4 Reasons to Choose Bing for your PPC Ad Campaign
When someone says ‘search engine,’ most people think of Google. And while Google is the most popular search engine today, it’s not the only search engine people use.
So although most PPC campaigns are run on Google AdWords, marketers can gain distinct benefits by placing them on the search engine with the second-highest market share: Bing.
What is PPC?
PPC stands for pay-per-click, an advertising model that involves placing ads on search engines that users will see when they search certain keywords.
You can bid on the keywords you want to advertise for, and determine how much you’re willing to pay each time a user clicks one of your ads. Then, if when someone searches your target keyword, the search engine determines what the top ads will be based on who has the highest bids.
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The idea is that because your ad appears at the top of the results page, people will click on it and be brought to your company’s website, where they’ll be introduced to the product or service related to the keyword they searched.
Then, they can take action towards becoming a customer.
4 Reasons to choose Bing
Bing is the world’s second largest search engine, and is owned and operated by Microsoft but also partners with Yahoo! The Yahoo! Bing network gets about 29% of the U.S. search market (compared to Google’s 67%).
While most businesses start off with Google’s PPC platform, AdWords, ignoring Bing entirely is a bit like putting all of your eggs in one basket. While Google has a majority of search engine traffic, there’s still a portion of the population you’re missing if you don’t use Bing as well.
There are also some differences between Bing and Google that might even make it a better choice for some companies. Here are a few of them.
1. Lower cost
Because Bing Ads doesn’t have as many advertisers as Google AdWords, there’s less competition, which means lower costs.
One marketing company found that their clients’ cost per click (CPC) was 33.5% lower on average on Bing than on Google. So if budget is a major concern for you, PPC for Bing may be your ideal choice.
2. Higher clickthrough rates
Less competition also means a better chance of higher ad placement, and as a result, higher clickthrough rates. It’s much easier to get a top ranking on Bing than on Google, so if that’s your goal, consider using Bing.
3. Different demographic
If your target audience includes an older demographic, Bing might be the right choice for your PPC campaigns.
Because Microsoft owns both Bing and Internet Explorer, Bing is the browser’s default search engine. Bing and Internet Explorer users tend to fall into a slightly older demographic than the average Internet user, specifically women over the age of 45.
4. Social extensions
Bing has recently started adding and testing social extensions for its PPC ads, allowing advertisers to promote their social media accounts in search results.
Bing outperforms Google in social media promotion due to Google’s favoring of its own social network, Google+. It focuses on its network to the exclusion of other more popular social sites.
Bing, on the other hand, offers more flexibility in the social extension category.
Tips for PPC with Bing
If you’ve decided that you want to try running PPC campaigns on Bing, these tips can help you get the most out of your ads.
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Focus on keywords
Keywords are at the heart of any search engine advertising campaign. You need to identify the words and phrases your target audience uses, then create ads that are relevant to the content they’re looking for.
Brainstorm and test various keywords related to your company, and try to use keywords that people interested in your products and services might search. Describe what your company does in your key phrases and include the city or region you operate in.
Craft attention-grabbing ad copy
The headline of your ad is the largest part and the one people will probably see first. Try to create headlines that grab people’s attention, describe what they can expect if they visit your site, and make them want to click.
In the text of your ad, use words that encourage readers to click on your link. Include a call to action like, “Click here,” “Learn more” or, “Get your free ebook today.”
Your call to action depends on what you want users to do, but each one should be succinct and compelling.
The keywords you bid on play a role in getting your ad to the right people. Bing also offers other options to allow you target even more precisely.
Bing Ads allows you to target according to demographics such as age and gender, as well as by device so that your ad only shows up for people on smartphones or tablets, for example. Take advantage of these capabilities, and you can generate even better results with your PPC campaign.
Test and make changes
After you launch your PPC campaign, use analytics to monitor its performance. Take a look at metrics like click-through rate and bounce rate, and determine which keywords and ad copy generate the best results.
Then, based on your findings, adjust your ads. A good PPC campaign should be continually testing, evolving, and improving.
PPC campaign management from WebFX
If you want to reach more of the world’s search engine traffic with your advertising and bring more potential customers to your website, it may be time to consider PPC for Bing. And if you’re looking for the help of a professional to launch and manage your campaigns, WebFX can help.
We have an experienced team of PPC campaign managers, and we’d love to work with your business to get the results you want.
Contact us today to speak with a strategist and learn more about your options for running online ad campaigns!
Call 888.449.3239 or contact us online today to see how WebFX can improve your online performance.