Bing Ads is a form of paid search advertising. While many people use Google to help them find a product or service that solves a specific problem, Bing Ads is another powerful form of advertising for customers. Bing accounts for approximately 23% of the online search volume. The Bing platform is easy to use and has less competition among different advertisers.
Bing Ads is Microsoft’s version of Google Ads; Bing Ads allows companies to run ads on both the Bing search network and its partner networks, such as Yahoo and AOL. Bing Ads display at the top, bottom, or side of a search engine results page (SERP). In order to advertise, companies bid on specific key words that they think customers will use, and then, when a user conducts a search that matches a keyword, Bing compares the bids and ad quality of the competing businesses and decides which ad will appear on the SERP. Bing also allows companies to sync all Google Ad campaigns to Bing so that they can offer their products and services on both platforms.
Why Bing Ads Matter
While many companies focus their marketing budgets and effects on Google Ads, there are benefits to using Bing Ads for advertising campaigns. By 2019, Microsoft’s Bing search engine was responsible for more than 936 million monthly searches. Keep in mind, Bing is the second most widely used search engine for desktop searches. Companies should not limit themselves to Google Ads; Bing Ads can help increase customer base and drive revenue.
Bing Ads matter because when a company advertises using Bing Ads, these advertisements appear on Yahoo, AOL, MSN, and other partnering sites. Research also shows that Bing’s audience share by gender is an equal amount of men and women, which means there is equal opportunity to maximize the outreach of your marketing strategy. Interestingly, the largest percentage of Bing users fall within the 45-54 age range, and about one-third of the users have household incomes of over $100K. If a company wants to target older customers–with a larger expendable income–Bing Ads matter in terms of connecting to qualified potential customers.
Common Misconceptions of Bing Ads
Due to the popularity of Google, there is a common misconception that companies do not need to spend their time creating Bing Ads. Research shows that Google Ads has roughly 80% of the search engine market. However, that large market share creates a lot of competition between companies advertising on Google. Within specific markets, about one-half or one-third as many competitors advertise on Bing versus Google Ads. It is important to use Bing Ads because less competition means better advertising placement and less comparison shopping–thus better results for your business.
Don’t underestimate the impact that Bing Ads could have on your business. Companies could be losing out on up to 30% of the overall search market. Bing Ads are an important strategy to expand a company’s advertising efforts while increasing its ROI.