You’re nailing your Google AdWords management , exploiting every scrap of relevant traffic you can and you’re looking for more search traffic to your site. Should you consider Bing Ads?
This post explores the Bing Ads vs Google AdWords Ads question in a number of different areas from Search Marketing through to Display Targeted campaigns.
As you might expect, the functionality of both Bing Ads and AdWords Ads is broadly similar.
Campaigns, Ad Groups, Keywords and Ads are structured in much the same way, grouping keywords together with relevant ads to increase relevance and promote a strong CTR (click through rate).
Negative keywords are used to avoid showing ads for irrelevant searches or wasting budget on low intent clicks.
Keyword match types are very similar too, with Bing Ads providing Exact Match, Phrase Match, Broad Match and more recently adopting the Modified Broad Match type to tighten up keyword targeting as Google did with AdWords.
There’s no escaping the fact that Google dominates the search landscape in terms of search volume and audience size, but in some markets, advertisers would be foolish to ignore the Bing Ads opportunity to increase traffic and sales.
Since Bing Search Ads are served on the Yahoo search engine too, the audience reach makes Bing Ads a much more viable proposition.
Not all markets are equal. It’s fair to say that Google has a much greater share of the professional, business user market.
However, there are a huge number of Internet users that have Bing set as their default search engine and don’t realise they have another choice. There are many users who choose Bing over Google for a variety of different reasons.
In some markets, Bing’s share of search is higher than others.
We’ve shared before why Impression Share is absolutely critical to search marketing campaigns.
Because Google has such a large share of the search market, competing in high volume markets can demand a big Google AdWords budget too.
Where the search volume in those markets is significant on Bing Ads, a smaller budget is necessary to maintain a high Impression Share and to maintain a more complete Search Funnel.
Think of it as being a big fish in a smaller pond. You still get to be the boss, there are still big fish, but some advertisers might find competing on Bing Ads less expensive than on Google Search.
Bing Shopping Ads (Bing Product Ads) are not yet available in the UK.
Google Shopping Ads (or Google Product Ads) are a huge opportunity for eCommerce stores and a relatively simple way to match searches for products on Google, advertising your price and a product image dynamically in ads and directing users straight to the product page on your website.
There’s a huge difference between Search Marketing and using Display Ads – critical to understand before you start spending money on Pay per Click ads.
The Bing Ads Content Network is very similar to Google’s Display Network except for a few differences:
Google’s Display Network is extensive, counting millions of web pages in its inventory.
Google’s Display targeting options include;
In terms of Search CPC (Cost per Click), Bing Ads are slightly lower than those on Google AdWords.
This is primarily because both platforms run as an auction. With the combination of relevance x bid winning the auction and typically lower competition on Bing, clicks tend to be cheaper, for now at least but they are gradually creeping up as a whole.
Bing Ads does have one significant weakness over Google AdWords. Location targeting.
Whilst Google’s options allow targeting around a radius, irregular areas, specific towns, cities or counties, Bing Ads is fairly limited in this area although things are beginning to get better.
The Bing Ads Editor is very similar to the AdWords Editor which are both used to easily upload changes in a more user friendly system (offline) so you can post your changes to your campaigns.
The Bing Ads Editor used to be fairly limited compared to AdWords but in recent times it has really picked up well, replicating the majority of features which are available in Google AdWords.
A couple of things you cannot do on Bing however are:
In short though, it’s certainly worth using the Bing Ads Editor just as much as you would the AdWords version as it’s much more user friendly than the online interface.
Yes. Bing Ads is definitely worth the investment. If you’re choosing Bings Ads or Google AdWords, there are a few rare occasions when you’d choose Bing Ads over Google Ads. If it’s volume you’re after, Google will almost certainly win as your first choice.
The opportunity is greater for some advertisers than others;
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