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Why You Should Consider Bing Ads

Wondering if you should make the shift to bing ads? We’ve got your back with some exciting information. Everything you need to know about Bing Ads, and Why you should be using it.

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Kristi Ray
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You’ve probably heard the old adage “you can’t please all of the people all of the time.” The same is true for marketers: you can’t advertise on every platform. That’s why it’s important to do your research and consider Bing Ads, which has a lot to offer. This blog post will explore some of those perks from different perspectives so that you’ll have a better idea about whether this advertising route might be right for your company.

Usually, when someone thinks about posting pay-per-click ads, Google is the first place they would think about posting it in.

It is natural, really, to have Google as the first choice since it seems to be dominating the search engine market. But there is a bit of a twist in that truth. While Google may be at the top of this pyramid, Bing is not far behind.

Why You Should Consider Bing Ads

For all the clueless ones, Bing Ads are the competitors to Google AdWords. Since it is a combined platform provided by Microsoft and Yahoo, users can set up ads on one platform and display them on both search engines.

While people don’t consider using Bing Ads as much, there is a ton of benefits to using that platform. Let’s look into some of those!

Are Bing Ads Really Better?

Now that we have established what Bing Ads are, let’s first look into why they are just as good as, if not better than, Google Adwords.

Bing Ads is something that people do not consider as a viable option because Google has a much wider reach, or so they think. However, it is essential to remember that not everyone can access platforms like Google.

Additionally, it is also important to realise that platforms like Bing Ads can do everything Google AdWords does but at a better cost per click. Plus, there is also the factor of having lesser competition.

And, while it may seem like most people are depending on Google, there are stats to prove otherwise. These stats show that Bing Ads has only grown significantly, and Yahoo sees more paid search clicks. In fact, Google has seen a bit of decline in their paid search clicks.

Let’s dive in a little bit deeper and see the difference between Google Ads and Bing Ads.

Who Uses Bing 2021

Bing Ads vs. Google AdWords

Choosing the right marketing strategy and platform for your campaign can be challenging, especially if there are two leading ad groups. If you are looking for how Bing Ads and Google Adwords differ from each other, keep on reading.

1. Keywords

Almost every ad group has tools to find keywords, and both Google and Bing are no exceptions. Both platforms have a way of finding the right keywords that can generate traffic. However, the issue with using Bing is that the volume of traffic is far lesser. Adwords, being a more prominent and more renowned platform, has a higher traffic volume.

Other than that, Bing and Google both offer a click-through rate for every keyword along with more insight. Additionally, there is also a way to see keywords for a website.

The only thing is that Google has a different way of approaching how to deal with negative keywords, unlike Bing. What happens here is that once a negative keyword is added, it will ideally not show you any ads based on that keyword.

So, while Google ads will completely block out ads relating to the negative keyword, Bing will not. Instead, Bing will still include that as a targeted keyword and show ads. This can be a good or a bad thing, depending on what you are looking for.

Bing Audience Breakdown

2. PPC

PPC or pay-per-click is basically when an advertising business is charged only when a user clicks on their ads. When it comes to marketing and targeting, Bing and Google both have similar strategies.

Target searches on Bing are done via the phone. So, if the business has an app available on any app store, Bing can provide search results on that app. Not only is this convenient, but it makes the whole campaign more efficient.

3. Location and Targeting

It is pretty self-explanatory that Google AdWords advertises on Google. Bing, on the other hand, is one platform that hosts ads on both Microsoft and Yahoo.

In general, targeting options differ based on time, location, etc, and are different for both platforms. What might work on Google ads may not work while using Bing ads. It’s all about finding the perfect blend of settings.

4. Budget

Bing and Google have their own set of terms when it comes to creating a budget. They allow the users to set and create a budget that suits them. It is usually a daily expense and is selected by the advertising business by limiting the ad spend.

Another great thing that Bing does is allow its users to set a monthly ad spend amount.

5. Description Texts

A description text is usually not required, but it is highly appreciated when included. It allows the ad viewer to have a bit more information about the ad, which might tempt them to click on it.

Google ads allow the user to include two lines, not exceeding 35 characters each. On the other hand, you can include one line with Bing Ads, as long as it’s within 71 characters.

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Why Should You Pick Bing Ads?

Now that we have covered the difference between Bing Ads and Google Ads, let’s focus on what makes Bing Ads a better or an equal contender. While Bing may not be as big as Google, it does have around a 21% market share when it comes to search engines. This is significantly small compared to Google’s 64%, but it compels you to think about Bing’s consistent presence.

There is obviously something that this platform, which is shared by Microsoft and Yahoo, is doing right. So let’s have a look at why Bing Ads should not be slept on.

1 Billion Visits Monthly

1. Less Competition

The fact remains that Bing ads are not as crowded in terms of users as Google Ads is. People are flocking towards Google ads to take advantage of all its benefits while ignoring a perfectly viable competitor.

Bing users are free to benefit from everything Bing Ads has to offer without the worry of losing their leverage. And, with lower competition, the chances of generating an audience are even higher. There is also a higher chance of being the only bidder for a keyword.

All you need is to pick the right keywords and set up a budget. The lack of competition will also keep the budget at an all-time low, allowing you to take advantage of the platform at lower costs. This can serve highly competitive industries like legal, real estate, career, etc, really well and elevate the campaign level.

2. Simple User Interface

Another reason it is time to make the shift to Bing is because of its simple user interface. Creating an ads account on Bing is super easy and effortless.

If you are a bing user making a shift from Google, you can also shift all existing campaigns from Google Adwords. This is quite beneficial as it eliminates the need to recreate those campaigns on Bing Ads.

3. Multiple Search Engines

Unlike Google, Bing Ads is connected to three search engines. This is highly advantageous since the ads advertised can be seen on Bing, Yahoo, and AOL. This allows the user to attract a larger audience and expand their range as well. Plus, since it has its presence on three search engines, there is a chance for higher click rates.

4. Lower Cost Per Click Rate

We have already established that the ads Bing advertises have a lower rate of competition. And this factor is directly proportional to the lower cost per click rates. Since competition is not high, the bidders for each keyword are significantly lower.

Cpc Formula Explained

This way, you can be the sole bidder for specific keywords and gain more traction using Bing than Google ads. Certain statistics mention that there can be an increase in traffic by at least 50% if you use Bing ads

5. Regulated

A great feature that Bing provides is automated rules. It allows you to manage all accounts and campaigns by making specific changes automatically. You can use this to change status, budgets, or even bids. This is so each of the accounts does not have to be handled individually and manually.

6. Higher Effectiveness

This is less of a feature and more an outcome of two other factors. Since Bing ads have a low cost per click rate along with having high click rates, this makes it a lot more effective and efficient than Google ads. The return on investment while using Bing ads is much higher due to better results.

7. Better Reach

There is no doubt that Google is dominating the search engine market with its high market shares. However, it is closely followed by Bing. Since it has three search engines associated with it, it can offer a better reach and towards a larger audience. It would not be very smart to sleep on Bing when it has just as much, if not more, to offer than Google ads.

Bing Demographic Breakdown Graphic

8. More Control

One of the major drawbacks of Google ads is that it cannot associate individual campaigns to different timezones. While on Google ads, you can fix the time, location, and other settings in a general sense where it applies to every ad campaign.

This is not the case in Bing. Using Bing ads, you can put together different ad campaigns that require particular settings, and each group can be customised that way.

9. Transparent

This is quite beneficial from an advertising business perspective. The issue with Google is that, on paying a bit extra, you can either target the search or target the search partner. There is no way of excluding any partners either.

On the other hand, Bing is a very transparent company with no qualms in disclosing relevant details. Should you require it, Bing can offer reports regarding any impression, conversion, or insight on the ad campaigns it hosts. You can also exclude any partner you do not wish to see.

10. Efficient Mobile Targeting

For this to work, it is essential you know the targeted demographic. Google Ads is not efficient in mobile ad targeting. So, if your ads are supposed to be aimed towards a particular operating system or device, Bing has a far better chance to reach your target audience.

Summing Up Bing Ads

On that note, we come to the end of this short guide on understanding Bing Ads and if they are even worth the time. We hope this has been an informative read and will help you decide with more clarity.

Before we leave, we would like to reiterate that Google is, without a doubt, thriving currently. They are one of the most significant search engines, and obviously, ads on them are bound to be noticed. However, having an underdog like Bing on your side can be pretty advantageous for you.

Bing Ads can not only expand your reach and audience but will do it at a nominal price. It has the potential to help you reach newer heights without the added competition and tension.

If you’re still on the fence about whether or not to give Bing Ads a try, we’ve got some exciting information that could help make your decision easier. With over 30% of searches are now happening through Microsoft’s search engine, and with easy integration into Office 365, it makes sense for any business owner to consider their options. It also doesn’t hurt that Bing is free! We can walk you through everything you need to know about advertising on this platform, and why it’s worth trying out in order for your company to succeed online. Have questions? Just call us at 1300 755 306 or email us at hello@sitecentre.com.au anytime! You’ll be glad you did!


Photo of Kristi Ray

Kristi Ray

Kristi is head of content production and editing at sitecentre and joined the team in early 2021 based out of our Sunshine Coast office to deliver higher-quality content to our partners. Kristi has a vast knowledge of copywriting styles and experience to accelerate the production of SEO friendly content at the highest levels.

Find them on their website: sitecentre and LinkedIn.

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