Why You Should Consider Bing Ads

You’ve probably heard the adage, “you can’t please all people all of the time.” The same is true for marketers: you can’t advertise on every platform. That’s why it’s essential to do your research and consider Bing Ads, a powerful tool in digital marketing that has a lot to offer.

This blog post will explore some of those perks from different perspectives between Bing and Google Ads to better understand whether Bing fits within your online advertising strategy in 2024.

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

It is natural to have Google as the first choice since it dominates 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 behind.

For all readers unfamiliar with various advertising platforms like Bing Ads, both Bing Ads are the competitors to Google Ads. Since it is a combined ad platform provided by Microsoft and Yahoo, users can set up ads on one platform and display them like Google Display Network on both search platforms.

While people don’t consider using Microsoft Ads as much, there are many benefits to using that platform, so are Bing Ads worth it? Let’s take a look.

Is Bing Ads Better?

Now that we have established foundational knowledge, is Bing Ads better than Google Ads?

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

It is also important to realise that Bing Ads can do everything Google Ad Campaigns do at a better cost per click. Plus, there is also the factor of having less competition.

And while it may seem like most people are using Google, there are stats to prove otherwise. These stats show that Bing Ads has grown significantly, and Yahoo sees more paid search clicks. Google has seen a bit of a decline in its paid search clicks. Bing Ads tend to have higher CTRs for shopping ads and financial services search verticals.

Let’s dive in a little deeper and see the difference between Google Ads and Bing Ads, particularly regarding click-through rate.

Bing Ads vs. Google Ads

Choosing the right marketing tactic and platform for your campaign can be challenging, especially if there are two leading ad groups. This task can become easier with insights from a renowned digital marketing agency. Keep reading if you are looking for how Bing Ads and Google Ads differ. Whilst Google has its search network, Microsoft advertising offers more affordable clicks for search ads, so let’s break down the differences.

1. Keywords

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

Besides, Google and Bing Ads offer a click-through rate for every keyword and more insight. Additionally, there is also a way to see keywords for a website.

The only thing is that Google has a different approach to dealing with negative keywords, unlike Bing. What happens here is that once negative keyword targeting is employed, and a negative keyword is added, it will ideally not show you any ads based on that keyword research.

So, while Google Search 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. Depending on your desire, this can be a good or a bad thing.

2. PPC

PPC or pay-per-click is when an advertising business is charged only when a user clicks on their ads. Regarding marketing and targeting capabilities, Bing and Google have similar strategies.

Target searches on Bing Advertising 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. This is convenient, but it makes the whole campaign more efficient.

3. Location and Targeting

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

In general, targeting options differ based on time, location, etc., for both platforms. What might work on a Google Ads campaign may not work using Microsoft Ads. It’s all about finding the perfect blend of settings.

4. Budget

Bing and Google have their own set of terms for creating a budget. They allow the users to Set and create an ad budget that suits them, particularly considering pay-per-click costs. It is usually a daily expense and is selected by the advertising business by limiting the spending for your ad.

Another great thing Bing Ads allows its users is to set a monthly ad spend amount.

5. Description of Texts

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

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

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 a Bing Ads campaign a better or an equal contender. While Bing may not be as large as Google in terms of search engine market share, achieving a billion monthly users and holding around 21% of it in search engines. This is significantly small compared to Google’s 64%, but it compels you to consider Bing’s consistent presence.

There is something that this ad platform, which Microsoft and Yahoo share, is doing right in terms of advertising efforts. So let’s look at why Bing Ads should not be slept on.

1. Less Competition

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

Bing advertisers are free to benefit from everything Bing Ads offers without worrying about losing their leverage. And, with lower competition, generating an audience is even higher. There is also a higher chance of being the only bidder for a keyword.

You only need a good keyword research tool to pick the right keywords and set up an ad budget. The lack of competition will 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., 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 a Microsoft advertising account on Bing is super effortless.

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

3. Multiple Search Engines

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

4. Lower Cost Per Click Rate

We have already established that Bing’s ads have a lower competition rate. 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.

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 and conversion rates 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. Each account 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 has a low cost per click rate and high click rates, it is much more effective and efficient than Google Ads. The return on investment while utilising Bing Ads tends to provide a much higher ROI.

7. Better Reach

Undoubtedly, Google dominates the search market with its high market shares, including its search partners. However, it is closely followed by Bing. Since it has three search engines, it can offer a better reach to a larger audience. It would not be very smart to sleep on Bing when it offers just as much, if not more, than Google Ads.

8. More Control

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

This is not the case in Bing. Using Bing Ads, you can put together different ad campaigns at the ad group level requiring particular settings, and each group can be customised.

9. Transparent

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

On the other hand, Bing is a 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 toward a particular operating system or device, Bing has a far better chance of reaching your target audience.

Summing Up Microsoft Ads

We end this short guide on understanding Bing Ads and if they are even worth the time. We hope this has been informative and will help you decide more clearly.

Before we leave, we would like to reiterate not only Google is, without a doubt, thriving currently in social media platforms but also Bing Ads. They are one of the most significant search engines, and ads on them are bound to be noticed. However, having an underdog like Bing on your side can be advantageous.

Bing Ads can expand your reach and audience and will do it at a nominal price. With the expertise of a seasoned marketing agency, it can help you reach newer heights without the added competition and tension.

If you’re still on the fence about giving Bing Ads a try as part of your online marketing strategy, we’ve got some exciting information that could help make your decision easier. With over 30% of searches now happening through Microsoft’s search engine, easy integration into Office 365 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 for your company to succeed online. Have questions? Call us at 1300 755 306 or email us at hello@sitecentre.com.au anytime! You’ll be glad you did!

Kristi Ray

Kristi, the proficient head of content production and editing at sitecentre®, joined our Sunshine Coast team in early 2021. With a Bachelor’s degree in Public Relations, Advertising, and Applied Communication from the University of the Sunshine Coast, she utilises her diverse copywriting skills to accelerate the production of top-notch, SEO-friendly content. Her vast experience and deep understanding of the field ensure high-quality output for our partners.

Find them on their website: sitecentre®.