Maximize Your Advertising ROI: Why Bing Ads Need Your Attention

In this day and age, businesses are always searching for ways to maximize their advertising return on investment (ROI). With so many different advertising platforms available, it can take time to determine which ones will provide the best results for your business.

While Google Ads is the most popular platform, Bing Ads should not be overlooked. This article will explain Bing Ads deserve your undivided attention and how they can actually help maximize your advertising ROI.

What Are Bing Ads? 

Bing Ads is a pay-per-click (PPC) advertising platform that gives businesses a chance to display their ads on the Bing search engine, as well as partner sites such as Yahoo and AOL. Bing Ads operates on a similar model to Google Ads, allowing businesses to bid on keywords and pay for clicks on their ads. Bing Ads also offers various targeting options, including demographics, location, and device targeting.

Why Bing Ads Are Worth It

1. Reach a Different Audience

While Google is the dominant search engine, Bing still has a significant user base. In fact, Bing powers around one-third of all desktop searches in the United States. By advertising on Bing Ads, you can reach a different audience that may not be reached through Google Ads alone. This can be particularly beneficial for businesses targeting older demographics or those in specific industries.

2. Lower Competition and Costs

Due to Bing's smaller market share, there is typically less competition for keywords on Bing Ads compared to Google Ads. This can result in lower advertising costs and higher ROI for businesses. Additionally, Bing often offers promotional credits to new advertisers, providing an opportunity to test the platform at a lower price.

3. Better Conversion Rates

While Google may have a larger user base, Bing users have been found to have higher conversion rates. A study by AdEspresso found that Bing Ads had a 33.5% lower cost per conversion compared to Google Ads. This is due to the fact that Bing users tend to be older and have a higher income, resulting in a more qualified audience for businesses.

4. Partnership with Microsoft

Bing Ads is owned by Microsoft, which means it has access to Microsoft's suite of products and services. This includes the Microsoft Advertising Intelligence tool, which provides keyword research and analysis, as well as integration with Microsoft Dynamics and LinkedIn. This can be particularly beneficial for B2B businesses looking to target specific industries or job titles.

Tips for Maximizing Your Bing Ads ROI

1. Conduct Thorough Keyword Research

As with any PPC advertising platform, keyword research is crucial for maximizing your ROI on Bing Ads. Use the Microsoft Advertising Intelligence tool to identify relevant keywords and their search volume. Additionally, use Bing's keyword planner to determine each keyword's estimated cost per click and competition.

2. Utilize Ad Extensions

Bing Ads offers a range of ad extensions, including call extensions, site link extensions, and location extensions. Ad extensions can help increase the visibility and relevance of your ads, resulting in higher click-through and conversion rates.

3. Test and Optimize

As with any advertising platform, testing and optimization are essential for maximizing your ROI on Bing Ads. Test different ad copy, landing pages, and targeting options to determine what works best for your business. Use Bing's tracking and reporting tools to monitor your campaigns and make data-driven decisions.

In Summary

Although Google Ads is a popular advertising platform for most businesses, Bing Ads shouldn't be ignored. Advertising on Bing can help companies and organizations to reach a diverse audience, reduce competition and expenses, and achieve better conversion rates. To make the most out of Bing Ads, conduct thorough keyword research, utilize ad extensions, and test and optimize your campaigns regularly.

At Sculpt Marketing & Consulting, we create and manage Bing Ads campaigns for our clients, helping them optimize their advertising strategies and achieve their goals. Call one of our digital marketing consultants in Atlanta at (770) 525-8522 to learn more about how we can help your business succeed with Bing Ads.