What is Bing Ads?
Essentially, Bing Ads is Microsoft's version of Google AdWords. In the same way that Google AdWords allows you to run ads on the Google search network and Google's partner networks, Bing Ads allows you to run ads on both the Bing search network and it’s partner networks (Yahoo and AOL-yes, people still use these).
Like AdWords text and shopping ads, Bing Ads display at top, bottom or side of the search engine results page (SERP):
nterestingly, while AdWords did away with the sidebar ads on their SERPs last year, Bing still offers them for desktop searches. Other than that, however, the basic format is almost identical.
The basic mechanics of advertising on AdWords and Bing are virtually identical, too. You bid on specific keywords that you think Bing users will use and then, when a user conducts a search that matches your keywords ("dji drones" in the screenshot above), Bing compares the bids and ad quality of the competing businesses and decides which ads will show up in which order on the SERP.
In fact, Bing and AdWords are so similar that Bing has an option to directly sync all of your AdWords campaigns to Bing. You can import them once or do all of your work in AdWords and let Bing update your Bing Ads campaigns to match on a daily, weekly or monthly basis (note, there are a few minor differences between AdWords and Bing that you'll need to keep an eye on, click here for more information).
Bing Search Ads Have Attractive Audience Demographics
First, when a customer purchases a Windows PC, Microsoft edge is the default web browser installed on their machine. Because of this, Bing is the default search engine. PC users must take the extra steps required to use Google or Yahoo search engines.
Bing Search Ads Have Higher Click Through Rates (CTR)
Bing searchers have higher click-through rates (CTR.) This means that when a user conducts a search and an ad displays based on their search results, Bing users are more likely to click on the ads than searchers using other search engines. Though CTR is important for all web advertisers, it is especially critical to those who seek to drive traffic to their site while managing costs.
Bing Search Ads Have A Lower Cost Per Click (CPC)
Third, advertisers are charged for their ads by search engines on a "Cost-per-click" basis. This means that though an ad can show when a user makes a search query, (this is called an “impression”), the advertiser will not be charged for that impression unless the user clicks on their ad.
When compared to other search advertising options, on average, Bing has shown a trend of having lower CPC for similar keywords. Keeping your CPC down, can either allow for an advertiser to spend less on their advertising budget, or to stretch that budget even further. Both of these are obviously very good for an advertiser's business.
Bing Search Ads Have A Lower Cost Per Acquisition
The fourth reason that Bing may have an edge over search advertising networks when it comes to ROI is that Bing ads have been shown to have a lower cost per acquisition. This is based on lower advertiser competition for certain searches resulting in a lower cost per click than other search advertising options.
The 4 Advantages Bing Search Ads:
Before ignoring Bing Search ads, advertiser should consIder these aspects of Bing Search:
