7 Reasons PPC Advertisers Should Consider Bing Ads In 2023

Still struggling to make Google work for your business? Maybe it’s time to consider Bing Ads and the world’se second largest search engine…


In this post we’re going to take a look at one of the most underrated marketing tools on the web. While Google Ads dominate the PPC market, as a growing number of very satisfied advertisers are discovering, Bing the world’s second-largest search engine has its own way of reaching new audiences.


Why It’s Time To Consider Bing Advertising?

Google is the industry heavyweight for internet searches and PPC (Pay Per Click) advertising. However, what about the competition? Data shows the relative ‘new boy’ to the market is increasing its market share. But is Bing worth it?

Bing grew to capture almost 20% of the US search market share this year. Whilst it is someway behind Google in terms of market share there are aspects of its business model that cannot be ignored when developing a marketing campaign.


7 ways Bing Ads Can Give You An Edge

1. Bing advertisements are cheaper
Bing ads use a similar auction model as Google. However, due to the lack of competition you can get better ad positions and cheaper costs per clip.

2. Bing advertisements give more control at a campaign and ad group levels.
Bing allows you to assign specific campaigns to specific timezones, a feature unavailable in Google, and a key feature if your campaign needs international reach. Bing allows you to set your network, location, ad scheduling, language, and ad rotation settings at the ad group level. Unlike Google where these features are set at the campaign level. This feature is key if want a nimble targeted marketing strategy that designed to maximise your business’ visibility to specific groups.

3. Bing advertisements has better device targeting options.
Google by default target all devices; desktop, tablet, and mobile device. Bing is more agile allowing you to exclude desktop and tablet traffic from your campaign

4. Bing advertisements offer more transparency and control over search partner targeting.
Bing gives you the flexibility, unlike Google where search advertisers have two choices (target Google search, or target Google search and search partners), by allowing you to target Bing, Yahoo or just search partners in a combination of your choice. Bing has further refinements allowing you to see which search partners are directing traffic to your site and if its not working for you Bing gives the option to exclude that partner.

5. Bing advertisements and close variants
Unlike Google, Bing has retained the option to include close variant queries matches. Close variants expanded the reach of keywords by including common misspellings and plurals. An important function if you want to maximise traffic to your site.

6. Bing advertisements and social extensions. X (formerly known as Twitter) vs Google+
Bing is exploring social extensions by showing the number of X (formerly known as Twitter) followers an advertiser has next to their ad. Google adopted a similar approach showing the number of Google+ followers…

7. Bing advertisements demographics
The strongest feature of Bing is its ability to identify the demographics of Bing users and then target them with a tailored marketing campaign. This key feature which separates it from Google will be picked up in our next blog post.

Interested in bringing Bing into your advertising mix?

If the idea of a wealthier, more affluent and business-focused target audience for your pay-per-click ads sounds appealing, why not book a call with our PPC team? We’ll help you get started with a fully optimised campaign designed to get you results at a fantastic ROI.


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