Bing Advertising is an underutilized and very effective tool for businesses in their goal of increasing their online presence. It’s mostly Google that hogs the conversation, opportunities with Bing Ads are new yet highly impactful. This Advertising Guide gives you everything you need to know to set up, run, and optimize campaigns in Bing.
What is Bing Advertising?
Bing Advertising is also referred to as Microsoft Advertising. Over 900 million people make a monthly search on the Bing platform; therefore, it could let you reach audiences that are not possible to get otherwise.
Why use Bing Advertising?
Bing Advertising really stands out as a very valuable medium for any business that is looking to reach high-value customers. Probably one of the most significant reasons to utilize Bing would be the spending power of its users. Research suggests that Bing tends to skew older, better-off, and willing to spend money on premium products and services.
To that point, sometimes they have reported higher conversion ratios comparing Bing with other channels in luxury brands and high-value service providers. For this reason, when the environment is less competitive and specific, businesses in real estate, travel, and IT can secure a higher ratio of return on investment due to the customers’ tendency to buy more frequently in those areas.
Also, since there are fewer advertisers competing for the same keywords, your campaigns have better visibility and more effective reach. Bing Advertisement usually costs less per click compared to Google Ads, so many businesses find it cost-effective.
Is Microsoft Advertising Worth It?
Microsoft Advertising, which used to be Bing Ads, often gets outshone in the PPC and Search Engine Optimization (SEO) talk in terms of Google Ads. Bing is the world’s second-largest search engine that’s why Microsoft Advertising becomes an attractive hub to expand your business presence. Now let’s discuss some of the advantages that may be specific for Bing Advertising and some of its other potential benefits.
Unique Demographics
One of the main reasons why Microsoft Bing Advertising is unique is through its audience demographics. PPC advertising revolves around efficiently reaching the right people, and Bing’s audience offers unique opportunities:
Age and Income
Bing’s user base skews slightly older, with a significant proportion of users over 35. This demographic often consists of individuals with stable, higher disposable incomes, such as homeowners, making Bing an excellent platform for businesses targeting a mature, ready-to-spend audience.
Global Reach
Bing is surprisingly popular with international audiences. Businesses looking to expand globally can leverage Bing’s platform to reach a broader and diverse audience.
Getting Wider Audiences Beyond Bing
Advertising on the Microsoft Network doesn’t restrict you just to Bing users. Using Microsoft Audience Network, your advertisement can reach users across multiple platforms in the following:
Bing: A strong search network with a large user base of mature, high-income audiences over the age of 35.
MSN: Known for its handpicked news, lifestyle, and entertainment offerings, MSN gives your brand an opportunity to talk to users who are likely to look for quality information.
Yahoo: Good for older, less savvy users. Businesses that are targeting those audiences may find Yahoo to be a good fit.
AOL: It’s got a certain nostalgic value and niche appeal. AOL has a very loyal user base that often gets ignored by other platforms.
Non-exclusive partner sites: High-traffic sites like the Wall Street Journal and Amazon give access to diverse and valuable audience segments.
This wide network enables advertisers to reach niche audiences that are perhaps not as easily accessible on Google’s properties. Yahoo and AOL, for instance, draw older, less tech-savvy users, which could be a goldmine for particular brands.
Advanced Targeting Capabilities
Bing Advertising offers advanced targeting capabilities through its integration with LinkedIn, which it purchased in 2016. The integration allows advertisers to access the exact demographic data of the user, thereby enabling targeting on:
⦁ Job function and title
⦁ Industry
⦁ Company
⦁ Age
⦁ Gender
Advertisers can also customize bids for different professional profiles, adjusting between +900% and -90% to maximize campaign efficiency. This customization ensures that your budget is allocated effectively, allowing you to prioritize high-value audiences. For instance, a B2B firm might focus on senior managers in tech and increase bids for reaching that profile while decreasing for other groups that may seem less relevant to reduce ad spend. This is another way of improving ROI aside from increasing the likelihood of reaching decision-makers who are usually more likely to convert. This level of control ensures that your ads are being shown to the most relevant audience, increasing the chances of getting conversions.
How to Create Ads on Bing
Creating ads on Bing is not very hard, but to maximize their potential, it is crucial to focus on the unique features and tools of the platform:
Keyword Research
Begin with the identification of keywords relevant to your products or services. Bing lets the advertisers target keywords in terms of broad, phrase, and exact match options, offering great flexibility in how your ads will appear in search results.
Create Ad Copy
Bing Advertising supports various ad formats, such as responsive search ads, product ads, and dynamic search ads. Make sure your ad copy is compelling, clear, and relevant to your target audience. Use multimedia ads to create visually appealing content when appropriate.
Target the right audience
Use Microsoft’s integration with LinkedIn to target your audience based on job title, industry, age, and much more. You can now bid strategically, focusing on the most valuable customer segments.
Budget and Bidding
Set a daily or monthly budget and select a bidding strategy that best fits your campaign objectives. Because of Microsoft’s lower CPC as compared to Google Ads, you will have more room to try different keywords and bidding strategies without overpaying.
Launch and Monitor Campaigns
Once your ads go live, use Microsoft’s strong analytics tools to monitor metrics like CTR and conversions. Always optimize your campaigns based on the data insights
Microsoft Advertising Guide: How Does Bing PPC Work?
Google and Bing Advertising are rather similar in terms of functionality. Keyword targeting forms the core of Bing Advertising; you can select a group of related keywords that customers may use in order to search for your product or service. The platform has a choice of broad, phrase, and exact matches for Bing advertisers. This does not stop at text ads, Microsoft Advertising supports
⦁ App install ads for driving app downloads.
⦁ Dynamic search ads, that automatically adjust to fit the search query.
⦁ Multimedia ads for visually striking campaigns.
⦁ Product ads suited for e-commerce businesses displaying specific items.
⦁ Responsive search ads, combine multiple headlines and descriptions to find the best-performing combinations.
⦁ Smart search ads are all about efficiency.
⦁ Audience ads are tailored according to the demographics of a user.
Now that you have your copy, you can bid for your chosen keywords. Note that you will only pay for your ad if a searcher clicks it and not every time your ad is shown. We recommend looking for a comprehensive Bing advertising guide or seeking the help of a digital marketing expert to ensure that you are using the appropriate bidding strategy for your business.
Cost-Effectiveness of Microsoft Advertising
Microsoft Ads is cheaper than Google Ads
CPC is 33% cheaper than Google Ads: The average CPC across all industries on the Microsoft platform is $1.54.
Budget Efficiency
Lower CPC allows businesses to generate more clicks and potential conversions for the same budget.
Keyword Experiment
The reduced cost barrier enables advertisers to explore new keywords, including long-tail opportunities, without significant financial risk.
Higher ROI
While conversions can’t be guaranteed, the lower CPC provides a strong foundation for building a cost-effective strategy.
Potential Drawbacks of Microsoft Advertising
While Microsoft Advertising offers many advantages, there are some limitations to consider:
- Bing advertising is a little behind Google Ads regarding third-party tool integrations. Businesses using significant applications should ensure compatibility before moving over.
- Although Bing has gained significantly in the past, it remains dwarfed by Google for searches, which accounts for a high of over 89% market share. Businesses must therefore assess the advantages of lower CPCs and more sophisticated targeting for the smaller audience size on Bing.
- Advertisers familiar with Google Ads may need time to adapt to the nuances of Microsoft Advertising, including Bing user behavior and preferences.
Why Choose Microsoft Advertising?
Despite these challenges, Microsoft Advertising offers powerful tools and unique audiences that are highly advantageous for businesses. With advanced targeting, cost-effectiveness, and access to multiple platforms, it is a great fit for brands looking to diversify their digital marketing strategy.
Dominate with Microsoft Advertising
Successful advertising on Bing and other Microsoft platforms is a thing of expertise and flexibility. Call us today for a free consultation and start maximizing your advertising potential. Bing Advertising is a great resource for getting to a more comprehensive audience, better return on investment, and helping to realize your marketing objectives. It will enable you to design effective campaigns and produce desired results, given your awareness of the features offered by the platform, through following this Advertising Guide. This is an essential supplement for small businesses, medium companies, and huge corporations in marketing activities.
Let’s begin discovering Bing Advertising with TKnack now and see your business take off!
FAQ's
Bing Advertising suits best for small businesses with economical costs and targeting exact users.
Both platforms operate on a PPC model, but Bing typically offers a lower cost per click and less competition, which makes it a good supplement.
Yes, even Microsoft Advertising allows importing from Google Ads, which definitely saves a lot of hassle and time.
The minimum budget by Bing for advertising is 5 dollars per day for any business.
You need to create a relevant copy and keywords in the ad and make sure the landing page is relevant to the ad’s content.
