Using Bing As Part Of Your PPC Campaign
In a world that relies so heavily on Google, many people presume that other search engines such as Bing are dead. As a preview to this blog, we believe that Bing most definitely isn’t dead, and this is particularly true when it comes to discussing PPC. While Bing’s market share is not quite as consistent, or anywhere near as large as Google’s, that doesn’t mean they don’t deserve some well-earned attention. Here, we’re taking a look at how you can use Bing Ads to enhance your PPC campaign, and why you should do exactly that.
Will I Get More For My Budgets & Cheaper Clicks?
While PPC budgets will naturally fluctuate by industry, typically the amount spent on Bing ads is between 20% – 35% of the equivalent spend on AdWords, and this is a result of the decreased volume levels the ads will reach. Nevertheless, decreased volume levels aren’t always a huge negative, as long as the clicks that your campaign is receiving are highly qualified (which we will discuss later).
One of the main reasons that budgets on Bing are likely to be lower is due to the cheaper cost of clicks. Using Bing ads allows you to get more for your money, particularly in industries that are becoming increasingly competitive. A recent case study by Search Engine People regarding CPCs on Bing ads in comparison to Google AdWords showed that Automotive Industry CPCs were 32.5% lower in Bing ads on average and as much as 59.2% lower on average in the Insurance industry.
Do I Have Increased Control?
Unlike AdWords, Bing allows you to assign different ad campaigns to different time zones, which allows you to manage sophisticated ad bidding strategies and target specific audiences in a much easier manner.
In AdWords however, while you are able to set the network, location, language and more, the ad groups themselves are constrained to their campaign-level settings. With Bing Ads, you can enjoy much more control over each individual ad group and adjust their settings individually.
What About Audience Quality?
As a result of the increased control that you can enjoy when using Bing Ads as part of your PPC campaign, you are able to target a much more specific audience. This will help your campaign to generate much more highly qualified leads, and while the volumes of traffic being directed to your landing page through your paid search campaign can be much lower, the chances of conversions from this are likely to be higher. In fact, the same case study by Search Engine People in the Automotive Industry found that users were converting at 10% – 56% higher rates on Bing Ads than on Google AdWords. Bing Ads are also extremely transparent and will show you exactly where and when your campaign is running. This will ultimately allow you to opt out of search partners on all platforms if the campaign is running poorly.
This is beneficial for your business as it allows you to have more control over the ads that you are producing. Although this may only seem like a small feature, this is much more beneficial than you may think as you have the ability to cancel a campaign with ease if it’s not performing as expected. This is also valuable to a business as it means that money is not wasted on a campaign that is not performing well and can be spent elsewhere.
Can You Import Directly From AdWords?
If you are considering incorporating a Bing Ads strategy as part of your overall paid search campaign, then knowing how to do so is certainly important. Fortunately, integration of your current campaigns that are performing on AdWords is simple, as you can import these directly. This means that you can mirror your ad campaigns across AdWords and Bing in order to closely monitor your campaigns and more effectively implement knowledgeable and advanced bidding strategies as a result.
What About Customisation?
Another reason to choose Bing ads is due to the ease of customisation during a campaign. Not only can you have complete control over all the keywords and their performance, you can also customise what type of device you are looking to target as well as a number of different options. This is beneficial for all types of businesses as this ensures that you have complete control of every aspect when compared to Google AdWords which can at times, be very limited.
As well as the customisation aspect and control over the campaign, you also receive enhanced features to help tailor your content and keywords to your target audience. Unlike Google AdWords, you won’t receive any unwanted recommendations.
Can Bing provide Something New?
Although Google is seen as being at the forefront of innovation, their complete market dominance has seen a slight dip in the amount of high quality products that they are releasing. As a result, other software companies such as Bing ads have begun to take centre stage. This will then open up the world of digital marketing to a new search engine and allow businesses to take control over their campaigns.
Is Audience Targeting Beneficial?
Another beneficial element of Bing Ads is the advanced features within audience targeting. This allows you to target campaigns based around not only user’s interests but also their lifestyle, income and shopping habits to ensure that your product or service is reaching the right audience and has the best possible results. This is valuable to a business as it allows them to alter the campaign to fit a specific demographic and tailor each campaign based on the platform as well as the product or service that they are promoting. This means the tool could be crucial to the overall success of your campaign.
To find out more about how to incorporate Bing Ads into your paid search campaign and enhance the quality of your leads, get in touch with a member of our expert team at Absolute Digital Media, today.