Are Bing Ads Worth Your Effort? (And Five Tips for Creating Great Ads)
Google AdWords isn’t the only advertising option. Find out why Bing Advertising should be on your radar, too.
Talk to any marketer, or do an online search, and you’ll see Google AdWords mentioned time and again for advertising. But not too many people mention Bing Ads.
While it’s true that Google has marketplace dominance, you shouldn’t discount Bing Advertising entirely.
With Bing, you have the power to reach 162 million unique searches with a single ad buy. That accounts for 30% of total search engine share or approximately 6 billion searches per month.
Bing also gives you more cost-savings on ad spend with lower bids and less competition for keywords. Not only do you save money, but Bing ad respondents spend an average of 21.5% more than the average user.
Are you ready to give Bing Ads a try?
Before you do, check out these tips for creating great ads on Bing.
Tip #1 – Use Bing Ads to Check Out Your Competition
Have you ever wanted to know what your competition gets up to online? You can use a feature on Bing Ads to do just that using detailed metrics to see how other sites are doing in your niche.
The detailed metrics show figures like:
- Impression share percentages
- Average position
- Overlap rate percentages
- Position above rate percentages
- Top of page rate percentages
Using these details, you can see how you stack up in comparison to the competition. You can also find out about your strengths and weaknesses, allowing you to fine-tune your campaigns accordingly.
Fine-tuning campaigns to get in front of the right audiences for conversions can be a challenging aspect of your business. If you find that you don’t have the time or patience to run advertising campaigns yourself, it’s okay to ask for a little help.
Clare Le Roy of TLDC has a one-person business and did the advertising herself with limited success. That is… until she enlisted help from Growth Marketing Systems.
Now she gets 12 times return on ad spend and her monthly revenue grew from $20,000 to over $150,000 per month.
Detailed metrics can tell you what your competition is doing so you can stay one step ahead. But some companies simply don’t have time to do the analysis themselves. If that sounds like you, you can always hire a company like GMS to help with your advertising needs.
Tip #2 – Still Use Google Tracking (As Bing’s Tracking Function Isn’t Always Reliable)
Bing Advertising tracking isn’t the best in the industry. But that shouldn’t be a deal-breaker for you. You can still reap the benefits of using Bing Ads without sacrificing tracking capabilities.
Simply append a Google Analytics UTM tracking string when you set up a Bing Ads account. Connect ads, site links, and even keywords to find out what you need to optimise your campaigns. Find out conversion rates, revenue, and site visits using Google Tracking at any time, even if the Bing Ads interface is down.
Unfortunately, the Bing interface goes down more regularly than we’d like. But your data is available anytime you need it if you link your account to Google’s amazing tracking tool.
Tip #3 – Remember That You Can Import Your Google Ad Campaigns
It’s no secret that Google dominates the online advertising space. Rather than competing with this industry giant, Bing works with it to enhance your advertising experience.
That means that you don’t need to create separate ad campaigns for Google and Bing. Simply import your ad campaigns from Google directly to the Bing platform to run them simultaneously.
Keep in mind, though, that there are some differences between how Bing runs search ads and the way Google handles them. Some differences include:
- Ad scheduling directives
- Targeting demographics
- Character ad limits
- Negative keywords
It’s generally a good idea to start the campaign on Google and import. Then, you can tweak the campaign to suit Bing’s requirements.
Of course, if you just want to get something going quickly, Bing is a great option because you don’t have to learn nuances to get started.
Tip #4 – Create Automated Rules for Each Campaign
Why babysit an ad when you can automate it?
Bing has a great automation feature that you should definitely set for each campaign. You can set up to 13 rule combinations, depending on the rule chosen and the subcategory you apply it to.
Choose from automated rules like:
- Change budget
- Change bids
- Raise bids to top of page bid
- Raise bids to first-page bid
Once you choose your automated rule, you can select from four different categories to apply them to:
- Ad groups
Additionally, Bing Ads lets you change the parameters for each rule. You may need to play with this feature for a while to really understand what it can do. It’s time well-spent, though. Once you understand how to work this feature, you can gain a huge advantage wherein your ads practically run themselves.
Tip #5 – Remarket to Users Who Showed Interest
Clicking on your Bing Ad doesn’t always equal instant conversions. Sometimes people show interest but aren’t quite ready to make a purchase.
That means that you’re still missing a sale. Or are you?
You can use Bing’s Custom events feature to remarket to people who interacted with your site in the past. This can help limit the number of people who slip through your grasp and increase the likelihood of conversions.
Add Bing Ads to Your Advertising Arsenal
Tap into the power of Bing and reach 162 million unique users with the help of Microsoft and Yahoo sites. Not only can you reach more people, but you may save money in the process.
That’s not bad for access to shoppers that are likely to spend more than the average web searcher.
When you use Bing for advertising, you also have access to many unique features like detailed metrics and automated rules. You can also import your existing Google AdWords campaigns directly to Bing’s interface.
With so many perks available, it seems silly to not add it to your advertising arsenal.
If you need more advertising pointers or simply need an experienced team to take care of your advertising needs, Growth Marketing Systems can help.
Contact us today to schedule a free consultation and find out more information.