If you’re an online advertiser and you do paid positioning campaigns, there is a good chance that you are doing so on Google. However, have you considered doing campaigns on the Bing search engine?
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Most advertisers don't see it as a priority, but that could be a big mistake. Even though Bing accounts for less than 10% of online searches in 2022, it doesn't mean that it should be ignored for your ad campaigns. Here are four reasons why you shouldn't underestimate Bing and Microsoft Advertising:
1. A higher quality audience
Many Bing users are professionals using pre-installed tools on their Microsoft computer. On average, they are 45 years old, have a higher level of education, and more than a third of them have a family income of more than $100,000. Additionally, users spend 35% more time shopping online than on Google. So you can reach a premium audience for many business models via this search engine.
Good to know: Bing search data differs from the system used by Google. Some targets or characteristics of your audience may be specific to Bing Ads, and therefore not found on Google. You offer yourself a significant competitive advantage, when your target and business model match what Bing can offer.
2. Less competition
Since Bing has fewer advertisers, the level of competition is much lower. It is estimated that the CPC (cost per click) on Bing is 35% lower than on Google. For a comparable audience, you would likely get similar results to Google at a lower cost.
In addition to a lower cost for your campaigns, you are less likely to get competition coming from all sides. Once again: provided that your target is well represented, you have everything to gain.
3. A large network of partners
Microsoft has a large network of partners. When you advertise on the Microsoft Network, you're not just posting to Bing: you can also reach users on other search engines such as Yahoo, Aol, DuckDuckGo, MSN and Search.com. Thus, the search market share of the Microsoft network almost reaches 20%.
4. Easy import of your Google Ads campaigns
You think you don't have time to run another ad network? You're wrong. It is possible to very easily import your Google Ads campaigns directly into Bing. Microsoft has developed tools allowing you to import your campaigns in just a few clicks.
In summary, Bing is a well-kept secret, but it can offer many benefits to online advertisers. Let Bing help you pick the low hanging fruits! With less competition, a lower cost, a more relevant audience, and little management efforts, Bing can be a real asset to your business. So why not try a campaign on Bing and see the results for yourself?