When it comes to PPC advertising, many businesses owners immediately gravitate towards Google Ads without considering their other options, like Bind Ads.
After all, Google rules the internet, right?
Although Google unarguably retains the majority of the search market, Bing advertising shouldn’t be wiped off the radar. Instead of narrowing your options to just one PPC platform, let’s walk through why you should consider expanding your PPC efforts to Bing.
Bing Ads Vs. Google Ads – What’s The Difference?
If we dig below the clever algorithms, we can see that at their foundations, both Bing & Google are designed from the same concept.
That being, both platforms operate on a pay-per-click basis, to help businesses reach their target audience, drive traffic, and most importantly increase revenue.
Despite possessing a similar DNA, both platforms contain unique features and benefits that are advantageous over the other.
Bing Ads – The Benefits That You Should Be Considering
Google may seem like the holy grail when it comes to PPC advertising, however, Bing has some pretty attractive benefits that you should really be considering before you launch your next PPC campaign.
Here are just a few benefits that you can expect with Bing Ads:
Less Competition = Cheaper CPC’s
When it comes down to the search engine market, it’s common knowledge that Google holds the monopoly. However, despite Google having a larger search volume and reach than it’s competitor search engines, it certainly doesn’t mean that competitors such as Bing aren’t worth considering when it comes to advertising.
Let’s crunch some numbers:
- Bing currently has 34% of the desktop search engine market share worldwide
- There are approximately 5.4 billion monthly searches conducted on the Bing Network
- 135 million unique searchers
- Bing Ads reach 63 million searchers that aren’t reached on Google AdWords.
Although Bing may be lacking in the search volume front, it certainly makes up the ground on cost.
With less volume, comes fewer competitors, and when there are fewer competitors present it means that advertisers can take advantage of the cheaper cost-per-clicks.
In some instances, advertisers can expect to save up to 50% when using Bing for PPC.
Improved Granular Control
If you are pretty familiar with Google Ads, you will know that you can set a network, location, language, ad scheduling and ad rotation settings at the campaign level. However, ad groups remain limited to their campaign-level setting.
Unlike AdWords, Bing allows advertisers to make adjustments at the ad group level as well. This makes it much simpler to manage a sophisticated ad scheduling strategy.
More Search Engines
Expanding your reach has never been easier. Although Bing has less overall traffic than Google, it is comprised of 3 individual search engines – Bing, Yahoo and AOL.
So, when you advertise on the Bing platform, your advertisement is in fact seen across all three platforms, unlike Google, which only has 1 search engine.
This instantly connects you with millions of search and therefore expanding your overall search.
If you’re looking to trail some Bing advertising for the first time, it couldn’t be more straightforward. Bing offers advertisers the ability to import their existing AdWords campaigns from Google.
This means that you need not waste hours recreating your successful campaigns from Google!
Give It A Go!
Bing Ads may not be taking the spotlight away from Google anytime soon, but that definitely doesn’t mean that it isn’t worth giving a shot.
Permitting that your advertising budget allows for it, leveraging both platforms is certainly a recipe for success!