Are you looking to improve your advertising strategy but hesitant to invest in Google Ads? You may want to consider Bing Advertising. Contrary to popular belief, Bing is not just a second-rate search engine behind Google. Bing provides a unique audience and has plenty of benefits that businesses can take advantage of. In this post, we will discuss what Bing Advertising is, how it works, and why you should consider it for your business.
Definition and How it Works
Bing Advertising is a service offered by Microsoft that allows businesses to display ads on Bing, Yahoo, and other partner sites. Like Google Ads, Bing Ads uses a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. Advertisers can create and manage their campaigns on the Bing Ads platform, where they can choose specific keywords, target specific demographics, and set specific budgets.
Benefits of Bing Advertising
1. Lower competition
Since most advertisers flock to Google, Bing Search Network has less competition. As a result, it can be more cost-effective for businesses. Depending on your industry, clicks can cost less on Bing Ads compared to Google Ads. This also means that your ads won’t get drowned out by the sheer number of competitors on Google.
2. Increased visibility
Bing Accounts for almost 30% of desktop searches in the US and has a significant presence in industries such as finance, healthcare, and young audiences. This presents a unique opportunity for businesses to reach a different audience than Google Ads can provide. Additionally, Bing Ads offers several ad formats, such as product ads, image extensions, and video ads, that are not currently available on Google Ads.
3. Greater control over ad placement
Bing Ads allows advertisers to choose where their ads appear on partner sites. This placement control can enable you to optimize campaigns according to the audiences in different regions or websites and maximize your reach specific to your campaign’s requirements.
4. Improved campaign performance
Bing Ads’ AI-powered algorithms are designed specifically to help businesses achieve their marketing goals. Machine learning helps to create custom campaign solutions based on data-driven insights, allowing advertisers to achieve better results with their ad campaigns. Additionally, Bing Ads Campaign Planner provides tools for competitive analysis, keywords research, and audience targeting, enabling businesses to build more focused, relevant campaigns.
There are several advertising networks to choose from, each with its own perks and drawbacks. Bing Ads may not be as widely used as Google Ads, but it shouldn’t be completely ignored. With lower competition and increased visibility, Bing Advertising can provide unique opportunities to reach specific demographics and can be more cost-effective than Google Ads. Businesses can gain greater control over ad placements and improve campaign performance using Bing Ads. Therefore, it may be worth considering including Bing Advertising in your overall advertising strategy.