While Google Ads grab the headlines when people think about Pay Per Click advertising, Microsoft has been quietly consolidating their online ad channels, combining the once-great Yahoo with the shiny-new Bing Ad platform, creating the Yahoo Bing Network. This platform boasts almost 30% of the US search market, and claims over 4% higher per-user spend than Google, and 23% higher than overall searchers in total.
With 168 Million unique searchers in the US, it’s a substantial segment.
In my experience the Bing Ads network tends to be a bit older, and somewhat less tech savvy. As Bing is the default search engine on most PC’s, people who don’t take action to change their browser end up on Bing. This is a LOT of people.
One advantage of Bing ads is that they often have a lower Cost Per Click than Google Adwords as it is less competitive. I have seen significantly higher Click-Through rates as well.
Google Adwords vs. Bing Ads
To me, I prefer Google’s platform, and the fuller-features of it. It’s really helpful for me, and saves a lot of time, to have the Analytics data such as bounce rate and page views pulled into my ad platform and associated with data.
Much of my data analysis I actually do from within Analytics. You can track Bing traffic in Analytics but it’s not as elegant, and requires an extra step that many folks don’t want to fuss with.
Google also has very robust capacity for remarketing, and the features they are always rolling out and testing give the advanced account manager many more tools to work with.
For example, Remarketing Lists for Search Advertising (RLSA) is a wonderful tool in many environments, particularly where the consideration cycle for purchases is long, and where cost per click are high.
Also the geo targeting features in Google are great, particularly the ability to target areas of different median incomes.
For me, Google will always be my “bread and butter” or “go-to” tool for PPC, but there are customers who literally never use Google search, so it’s often important to use all the tools that are available to capture volume at a certain price. And Bing often does even better on price.
So for accounts that are large enough and invest enough in management I’d seriously consider Bing ads!
Bing Ad Experts in Ohio
Bing has a certification program, and Root Deeper Marketing has achieved Bing Ads Accredited Professionals status. There are only a handful of Bing Yahoo Network agencies in Ohio, and we’re one of the few that is certified also in Adwords Advanced Display, Advanced Search, and Analytics as well as Inbound Marketing.
So, we are Google loyalists, but that doesn’t mean we can’t get a little Bing on the side… Just don’t tell them about our Facebook ads… 😉
If you’re Bing-curious, give us a call and fine out what kind of results you’ll get from this substantial network.
Contact Us for Small Business Bing Ads Management
We’re BAAP accredited, and would love to serve as your Bing Ads Consultants in addition to whatever online marketing needs you may have.