Running Bing Ads and why Bing advertising is part of the SEA strategy
Many companies use Google AdWords (now: Ads) for their advertising. However, the topic of Bing Ads from Microsoft can also be of interest to you. Although Google is still the market leader among search engines, the Bing search engine is catching up significantly with around 12 percent market share and is thus becoming increasingly important. Bing can score particularly well with high visitor quality in the B2B sector and favorable click prices, sometimes only 1/3 of Google’s. Therefore, you should definitely consider Bing advertising in your SEA strategy (search engine advertising).We are an official Microsoft Ads Partner (Bing Ads):
Please note: This article is particularly detailed because Bing Ads has enormous potential and is often overlooked!
Read up and let us advise you!
Bing Ads vs. Google AdWords – The Comparison
Essentially, Bing AdsandGoogle AdWords are not very different, as they work with similar tools. Creating a Bing account is a quick process. The structure of a Bing account is very similar to that of a Google AdWords account, which makes importing very easy. Therefore, there are no high costs for creating your Bing Ads.
The big difference, however, is the reach. Google is still the largest search engine and also offers the option of display advertising. Nevertheless, you should try advertising with Bing Ads, as you can reach a target audience affordably, for example, those who reject Google as a search engine. More and more people are rejecting Google’s market dominance and are therefore using alternative search engines.
What is the reason for the high market share?
Bing is, for example, the default search engine in the internet browser Microsoft Edge (formerly Internet Explorer) and the email provider Yahoo as the default search engine. The voice-controlled software Cortana searches via Bing, and almost all Microsoft devices use the Bing search engine by default. This is also one of the reasons why Bing is so strong in the B2B sector, as new computers usually only have Edge or the old IE installed, and this can only be changed by IT. The search bar in Windows at the bottom left also only uses Bing.
According to Microsoft, people who use Bing as their search engine are a very affluent target group. You should not miss this opportunity. In the following, we will show you the most important facts to consider for successful Bing advertising.
Why Bing Ads are very important for your SEA strategy
If you want to run search engine advertising, then Bing Ads is the right choice for you. If you advertise online internationally, Bing is an absolute must. Google only has the market advantage in Germany and Europe; in other countries, Microsoft’s search engine Bing and Yahoo are ahead. Especially in the USA and Canada, these are preferred. Therefore, an internationally active online shop should also use Bing Ads as another advertising channel for its SEA strategy.
With special analysis tools, the reactions of potential customers can be tracked, and advertising with Bing Ads can simply be tested. Test the behavior of your target audience and adjust your Bing Ads campaigns accordingly.
Bing Ads is therefore not just about greater reach, an older and higher-income target group, less competition, a lower CPC, and a potentially better ROI. Further advantages come into play.
Benefits of Bing Microsoft Advertising
Benefit from the numerous advantages that Bing Ads offers you:
- Due to Bing's small market share, click prices are much lower than with Google AdWords. You can thus supplement your online marketing with another channel with little money and help your company achieve greater growth.
- Ads can be placed not only on the Microsoft search engine Bing, but also on the entire Bing network, which includes AOL and Yahoo. Many use these as email providers, which offers an excellent place for your advertising. This way you can reach your target group easily and uncomplicatedly.
- With Bing Ads, you can very easily increase your reach, because Bing is the search engine with the greatest growth. With your keyword-related ads, you can reach an estimated 11 million potential customers.
Tips for Bing Advertising
When creating and running Bing Ads, there are a few things to consider:
- Do not simply take over the complete AdWords ad, but adapt it to the user behavior of Bing users. The competitive density and costs are lower, which is why manual changes should be made.
- Bing has a different budget setting than Google AdWords. With Google, your maximum budget can be exceeded by up to 50% if Google considers additional conversions to be very likely. With Bing Ads, you can top up your account in advance, or you pay monthly for clicks.
- With Bing Ads, you also have the option to run Shopping ads to present your products attractively.
What we offer you as a Bing Ads agency for professional search engine advertising:
- Consultation and strategy development for Bing Ads + Google
- Optimization of existing accounts, campaigns, and ads
- Creation of new Bing Ads and Bing Shopping Merchant Feeds
- Generation of text ads, DSA campaigns, and automatic product ads
- Management of campaigns over a longer period
- Monitoring and adjustment of budget and advertising periods
What makes us special is that we don’t just focus on advertising, but also look beyond the obvious and always consider the overall project.
Our SEA packages for Google AdWords / Bing Ads with a fair cost structure
Please also note our Remarketing Packages.
Looking for the right keywords for the search engine?
We also offer Keyword Research and Analysis.
Let us work together to optimally position your advertising on Bing Ads. Take advantage of the additional traffic that Bing offers you. Especially for smaller companies, Bing Ads are suitable due to the lower costs.
Therefore, use Bing as a sensible addition to your Google ads!
We have many years of experience in creating Bing Ads. Feel free to contact us for a non-binding consultation and together we will find the best SEA strategy for your company, regardless of whether you are interested in B2C or B2B!
Questions about SEA and Bing Ads? Your personal advisor:
E-Mail: fi@vastcob.com
Florian Ibe
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Google Ads consists of two advertising networks:
- The Search Advertising Network: Advertisers create text ads that appear on the search engine results page (SERP) (example below)
- Display Network: Advertisers create display ads that are shown on a variety of websites across the internet
Bing, on the other hand, has 3 search engines – Bing, Yahoo, and AOL.
So when you advertise on one platform, your ad actually appears on all three. This opens up campaigns to searchers on all websites powered and operated by Bing, Yahoo, and AOL, as well as various partner sites.
In addition to increased visibility, Bing allows advertisers to reach an older and more educated audience.
What Bing lacks in volume, it certainly makes up for in performance. With Bing PPC, businesses have far less competition for advertisers. So clicks are cheaper and advertisers get more for their money. In fact, the average cost per click on Bing ads can be up to 70% lower compared to AdWords.
However, when comparing the costs of each ad platform, note that Bing and Google do not always receive the same traffic.
History of Bing Ads (Microsoft Ads)
The beginning of Bing Ads was in 2006, much later than Google started. Microsoft launched its own advertising network. It was called MSN adCenter and collaborated with Yahoo. However, this collaboration ended by the end of 2006, and Microsoft continued alone. Microsoft further expanded its SEA knowledge, working solely with its own search engine MSN. In 2010, Microsoft founded the Microsoft Search Alliance, a renewed cooperation with Yahoo. This alliance still exists today and was renamed Yahoo! Bing Network in 2012, which led to today's Bing Ads.
Features and Tools
Bing Ads offers a variety of tools to optimize your advertising efforts. Your SEA campaigns are managed via the editor. This is a desktop tool that allows you to modify your campaigns and your keywords. While Google only allows such changes online, Bing offers another desktop tool, Microsoft Advertising Intelligence, to adjust keywords offline. Up to 200,000 keywords can be stored there.
Each campaign, in turn, consists of various ad groups. For these ad groups, numerous texts and keywords can now be stored.
Especially for Windows users, operation should be very simple. A preview of the ad can be displayed via the Bing Ads account.
After creating a Bing Ads account, the platform offers advertisers the option to import their existing Google AdWords campaigns directly into Bing Ads. With just a few clicks, your campaign is ready to go, without having to create everything from scratch. Ads from Google AdWords can thus be easily imported, but there are a few things to consider (see under Tips).
The prices for Bing Ads depend on the competitiveness and quality of the keywords. Popular keywords therefore cost more to appear higher in the search engine. Billing is on a CPC basis (cost per click), so you only pay when the interested party clicks on the ad. You can set the price for a click as you wish until you have reached your desired position in the search engine.
In addition, there are various targeting options, such as targeting based on geographical or time-related criteria. This allows ads to be controlled more precisely according to the desired targeting criteria.
Higher Engagement and Conversion Rates
Bing users who click on PPC ads tend to be more engaged with the post-click websites and landing pages they are sent to. They also convert at much higher rates. The aforementioned Search Engine People study found that in the automotive industry, users converted at 10 to 56% higher conversion rates than Google ads.
Improved Device Targeting
Bing Ads has surpassed Google AdWords in device targeting, as mobile ad targeting can be limited with AdWords. With Bing, advertisers can target specific audiences based on their device type and operating system. It also offers the option to not show campaign ads on desktops if you only want to target mobile users.
Increased Control at the Ad Group Level
Bing offers more detailed targeting at the ad group level. While Google allows advertisers to set their network, location, language, ad scheduling, and ad rotation settings at the campaign level, ad groups remain limited to their campaign-level settings. With Bing Ads, adjustments can also be made at the ad group level. Bing also allows advertisers to assign different advertising campaigns to different time zones – a feature not offered by AdWords.
Bing Ads Remarketing & Retargeting
Except for display advertising in the partner network, retargeting with an appropriate remarketing strategy is possible just as with Google Ads.
More Transparency
Bing is fully transparent in disclosing details about its search partners, allowing advertisers to see exactly where their traffic is coming from. The platform provides detailed reports on the performance of each search partner in a campaign, including details on all metrics, from impressions to conversions.
Your Microsoft Bing Ads Agency for Tailored SEA Search Engine Advertising
Let us together find a sensible framework for your advertising budget. Save yourself expensive experiences and outbid the competition with a smaller budget and a high quality score.
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