The Reasons Why Bing Ads Is Crucial for Your Ad Campaigns
Google AdWords is the number one choice when it comes to building lucrative ad campaigns, but is there also room for Bing Ads?
SimilarWeb clearly shows that Google crushes Bing when it comes to traffic, but take a closer look at those figures. Since when has just over a billion visits been considered ‘not worth the effort’?
Web traffic stats for Google and Bing in Feb 2015 by SimilarWeb
It would be foolish to put all your eggs in one basket with Google AdWords, so I’m going to show you why it’s crucial to make Bing Ads part of your ads arsenal.
Just Who Are Bing Ads?
Bing Ads arrived fairly late to the search engine ads party; it first hit the net in 2006 under its old name of adCenter and began delivering pay per click (ads).
In 2010, Microsoft announced that they would be operating the Yahoo search network and, as a result, selling advertising on Yahoo as well as Bing. This partnership was known as the Microsoft Search Alliance and showed Microsoft’s intent to take on Google in the ad world.
Fast forward a few years and adCenter is now branded Bing Ads and the Microsoft Search Alliance is the Yahoo! Bing Network. A simple rebranding, but one which promises the might of two giant search engines.
What Can Bing Ads Bring to the Table?
Bing Ads is a goldmine just waiting to be exploited, so you want to make sure you’re at the head of the gold rush!
What is it, though, that makes it so profitable?
1. Increased ROI due to lower CPC
A couple of years back, AdGooroo delivered a report which demonstrated cost per click (CPC) costs were considerably lower on Bing Ads when compared to Google.
Comparison of CPC costs between Google Adwords and Bing Ads
Why is this?
Well, for one thing, Bing Ads are the new boys in town and they need to undercut Google to gain some foothold.
However, the most vital factor at play here is that people don’t realize how amazing Bing Ads is! This lack of adoption means there are amazing deals to take advantage of.
I don’t know about you, but a low CPC rate sounds like a no-brainer to me!
2. More Control over Global Campaigns
AdWords allows you to change your time zone settings once.
WHAT?!
Do they not realize we live in a global economy?! We need to be able to tailor certain campaigns for different times in different parts of the globe!
Can Bing Ads help with this dilemma? Sure they can!
As well as allowing you to set up multiple campaigns for different timezones they’re also easy to edit. Instead of the tiresome AdWords approach where you have to create a new campaign, Bing Ads lets you edit from the ad group level.
3. Bing Ads Understand Social Networks
You know what I do on a daily basis? I tweet. I tweet about the weather, my latest article and sometimes even about the football.
You know what I do less often? Log into my Google+ account!
And I’m not the only one. SimilarWeb shows that Twitter had around 1.7 billion desktop visits in February compared to ‘just’ 1 billion for Google+
Web traffic stats for Google and Bing in Feb 2015 by SimilarWeb
Now, which social network do you think Bing Ads use to gauge the popularity of an advertiser? Yes, it’s Twitter!
And which do AdWords use? Yep, they use Google+
In practice this means that Bing Ads make your brand look more popular than AdWords – just take a look below.
Vertical Response ad on Bing
Vertical Response ad on Google
With social traffic becoming more and more integral in SEO it’s important you take notice of its effect on your ads too!
4. Be Selective with Search Partners
AdWords is frustrating when it comes to singling out search partner networks which aren’t performing. If you want to turn one off, then you have to turn them all off.
Which isn’t productive!
Bing Ads, though, gives you the power to first identify the search partners which are dragging down your ROI:
Search partner networks’ performance on Bing Ads
You can then compile a list of below par websites and exclude these from showing your ads and, therefore, maximize your ROI:
Bing Ads allows you to exclude under performing websites from ad campaigns
5. Less Competition Means Higher Ad Ranks
There may be less visitors to Bing, but this means it’s easier to get your ad to the top of their search engine results page (SERP).
Many businesses dismiss Bing Ads as they’re too blinkered to the view that it’s AdWords or nothing.
However, this means there’s a lack of competition for certain keywords.
Therefore, it’s a lot easier to rise to the top of Bing’s SERP with your ad and bring in more conversions.
It’s Time to Adopt Bing Ads!
I’ve clearly shown that Bing Ads has plenty going for it, but just wait a second before you ditch AdWords!
Bing Ads, yes, can be amazing, but so can AdWords. And just look at the significantly larger amount of traffic Google has to offer!
The smart move here is to use Bing Ads alongside your AdWords campaigns to give you the best of both worlds.
You’ll soon find the perfect combination and find your conversions heading higher than you thought possible!
