8 Reasons You Should Use Bing Ads To Promote Your Blog1:12 PM
Why Use Bing Ads in Addition to Google For those of you that are not familiar with Bing Ads, it is Microsoft and Yahoo’s alternative p...
Why Use Bing Ads in Addition to GoogleFor those of you that are not familiar with Bing Ads, it is Microsoft and Yahoo’s alternative platform to the more popular and well-known Google AdWords. This partnership between Microsoft and Yahoo was formed in order to compete with Google.
It also provides advertisers with one platform through which they can place ads on both the Bing and Yahoo search engine results pages (SERP). Many advertisers will go the easy route and stick with the bigger and more well-known Google AdWords for their paid search marketing, often ignoring Bing Ads altogether. However, at OLB, we make it part of our digital strategy and almost always allocate a portion of our clients’ budgets to Bing Ads in order to compare results.
1. 30% Market ShareComScore recently released new statistics showing that together, Bing and Yahoo have a 32.8% share of all search traffic on desktops in the US. This is nearly one third of all searches performed via desktop and can be a new source of impressions for advertisers. While these statistics do not include mobile search traffic which is heavily dominated by Google, Bing Ads tends to get about 1/5 of the impressions that you get on AdWords. Without Bing Ads, you are essentially missing out on a huge opportunity to reach new people and grow your business.
2. Less CompetitionOne of the big advantages to Bing Ads is that not everyone using AdWords has caught on to the fact that Bing Ads is an additional option. What this means to you is cheaper cost per clicks (CPC) and a higher click through rate (CTR). Based on my experience, I have seen cost per click be as low as 65% cheaper in Bing Ads than it is in Google AdWords, but on average, Bing is about 33% cheaper for the average cost per click. I have also seen click through rates be, in some cases, twice as much.
3. Return on Investment (ROI)Since your campaigns in Bing Ads tend to be more efficient by getting higher click through rates with lower cost per click, this will normally translate to better ROI. If you are solely looking for volume, then AdWords may be a better option. However through Bing, I’ve seen great results when it comes to getting the most out of every dollar spent.
4. Easy SetupOne of the best updates Bing has made in the past year is the ability to import your AdWords campaign directly into Bing Ads. With a few clicks of your mouse in the Bing Ads editor, your AdWords account can be imported right into Bing Ads, making the initial startup very quick.
How to Transfer AdWords to Bing AdsYou first need to create a Bing Ads account by going to advertise.bingads.microsoft.com.
After signing up and setting up your account, Bing Ads will give you the option to directly import your Google account.
If you already have an account and have not yet setup your campaigns, you can sign in to Bing Ads and click on Import Campaigns on the navigation bar. Then click on Import from Google AdWords. Follow the directions by entering in your Google AdWords credentials. Once you do this, you will then be able to import all, or selected, campaigns that you have in AdWords directly into Bing Ads.
I personally like to create the account in Bing Ads and then go into Bing Ads Editor to import the account and campaigns. Bing Ads editor, like AdWords editor, allows you to make changes offline before setting them live. This gives you the ability to make any changes or updates to the tracking urls or add and/or remove anything from the campaigns before setting the campaigns live.