09 Jan Yes, Bing Ads Is A Worthwhile Investment
Bing, which is owned by Microsoft, has three search engines — Bing, Yahoo, and AOL — so when you advertise on one platform, your ad is seen on all three. This opens campaigns up to searchers across all Bing, Yahoo, and AOL owned and operated sites, as well as various partner sites.
In the device targeting arena Bing Ads has Google Ads beat. This is because of how limited mobile ad targeting can be with Google Ads. Bing allows advertisers to target specific audiences based on their device type and OS. Bing users also tend to be more engaged with the sites and landing pages they’re sent to. They also convert at much higher rates. One Search Engine People study found that in the automotive industry, users were converting at 10%-56% higher rates than Google Ads.
Less Competition and Cheaper CPC’s
Most businesses see Bing Ads as an afterthought, but they should really consider it sooner. Bing Ads uses a similar auction as Google Ads, so the advertisers on Bing have more benefits from a lack of competition. These benefits include better ad positions and cheaper costs per clicks. Not only are clicks cheaper on Bing, but ads are often in better positions than their Google counterparts and enjoy higher CTR’s.
Better Device Targeting*
Google Ads has recently expanded their device targeting options to include TV screens. But Bing Ads takes the cake with their options to target specific devices types (iPhone X, Samsung Galaxy & iPad Pro) and not just device categories (Tablets, Mobile & Desktop). This comes as a huge benefit to advertisers who prefer a granular level of targeting, based on device.
Reaching an Older audience
Almost 40% of the Bing audience are between the ages of 35-54, so if your target market is on the younger side, veering towards Google where the younger generation tend to search may be a better option and ensure you achieve a good return on your investment. If you’re intention is to get in front of an older group of online users, then Bing’s audience should be on your radar.
When, Where, Why & How
With all the advantages to adding Bing Ads into your digital marketing strategy, there are some things to note and consider.
- Get your Google game right first. The higher volume will be on Google so prioritize that, Bing is a nice addition once you have well optimized campaigns on Google.
- Performance will largely depend on what locations you’re targeting. If you’re targeting the US Bing Ad’s market share is roughly 10%, worth the time. The UK is around 5%, just about worth the time. In other parts of western Europe, it’s around 2–3%, so questionable on whether it’s a worthwhile investment of time.
- Audience also plays a pretty factor as well. If you’re hoping to reach an older demographic, I would highly recommend adding Bing Ads into your marketing mix.
- If you don’t currently advertise on Bing, the chances are slim that your competitors are too. This, therefore, provides you with an opportunity to swoop in and claim some of the search traffic on Bing and establish yourself before your competitors do.
*Update: Google Ads has updated their device targeting so that now users can target specific devices in the same way Bing Ads can.