Back in 1813, Jane Austen eloquently stated:
Everybody knows that if you have a decent PPC marketing strategy, you’ll need to know a lot about Bing Ads as well.
Or a variation on that theme. We’re not familiar with the story of Pride and Prejudice because we’ve never read it.
Google dominates the global online search business with a share of more than 90%. That’s entirely out of control. It’s no surprise, therefore, that even the most seasoned of internet advertising managers tend to overlook the competition. Second in popularity only to Google, Bing stands out among the pack.
Computer Advertising by Microsoft
This PPC advertising service is available on both the Bing and Yahoo! search engines, as Microsoft owns Bing. After Google renamed bing Ads, Microsoft Advertising was known as Microsoft Advertising until April 30th, 2019.
And yet, even with Google’s unquestionable dominance in the US search market, Bing has a 24% portion of the business. If you ignore Bing, your advertising will miss out on a sizable portion of the market.
Bing appears to be a success for Microsoft, but what is it? What distinguishes Microsoft Advertising from Google Ads in terms of effectiveness?
Lower CPC due to less competition
You’ll have to shell out a lot of money to compete with Google’s hordes of advertisers. Bing, on the other hand, does not fit this description.
Because fewer people are searching for a product like Microsoft Advertising, the number of leads is reduced. As a result, your money will be put to better use. Even while every business is different, Microsoft Advertising has a lower CPC and a greater CTR than the average advertiser.
Marketers haven’t been blind to the trend. According to Merkle’s Digital Marketing Report for the second quarter of 2018, spending on Microsoft Advertising increased by 11% year over year. As you can see from this, Bing is an integral part of any digital marketing plan and shouldn’t be neglected in any manner.
A larger and more valuable group of customers
Bing gives advertisers the chance to target a more particular demographic: a group that is older, more established, and, on the whole, wealthier. The average Bing user is 35 years old, and one-third of them make over $100,000 per year.
When selling a luxury or high-end product or service, reaching a demographic with a higher average income can assist Bing users to develop product interest, build brand awareness, and drive sales. Users of Bing are more likely to be seasoned consumers who are open to trying out new products.
Easy To Implement
Microsoft Advertising isn’t a significant step up from Google Ads if you’re currently using them. You have complete control over how much work you put into your Bing marketing. Furthermore, Bing allows you to integrate your campaigns straight from Google into the platform. Imports can even be scheduled and customized to take place at specific times. As a result, you won’t need to include your budget when importing your advertising.
Campaigns may perform better if you put in the time and effort to tailor them to a particular platform, but if time is an issue, you can still get by making comparable adjustments in Bing as you would in Google.
As a result, Bing frequently falls behind Google in the release of new features. By using Google’s characteristics first, you may evaluate what type of results (if any) you get before implementing the same function in Bing.
MORE STOCK = MORE LEADS
Microsoft’s devices, such as the Amazon Echo, Skype, Xbox, and Office, all come pre-installed with Bing. Every month, Bing receives six billion queries. That’s a significant number of potential customers that you’re overlooking.
You’ll be able to market on many of Bing’s partners, such as AOL, MSN, and Yahoo! if you invest in Bing. It’s a fact that more ad places equal more leads.
So, should my PPC strategy include Bing? That is dependent on several factors.
It’s never a good idea to advertise on all major social media networks to be on all major networks. Every part of your digital marketing plan must have a justification.
Always keep your intended audience in mind. Snapchat is a waste of money if you’re a divorce lawyer since the audience is too young. While investing in Microsoft Advertising makes sense if your primary target market is young Snapchat users, it makes little sense if your primary market is gold chains, rap cassettes, or…yo-yo sellers. I’m clueless about what today’s youth are onto.)
There is no need to be concerned if you use Bing and discover no search volume for the location and keywords you are targeting. You won’t be able to use every platform. You should remember Bing and Microsoft Advertising as a result of this lesson. You’ll be surprised if you don’t consider the venue while creating your PPC marketing approach.
Finally, if you’re selling a high-end or luxury product or service or want to reach a larger audience at a reduced cost, Bing is a terrific alternative to try out. It is doubtful that you will be unsatisfied with the results as long as you keep in mind that the number of leads may not be as significant as those from Google.