It was eight years ago that Windows launched Bing. Since then, the search engine has strongly fought its top competitor and search giant, Google. We have seen the inclusion of new features in Bing, like the ‘popular content’ section, which provides information about the web pages that attract maximum traffic. Bing has also redesigned its mobile application search feature to boost searches on Android devices.
These advancements are actually solidifying Bing’s relevance in the web space. The gap between Google's searchers and Bing's searchers is still very large, but even so, Bing's influence is greater than most people know.
Though Bing may not be the most popular search engine, it has its own set of advantages that entice online marketers and businesses, a few of them are highlighted below:
1) Comparatively cheap and less competitive
Advertising on Bing is a different story. The competition among bidders is mild, and the CPC bid is cheaper than Google Ads. For the same search term bid, you will be charged a lesser amount on Bing, and due to the low competition among advertisers, you have more chances of great ad placement.
2) Bing allows you to take charge of the campaign at the ad group level
Google Adwords offers changes only at the campaign level, and ad groups are limited to defined settings. It is indeed taxing; if you need to alter these parameters, you must set up a new campaign. Bing provides far more control and alteration at the ad group level. You can set different locations, languages, ad schedules and rotation settings for various ad groups. This aids digital marketers in deeply targeting desired audiences and fine-tuning every ad for specified search terms.
3) Crystal-clear search partner information
Bing does not believe in concealing its search partners. You can target searches on Bing and Yahoo or on search partners or on both as you please. You can drop search partners that are not producing adequate results and add new partners you think have potential. Google Adwords does not reveal its search partners, which also rules out the ability to exclude unwanted partners.
4) Connect easily through social extensions
Social extensions can be placed under the ad copy. They allow prospects to connect and communicate with the advertiser on social channels like Facebook, Instagram, Twitter, etc. Upon clicking the social extension, the searcher is taken to the social profile or post. To add credibility to an advertisement, Bing also shows the advertiser’s Twitter followers.
5) Demographic targeting
Google Ads does not allow you to target search engine advertisements demographically. However, Bing empowers advertisers to set the age and gender of their target audience so that the ad appears only to those who meet these criteria. This considerably enhances the ad’s performance and conversion rates.
The points highlighted above justify the potential of Bing Ads as a promising marketing medium to attract new prospects and grow business.
ValueHits is a leading digital marketing agency offering holistic online marketing solutions to clients from varied industries. We utilize the above features to plan and execute Bing Advertising campaigns as a part of our online marketing strategy. Contact us for more details.
Conclusion
Finally, Bing Ads provide a strategic opportunity for businesses to broaden their reach and acquire new customers, especially when combined with ppc packages. Businesses may successfully communicate with potential customers by leveraging Bing's wide network and targeting capabilities, resulting in increased traffic and conversions while maximizing advertising ROI.