Paid Ads with Bing

Learning Objectives

  • Reasons to involve Bing in your Pay Per Click strategy.
  • How to select your design and other PDF basics you need to get started.

Learn the unique features to Bing that can support your SEO and marketing efforts.


Why use Bing?

Let’s take a look at 3 reasons you should be using Bing Ads as part of your pay per click strategy:

1. You are missing out on 29% of the Search engine market.

This really can’t be ignored or overstated. According to Comscore Bing and yahoo combined own 29% of he search engine market. This is US based but shouldn’t be dismissed in the UK. The below diagram gives you an idea of the breakdown demographic using Bing Ads. If you are happy to be missing out of nearly one third of the search playing field, carry on as you were.

2. Lower competition levels means lower cost per click.

No one is pretending Bing & Yahoo have a larger market shares than Google. Quite simply, there are a smaller number of advertisers using the platform, which is a fantastic reason to not follow the herd. Less competition means lower cost-per-click. Lower CPC and better (ad rank/ quality score) can translates to a lower cost-per-acquisition. This is pay per click nirvana and exactly the sweet spot you should be looking to hit.

3. The Bing Ads Interface is very very similar to Adwords.

The Bing Ads team obviously decided that they did not need to create the wheel in terms of it’s usability and this has great benefits for you an your team in getting started in Bing Ads. Adwords users will feel familiar and right at home within Bing Ads. Many elements of Bing Ads are near identical.

If you are currently using Google Adwords (as you absolutely should be) here is a HOW TO GUIDE ( guide to import your campaigns into Bing.

To reiterate, that’s 28.7% of the search engine market in one interface. Is this reason alone to consider Bing Ads?

Practical Tip - Be smart about your use of time and resources with Bing Ads and Adwords. If you are currently using Adwords to generate the majority of leads and conversions it would be wise to keep most of your efforts within Adwords, and gradually build on your involvement in Bing Ads. Remember, Bing Ads can drive a lower CPC and higher conversion, however, the landscape isn’t as densely populated. Take your time and be gentle.

Unique Features to Bing Ads

Campaign Planner

Campaign Planner is a unique new feature in the Bing Ads web interface (UI) that displays marketplace insights by vertical, product, and keyword.  Campaign Planner collects and surfaces data from the Yahoo Bing Network to reveal industry benchmarks and new investment opportunities.

You can use the Campaign Planner to research:

  • Search traffic trending and forecasting
  • Industry benchmarks and competitor performance – This can be done using such tools as SEMRush which is a must use tool for our agency to perform industry research, however, this is an excellent feature for an in-built tool.
  • One of the unique features of the Campaign planner is the ability to review and run a comparison of impressions, clicks, CTR and CPC by the device type. This is crucial data when planning your keyword research for PPC and SEO.

Ad Copy

If you are a frequent user of Adwords you will have no doubt had the problem of fitting your copy into your Ads.

Both Bing Ads and Google Adwords support only 25 characters for the ad title and 70 characters for the ad text. Within AdWords we have to describe the ad in two lines (35 characters each) but in Bing Ads we can enter the description in one line (of 71 character). The two lines in Adwords may cut off your marketing message or affect the call to action. This is a basic problem but a problem non the less that you don’t need to worry about in Bing Ads.

Search Partner Reporting

Search partners are the sites that you can advertise on, similar to Google Adwords and the display network. Search partner reporting within Bing is more sophisticated than Adwords and can give you further insights. Using Search Partner Reporting you are able to dig down into the performance of search partners, specifically looking at impressions, clicks, click through rate, average CPC, spend and average position.