing should be used as a cost-effective, easy way to add a little extra fuel to your PPC campaigns and spread your reach. Doing this allows you to take a well-rounded approach to your PPC efforts, and can help diversify your reach and improve overall campaign performance.
How to advertise of Bing effectively
Whether you already have Bing PPC ads running or you’re new to the platform, advertising on the search engine effectively involves a few key tactics to maximise your campaign’s success:
- Make sure you’re using Bing ad extensions – these extensions allow you to provide extra information to your ad, such as links to specific pages, location information, and contact details, to make your ads more informative and engaging.
- Use negative keywords – incorporating negative keywords to your ad groups or campaigns helps you refine your targeting and ensures your ads are being shown to the most relevant audience.
- A/B test all your ads – you should run multiple variations of your ads and compare their performance to gather valuable insights into what works best with your target audience.
- Utilise geo-targeting – if you have a bricks-and-mortar store, be sure to target your audience based on their location so your ads are shown to the right people in the right area.
- Import your current Google ads – a good starting point if you’re just getting started with Bing PPC ads is to import your current Google ads campaigns. You may have to modify them due to variations in the platform, but it’s a great way to save time building new ads from scratch.
- Set up remarketing campaigns – take a personalised approach with your Bing ads and create customised remarketing campaigns with Bing’s Universal Event Tracking (UET) for those who have previously interacted with your business.
- Make use of Bing’s device targeting – a particularly key advantage of Bing PPC advertising is their precise device targeting feature, allowing you to optimise your campaigns for different user experiences and behaviours.
Ready to get started with Bing PPC advertising?
Thanks to its lower CPC, reduced competition, and different user base, Bing proves to be an undervalued PPC marketing tactic. As we’ve highlighted, Bing PPC advertising can give businesses more value for their money, and a potentially higher ROI, when used effectively.
If you’re ready to get started with Bing PPC advertising, or you’d like to incorporate it into your existing digital marketing strategy, get in touch with us today. Our PPC marketing experts can work closely with you to understand your goals and objectives and create a Bing PPC strategy that will bring real results for your business.
