Google has become almost synonymous with SEO. When you’re trying to climb the search engine rankings, you’re unlikely to be considering Bing. And while you probably shouldn’t focus too much effort on Bing in terms of SEO, as Google are leagues ahead when it comes to cornering the search engine market, it may not be wise to disregard it entirely. Bing is responsible for just over 5% of online searches, which seems like a small percentage, but equates to thousands of searches.
When considering the question of Bing advertising, there is no simple answer. It will mostly depend on your target demographic and how fierce the competition is with Bing ads. You’ll probably have to conduct a few tests in order to determine whether advertising on Bing has a good ROI, and just how much time and money you should be investing. But first, you need to decide whether your audience matches Bing users.
It’s easy to assume that Bing usage is dying out. But bear in mind that it’s the default search engine on all Microsoft products – if you’re using Edge or Internet Explorer, they’re powered by Bing. Amazon products also use Bing, from their Kindle to Amazon Echo. And if you use Apple’s Siri, this too has Bing as the default search engine.
In terms of the demographics, if your business is marketing to a younger audience, Bing is probably not for you. The typical Bing user is aged between 55 and 64. They are usually on a higher income too – most Bing users have a household income of at least £70,000 a year. Essentially, if your product or service is aimed at an older demographic with more disposable income, you may wish to consider trying out Bing ads.
There also seems to be a higher intent to purchase on Bing. Despite the much smaller search volumes, those who do look for products using this search engine are more likely to convert. Bing recently reported that compared to the average online searcher, their audience spends around 35% more when shopping online.
When it comes to creating ad campaigns in Bing, it’s just as straightforward as setting them up in Google Ads. While there are obviously some stylistic differences, and some of the character limits vary slightly, the terminology is pretty much identical, as are the types of ad and campaign, as well as most of the layouts.
Overall, you can use the same ad strategies in Bing as you do in Google, and expect to see a similar trajectory, even if the volumes mean you won’t get such significant results. Once you’ve determined whether your target audience reflects the typical Bing user, you can then customise your targeting. As you probably won’t have much data within Bing to do this, you can use the Demographics section in Google Ads to set parameters for your bid modifiers. You can even remarket through Bing Ads, to remind your audience of the services you offer at a later point.
As you’ll undoubtedly have been using Google Ads for some time, you’ll have learnt which keywords are worth bidding on, and which are far too expensive to bother with. With Bing, these rules may no longer apply. Your industry and the competition within Bing will determine just how different keyword bidding is, when compared to Google.
Some organisations don’t see much of a difference in terms of PPC, whereas other companies have stated that, within Bing, they’re paying less than half the amount they would in Google Ads for their main keywords.
It’s also useful to note that Bing have their own keyword planner you can use, which suggests new keywords you can use in your campaigns. Some of these you may not have considered before, nor have they been recommended by Google Ads, so you might even wish to carry them across to your Google campaigns too!
If you’ve set up Bing and Google ads simultaneously, and are tracking your goals within each campaign, you can then analyse the results of the two campaigns together. You may find that you don’t want to allocate a large percentage of your budget to Bing. But then again, if Bing users fall into your target audience, it may end up having a better ROI than Google Ads.
You will need to compare all the metrics you’d usually consider with Google Ads, such as your click through and conversion rates, the average cost per click for your primary keywords, as well as the impression share. If you keep in mind that Bing has only a fraction of the users that Google does, you may find that it performs better for you statistically.
It’s also good to note that Bing’s users are made up of a fairly specific demographic compared to Google’s, so there should be less custom targeting necessary. As mentioned above, research also suggests that Bing users are more likely to make online purchases. So even if you don’t invest too many resources into your Bing Ads campaign, it’s probably worth giving it a go to see if it yields results!