Although Bing is lesser known than the search engine giant Google, Bing is still a major influence in the online ads space. In fact, Bing can give business owners opportunities that Google can not. In today’s blog post we are going to discuss the major positive aspects of using Bing Ads to draw attention to your e-commerce business.
What is Bing and why is it worthy?
Bing is a popular search engine owned by Microsoft and has been slowly been catching up with Google in terms of search. Although Google still controls 65 percent of search, Bing is in second place, controlling 33 percent of search, this amounts to about 5 billion searches.
What are Bing Ads?
Bing Ads help an advertiser showcase their products and services accompanied by high-quality images and text to get their business exposure. These ads show up on Bing’s search network.
Benefits of Advertising through Bing
- Lower cost per click
- Increased traffic to your website
- Increased leads
- Bing has three search engines, Bing, Yahoo, and AOL, increase in exposure
- According to instapage, Bing now has 34% of the desktop search engine market share worldwide
- There are 5.4 billion monthly searches conducted on the Bing Network 136 million unique searchers use the Bing Network.”
Different types of Bing Ads
- Expanded Text Ads- create compelling call to actions
- Dynamic Search Ads- automatically target relevant search queries based on your website content.
- Product Ads- showcase your products in a compelling fashion with engaging images and text to positively impact your audience.
- Microsoft Audience Ads- this type of ad will cater to the audience
- Bing Ads in Bing Smart Search – use the same ad copy and ad extensions created in the Bing network.
Who are you targeting?
You may be thinking why do I need Bing ads if my Google Ads are targeting the same people? This is a common misconception because Bing and Google audiences are very different. According to adtaxi, “ in 2016 research from GML Consulting, Bing users tend to be older, wealthier, and well educated. For marketers looking for an affluent audience, likely connected to the Microsoft online universe already, Bing can be an effective tool.” If you have a product that caters to an affluent audience Bing ads are most likely the route for you.
When pursuing Bing ads you will find that there is significantly less competition than Google. Bing Ads operate similarly to Google Ads, however as you might have guessed there are fewer people using Bing Ads. This lack of competition is a major benefit for you to gain the exposure you are less likely to receive on oversaturated Google. According to OnlineSales.ai “clients who were advertising on both Google and Bing, saw nearly 36% lower CAC on Bing Product Ads.” Bing advertisements can also help contribute to a higher ROI for your online store, on Google this is much harder to accomplish due to the oversaturation of the marketplace.
Google and Bing can both help your business
It is not one or the other when it comes to advertising for your business. The best thing you can do for your business is to use both search engines for more exposure. Now you have an understanding of how each avenue will benefit your e-commerce business in different ways.
If you are worried about choosing one search engine over another, Bing is the route to go for first time advertising. Not only will it cost less, but there will also be less competition and Bing’s search results create easy purchase links where customers are more likely to buy.