Facts and Festivities Day 8 – Bing Ads: Nothing Ventured, Nothing Gained

Sometimes it’s easy to view Bing Ads as AdWords’ less popular cousin. This perception can be misleading, however. Microsoft’s vehicle takes a 20 percent market share in the U.K (and it’s a similar figure in the U.S.) So, if you’ve only focused on AdWords up to now, it’s time to reconsider.

A Lower Cost Per Click (CPC)

Bing Ads have a lower CPC compared to Google AdWords. Indeed, some research shows costs as a third lower. With this in mind, Bing Ads users make their budget go further.

More Freedom At A Campaigns Level

From a campaigns perspective, Bing Ads offer more freedom to tweak search preferences. Unlike with the more restrictive AdWords, you have more room to tweak language, location etc.

The Incrementality Effect… (Reach People You Wouldn’t Otherwise)

With audience insights, Bing Ads users can cast their nets wider (and get more results). According to ComScore, those in the U.S. who use Bing Ads will reach 51 million retail searchers not reached on Google*.

Better Ad Positions

With Bing Ads, you encounter fewer competitors. Because of this, marketers tend to experience more desirable ad positions compared to AdWords.

Nothing Ventured, Nothing Gained

Compared to Google Shopping’s rising CPCs, the Bing Product Ads equivalent still represents a bargain. The ad format has seen its strongest growth rate since 2015—with a reported 27 percent growth in spend (year-on-year).

Given its cheaper cost-per-clicks—and the small effort required if a Google Shopping product feed is already available—advertisers should test Bing Products Ads for incremental returns, at the very least.

Last year we generated $3 billion in revenue for our clients. For help with your search strategy (including Bing), why not say hello?

*desktop results only

ABOUT THE AUTHOR


Luke Metcalfe

Luke is a Content Marketer at Crealytics