Introduction

Should you run ads on Google or Bing?

Why not both?

Most people fight over which one is better, although we are not here to talk about that.

Both are great and you should be on both. 

Bing is known for having less traffic than Google.

With everything perceived wrong there is an opportunity shining bright ready for companies to take charge. In this post, we will cover everything from how/why Bing offers a lower CPC than Google to the easy inputs that Bing has put into its ad platform to allow easy automation of successful ads. After reading this post, you should be able to understand how Bing is a great place for a company wanting to get in front of more customers. 

Here are some statistics on why your company should be using Bing:

• 6 billion monthly searches
• 34.7% Desktop
• The usage is a 50/50 between male and female
• One advertiser found that his bounce rate for Bing-generated traffic is 8% lower than the site’s overall bounce rate. 
• Bing recently increased its website exclusion limits from 500 to 2000, enabling better targeting and quality control.
• Easily import Google Ads campaign into Bing Ads

What are Bing Ads?

Similar to Google Adwords, Bing is a platform where hundreds of millions of searches happen each day. People of all ages still use Bing as their main search engine. Bing is the second largest search engine in the United States, which gives companies a great opportunity to get in on the low CPC (cost-per-click) and the even lower CPA (cost-per-action/acquisition/lead). The reason you don't hear many companies bring up Bing is that it is not the primary go-to for PPC Advertising. You often hear more of Google Adwords and Facebook. Let’s uncover the strategy behind Bing and how it can lead to more customers.

Where Bing Advertising Thrives

Bing ads thrive where no other advertising platform does. Being the most overlooked platform now, Bing offers huge potential to grow your business fast and affordably. Here is why:

LOWER CPC AND CPA

Bing is great for companies looking for another ad platform to grow their business on. Since Bing has a lower search query than Google that means Bing’s keywords and advertising is overall cheaper than Google. 

RETURN ON AD

• The average return on ad spend (ROAS) for Google Shopping campaigns is 751% versus 1,345% for Bing Product Ads.
• Searchers on Microsoft and Yahoo sites are likely to spend 21.5% more than the average web searcher
• The average revenue per click for Google Shopping campaigns is $3.58 versus $4.43 for Bing Product Ads.

AGE DIFFERENCE

Nearly 40% of Bing users are between 35-54 years old. 

Great industries for Bing are industries that target middle and older age people. This is a great way to lower your CPC while also lowering your CPA because you understand the audience you are looking to target.

WAGE GAP

This is a big one. Since the age gap is more focused on middle generations these people also prove to have more money. 33% of Bing users have a household income of over $100,000. Expensive services and products not only perform better on Bing because of the older generation the wage gap is higher than Google’s average.

AUTOMATION

Bing makes automation really easy. So easy a beginner that knows very little about Bing advertising can go on to the Bing advertising dashboard and set up automation. This automation includes turning on and off keywords, ads, ad groups, campaigns, and more. You can choose only to enable the campaign when… Fill in the blank… That helps you save costs and only show ads when a certain metric is being met.

LOWER COMPETITION

Bing ads are easily overlooked by a majority of companies. Most, don’t even consider Bing as an optimal platform to advertise on. The best attribute that Bing advertising offers is the lower competition compared to other advertising platforms. While Bing has a historically lower cost-per-click, they also have lower competition which allows your ad to show up higher in the results for the individuals who don’t use Google. There are buyers and you can get more volume to your website for a more affordable price than Google. 

CONCLUSION

Bing gets a lot more hate than it should. It isn't talked about nearly enough in the advertising space. In reality, Bing advertising can be just as or more profitable than Google Adwords. 

Just because it has less traffic doesn't mean they don't have enough to make a significant difference on a business. Bing on average gets almost 900,000,000 searches every single day. That is a ton and since fewer companies are advertising in that space it leaves lots of room for your company to jump in and get in front of more customers.

If you have any questions or want to talk with Kyle Waters directly feel free to connect with me on LinkedIn and tell me what brought you! 

_______________________________

Max Conversion is a PPC agency located in St. Louis MO.  Want to talk with a Max Conversion specialist and understand how to scale your business at a much faster rate? Contact a Max-Conversion Expert to get great advice for an affordable rate.