Millions of shoppers can instantly access promotional content when it is delivered through digital advertising on multiple platforms. Besides the usual suspects – Google, Facebook, and YouTube – Bing, the search engine owned by Microsoft, accounts for 25% to 35% of online searches.
This blog tells you about Bing and how it differs from Google Ads. Moreover, we will explore some ways Bing advertising can boost your digital marketing strategy – a crucial step for businesses who want to succeed this holiday and festive season.
You may have already taken advantage of Google’s bottom-funnel acquisition campaigns for Google Ads. Therefore, Bing is a great way to reach new audiences. Bing could also be a powerful platform for reaching online shoppers this holiday and festive season, with Black Friday and Diwali sales expected to draw 25% more online shoppers this year compared to last year.
What makes a difference between Google and Bing?
Consumers use search engines to locate products and services, read reviews, and decide whether to buy. It’s because of this that search engine marketing can be so effective.
As the most popular search engine, Google Ads tops the list of marketing tools that businesses use to promote their products and services online. In 2020, Google Ads will hold more than 92% of the market share. But as we mentioned earlier, Bing makes up a decent portion of online search traffic, reaching millions of users who cannot be reached by Google.
The goal of pay-per-click and search engine advertising is the same for businesses: reach target audiences, drive traffic, and boost revenue
Network Platform
Search and display ads are part of Google Ads. Display ads are graphics-based advertisements that appear on websites while search engine results pages (SERP) contain text ads. With more than 4 billion users worldwide covering a wide range of age groups and demographics, Google’s ads are clearly more accessible than similar advertisements on other search engines. This is particularly true for Bing.
As part of the Microsoft Advertising platform, Bing ads will also appear on Yahoo! And DuckDuckGo along with various partner sites, reaching roughly 1.5 billion users overall. Despite being less popular than Google, Bing captures 63 million users that aren’t available through Google Ads.
Audience Reach
While Google’s impact gives it more reach as opposed to Bing, it also has its own advantages. Here you need to face less competition, which means you will get more exposure.
Other benefits include the fact that you are not targeting only one type of demographic. It gives you the flexibility to target different types of demography, age, and status.
A large part of Bing users is aged 30 or more. Other than that 50% are aged around 40 and 30% of users are comparatively rich. Bing is a place that allows you to reach a more specific demographic at the same time that Google ads give you the opportunity to reach a broader audience at once.
Which one is good?
If we must compare Google ads size, it certainly wins in all aspects, but when it comes to deeper targeting, Bing is the way to go.
As we discussed, Bing is an essential part of Microsoft, so it enables you to target specific demography and this feature is missed in Google
It’s a smart way to complement your pay-per-click strategy by filling in any gaps regarding reach.
As we all know, Bing is a specific part of Microsoft Ads. It has the power to target new territories too that Google can’t, so investing in Bing could be a smart strategy to take advantage of this gap.
Ways to use Bing effectively in your Advertising Strategy
Every time, whenever any festive season comes, it comes with a golden opportunity for websites to increase their sales and conversions because in holidays and festive season, 30% more users are active and ready to shop.
So at this time, Bing lets you access some other online shoppers that you may have been missing out on over the years.
Want to know about Bing SEO – click here
More specific targeting
Considering that 35% of Bing users are financially strong and are more buying power-oriented, you might want to place your bid to be more conversion-oriented.
Now let’s take a look at other benefits of using Bing. It also gives you the chance to implement your B2B advertising strategy more efficiently, as we know that Bing is a platform that is mostly used by business owners, so here you can better engage with them.
A large Area to Cover
Bing is owned by Microsoft Advertising, which also runs ads on Yahoo! And DuckDuckGo. One of the main reasons why incorporating Bing into your digital marketing strategy is so significant is because it holds a third of the global search engine market share.
As we discussed earlier, there are various gadgets in the market that use Bing as the primary search engine for example Alexa and the large no. Of users of Windows 10. So it makes a very huge difference if you miss using the Bing advertising platform.
Access in your hand
Bing gives you the freedom to be an advertiser take control of your hand means the platform setting and accessibility gives you the opportunity to handle both campaign and ad group on your own. You can choose whether you want to run your ads on Bing or its partner sites.
If you are about to target multiple types of the audience then Bing enables you to schedule your ad more effectively. It also gives you more freedom to choose your preferred language and how you want to rotate your ad.
Use your Social media Extensions too
Before some year that Bing began testing social media ads that showed how many Twitter followers a marketer had next to their ads. Utilizing the power of social influence, this strategy was highly successful in attracting a broad range of consumers.
AdWords offers a similar feature, but it’s tied into Google+, which has a considerably smaller user base. Aside from that, Google+ doesn’t possess the same outreach or influence as Twitter, which will boast around 211 million active users by 2021.
Way to save money
Microsoft Advertising is often overlooked by advertisers and marketers, who prefer the broad reach of Google Ads. Having been overlooked in this manner has made Bing and its parent platform much more valuable, reducing competition in the same manner as search term bidding. With Bing, you’ll pay a lower cost per click, receive higher click-through rates, and get better placement or ranking for your ads.
A recent study found that Bing costs 33% less than Google AdWords. This difference automatically makes Bing a better option for small-budget businesses that want to increase their reach but have financial issues. It is also an opportunity for those who are willing to launch their start-ups.
More Specific Demographic targeting
The Bing search engine and its other search engines support demographic targeting with Microsoft Advertising. Advertisers can use this to target their products and services to consumers of a particular age or gender. Clothing brands that manufacture only clothes for men, for example, might target male users specifically. On the other hand, Google’s search network and display network do not allow demographic targeting.
Choose your Partner
When targeting partners, you have two options: either target search partners or target Google. It isn’t possible to get information about which search engine partners are driving traffic to your site from the mammoth search engine. Therefore, it may not be possible to tweak your ad campaign to attract more users.
At the same time, if you use Microsoft advertising, here you can target Bing or its search engine partners. One more thing, you can also target any product or service used by any specific demographic or group.
Additionally, you may also target a product or service usually purchased by a specific population or group. On Bing, you can also use the “Website URL” feature to determine which search partners will be effective in driving traffic to your site. Moreover, you can also exclude certain search sites from other search partners by using Bing’s “website exclusion” feature.
Keyword MISSPELLED: Not an Issue
Typing keywords into an online search engine is likely to result in spelling errors for most internet users. Search results on Bing are matched using a “close variant” tool allowing search hits to be guaranteed despite spelling errors, variations, or non-specific plurals or singulars. Typos and misspellings do not affect how many users will see your ad.
Device targeting
Consumers can choose what kind of ads they’d like to see on their devices with device targeting. What is the percentage of paid Google search clicks from mobile devices? And what percentage of paid Bing search clicks are from mobile devices? Such information can be gathered by device targeting.
Ad groups can be created for mobile devices only. Specific variations of ads can be created for certain devices like tablets. Users can even run various bidding strategies for desktop ads. The “enhanced campaigns” strategy adopted by Google allows users to limit or adjust the targeting of all Google Ads.
Bing, on the other hand, permits advertisers to reach consumers on any device with cross-device targeting. Additionally, it gives your insight into how customers are finding you online as well.
To get the best PPC service and more clicks and conversions in your ads, contact us here. We have PPC Experts who will personally take care of your matter and figure out the best platform from which we can get the best ROI for you.