What are Bing Ads?

Bing Ads are Microsoft’s search advertising platform that displays paid results (SEM) above organic results (SEO) to drive traffic to customer’s website. Bing is a search engine like Google which has an advertising platform is known as Bing Ads or Microsoft Ads. While Bing is not used as widely by people like Google, it is still a search engine that many people use with the Microsoft Edge web browser. According to Bing advertising experts and recent survey results, Bing has a global market share of approximately 2.9%. Although Google is the most popular search engine with the greatest market share, 2.9% of the global population is still plenty of people to target!

Why miss out on the opportunity to appeal to these search engine users when you can advertise in a similar manner to Google at a fraction of the cost. Given the low competition on Bing, advertising space does receive lower bids. Other than cost, different functionality and tweaks to the advertising schema, your advertising activities with other marketing channels can easily be replicated on Bing. Help your business reach more people by taking advantage of Bing’s advertising functionality.

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What are the key questions to consider when building a Bing Ads Strategy?

LOCATION

Which areas, suburbs or states are we targeting?

Will our strategy be region based on national?

Does our ad scheduling align with our business open hours?

BUDGET

What’s our budget allocation for the Bing Ads network

Are we running Bing Ads all the time or intermittently?

How does our display spend for Bing Ads differ to Google Ads?

RESEARCH

What is our Cost Per Million (CPM) impressions?

What are the best sites for us to target for our audience?

How does the cost of Bing Ads compare to Google Ads?

PRODUCT IMAGERY

How do we want our brand and products to be showcased?

Do we adhere to the Bing Ads guidelines?

AD CREATION

Are our display ads compelling & concise to entice users to click?

Do our ads have a key message that users can easily understand?

METRICS

How are we measuring success for Bing Ads?

Are we aligning our Bing Ads results with performance?

Why use the Bing Ads Network?

Is running Bing and Google ads necessary?

While we do not recommend engaging in every possible digital marketing channel, it does help to engage in complimentary efforts. Both Bing and Google are search engines, and if a user exclusively uses Bing over Google then you are missing out on communicating with those individuals.

Whilst Bing does has a significantly lower market share when compared to Google, particularly in Australia, that does not mean cost effective and affordable conversions aren’t available. Bing Ads in many cases provide a low cost lead generator due to less competition when compared directly to Google. The volume will undoubtedly be less, but cost effective nonetheless. Microsoft are also continuously adding new features to their platform to entice businesses to advertise using Bing.

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How does Bing Ads work?

Like Google and the Adwords framework, you will bid for advertising space based on your campaign, target market, keywords and other factors. The underlying factor is the pay-per-click model. That is, how much are you willing to pay to Microsoft for each click on your ad. The bidding starts at a relatively lower price point compared to Google given the lesser uptake and competition, which means more opportunities for you! Depending on the campaign you want to run and the market you want to target, you can list keywords that you think will help direct users to your site via your ad. We help you conduct the research to identify the most appropriate keywords.

To win the top ad position, Microsoft will assess your approach and review your bid. The winning bid will take the prize. Your ad position is based on several things, including:

  • How closely your ad and website fit with the terms that are searched (relevance).
  • How your bid compares to other bids in the Microsoft Advertising auction.
  • How strongly your ad has performed in the past and how often it has been clicked (click-through rate).

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How can you help me manage my Bing ads?

Being Bing Advertising Experts, We understand that businesses do not want to overspend on marketing campaigns and are conscious about their budgets. With Bing advertising, you can win high or the top search positions depending on the performance of your ad campaigns. If you increase your quality score, you might be able to secure better ad positions without high bids. Being Bing advertising experts, we can help you on this journey and develop a reputation for quality ads. Once Microsoft realises your potential, you might be able to stretch your budget even further.

We will report to you on the performance of the marketing campaign. Microsoft provides helpful analytics which can help improve the ads we develop and the keywords we associate with your business and its products and services. In your Microsoft Ads account (which we manage for you) you can see helpful statistics including:  ad clicks, the number of times your ad appeared (impressions), spend, average cost-per-click, click-through rate, average ad position, cost per acquisition and conversions. We can also run performance reports to get insights into how well your campaigns are doing.

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What are the advantages of Bings Ads?

There are many advantages of advertising through Bing. According to Bing advertising Experts, Bings Ads will you reach more people, engage with a market that do not search on Google and provide cost effective leads. Here is an extensive list of the advantages of advertising on Bing Ads:

  • Bidding is relatively lower compared to Google.
  • Many people still search on Bing – approximately 133 million monthly desktop searches in Australia!
  • Bing are adding new features to their platform to encourage interest.
  • Bing is ranked second in search engine preference.
  • Broader reach with greater ability to achieve top rankings.
  • Increase traffic to your site with opportunities to convert.
  • Value for money given lower entry costs.
  • Compliments Google ads.
  • Increase ROI through a dedicated marketing campaign.
  • Higher-value audience not found on Google.
  • Access to searchers on Bing, MSN, Yahoo, AOL and more sites powered by Bing.
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What are the disadvantages of Bing Ads?

Like with any product or service, there are disadvantages. While these might present risks to the organisation, they all need to be weighed up and assessed. Most organisations prefer to make the investment in Bing advertising because they never know what response to expect – often it is positive! However, for those who want to know, some of the downsides of Bing advertising include:

  • Bing has a lower market share compared to Google – at 13.9% for the Australian market.
  • Bing has a lower number of users compared to Google.
  • Bing’s advertising platform is less sophisticated. 

Advertising through Bing should be an integral part of your marketing strategy. As we have explained, many users search through Bing and failing to advertise through this channel will mean that you lose out on potential new customers. Avoid falling behind by investing in a strategic and tailored Bing advertising plan that will support the growth of your business. Watch your business grow as we help your business take part in Bing advertising. For a no obligation and confidential discussion, please call us on 1800 189 787 to arrange a meeting.

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Bing Ads Frequently Asked Questions (FAQ’s)

Are Bing Ads worth the time and cost investment?

Bing Ads are often the forgotten about opportunity given the dominance of Google particularly in The Australian market. There will however be opportunities for low CPC & CPA due to the significant less competition on Bing Ads versus Google.

Are Bing Ads still effective in Australia?

Bing Ads can still play a role in your overall marketing mix. Despite the significantly less traffic they get than Google in Australia, there are also less advertisers. Depending on the industry and market, you will likely find to get less conversions but a cheaper Cost Per Acquisition (CPA) meaning they can be very effective in Australia.

What are the key factors in determining a successful Bing Ads campaign?

There are a number of key factors in determining a successful Bing Ads campaign include campaign creation, expert understanding of your audience, ad scheduling, location targeting and closely measuring conversions and performance.

Should Bing Ads be part of my overall paid campaign strategy?

According to Bing advertising experts, Bing Ads should be considered as part of your overall campaign strategy. The question of how large the opportunity, budget requirements and potential results will vary from client and industry. We would suggest reaching out to one of our friendly team to discuss your requirements.

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