The demand for advertising on the internet has increased exponentially in the last few years. All sizes of businesses have continuously increased their marketing budgets each year to online sources.
Search engine advertising are, naturally, an integral role in this area. Although Google doesn’t disclose the amount that businesses spend on ads for search but we can assume that it’s huge. While Google is the largest source of paid ads and searches revenues, Bing is not a platform to be overlooked. With close to 3% of market share, and increasing (Bing has also acquired Yahoo along with AOL search, giving it 2.2% percent of market), Bing gets approximately 13.7 billion monthly searches.
Let’s explore the advantages that come when you advertise on Bing, how it compares with Google and the ways your company can benefit from Bing advertising.
Bing Ads vs. Google Ads
Though they are totally separate platforms the idea and implementation of paid advertisements for each are very similar.
They also offer customized solutions for businesses to reach out to specific customers to increase visitors, and boost total sales.
Google Ads
Google provides two distinct networks to advertise for businesses:
Search Network Companies create advertisements that are displayed on the upper and the bottom of the search results webpage (SERP). It is now commonplace to see 4 or 5 ads in the top of organic results in any keyword on Google.
Display Network: Display ads are more interactive and be seen on a variety of websites across the web. Display ads are able to track users and be seen by a targeted audience even when they’re not performing the search on Google.
Bing Ads
As a subsidiary of Microsoft, Bing offers three distinct Google-owned search engine options: Bing, Yahoo, and AOL. The advertising platform is similar that Google’s.
Recently, they added displays ads to the traditional text-based ads and Bing has a variety of advertising types:
Text that is expanded
Dynamic Search
Product Advertisements
Audience ads
Smart Search
App Installs
Receptive
More details on these in a moment.
Bing by the numbers
Although three percent of the market might appear to be a small lot, you may not realize how many people make use of the web as well as search engines on an regular basis. A mere 3% of a amount is still a amount.
At the end of the year 2020 Bing offers some impressive statistics regarding U.S. traffic:
7.4 billion per month Bing searches
129 million unique PC users
36.9 percent of the market for PC share
Older users like Bing 71 percent of users are older than 35.
Users with more money prefer Bing 50% of Bing users earn more than $75,000 a year.
If you are a small-scale business that is marketing for an older and richer group of customers, Bing is a crucial advertising space to advertise.
The 7 benefits of Bing ads
In addition to the figures mentioned in the above table, Bing also offers businesses some additional advantages over its rivals including Google.
1. It’s Growing
Even though Google’s market share is decreasing, Bing is growing at an astounding rate.
2. There is less competition
There are a lot smaller number of businesses advertising on Bing than Google and the competition is lower.
3. It’s less expensive
Due to the less competitors, Bing is more affordable to advertise through Bing. While it’s hard to pinpoint the exact cost Bing has, however, it appears that it’s significantly more so for larger questions. Users report an average drop in the cost per click by around 35 percent. It’s also more easy to rank in the first place on results.
4. You’re More in Control
Ad scheduling is much simpler and more flexible by allowing different campaigns to be run in different languages or time zones at an ad group. It saves you hours and hassles when restructuring your advertising campaigns.
5. It Provides More Transparency
Through paid search partner advertising (advertising through Bing on affiliates from third parties), Bing allows businesses to determine which search partners are bringing visitors to your website. Furthermore, their reports allow you to spot unproductive or unsuitable search partners. Anything you’d like to get rid of, you can do so.
6. You Can Do Exact Keyword Match
Google has changed their exact keywords to include slight variations as well as misspellings. The majority of users reported that this had a negative effect in the performance of their website. Bing offers the exclusive option of exact keyword matches.
7. There are more demographic options
Bing lets search ads be more precisely restricted by specific demographics. It is also possible to decrease or increase bidding based on gender, age or even location.
7 Different Types of Bing Ads
One of the major advantages that comes with Bing Ads is that it gives a more personalized option for its users who are advertising. Here are the different kinds of advertisements they provide and the way they work.
1. Expanded Text Ads
The ad consists of four elements comprising text, title display URL, text and the final URL. The title may be as long as 30 characters and the text can be up of 90 characters. The titles can be previewed for tablets, mobile, and desktops.
2. Dynamic Search Ads
From 2020, the limit is only specific nations (including those in the U.S.), dynamic search results look like expanded text ads, however they are designed to automatically be targeted to users based on web pages of your company’s. They help cut down time spent making ads and also aid users in identifying opportunities that are not being taken advantage of.
3. Product Advertisements
In addition to the text advertisements at on top SERPs, the product advertisements appear in the form of images that appear on the right of SERPs. These ads are only available in certain areas and are available only in English only.
4. Audience ads
This feature is a new way for businesses to benefit from high-quality traffic generated by non-search ads. These advertisements are integrated into articles as well as other content on the internet and can provide visually pleasing images. The most common place for them is Microsoft’s web internet browser called Edge. If a user opens an Edge tab, they’ll likely find a number of posts, which may include some sponsored Audience advertisements.
5. Smart Search Ads
Another recent addition, Smart Search is formatted to support touch navigation. Smart Search also offers an entire overview of the landing page.
6. App Install Ads
They are like text ads, however they have a hyperlink which directs users to your app for business. If users already have the app , the link will open the app automatically for them to use it again. If not, the link will direct them to the store for apps. They also detect the user’s operating system and can then direct them to the correct app store.
7. Responsive Search Ads
The most difficult part of creating a successful advertising campaign is trial and error, and A/B testing. It’s hard to settle one ad that is the best. The responsive ads help you by alternating between different headlines and descriptions while the ads play. After a time, you’ll be in a position to view the results and decide which one performed the best. Keep the top performers running and stop the ones that aren’t performing well.
