Skip to content

Why Every Small Business Needs to Be Using Bing Advertising

The demand for advertising on the internet has risen exponentially over the last few years. All sizes of businesses have continuously increased their marketing budgets each year to online sources.

Search engine advertisements obviously play an integral role in this. Although Google does not release the amount that businesses spend on ads for search but we can assume that it’s massive. While Google is the largest source of paid ads and searches revenues, Bing is not a platform to ignore. With close to 3% of market share, and increasing (Bing has also acquired Yahoo as well as AOL search, which gives it an additional 2percent percent of market), Bing gets approximately 13.7 billion monthly searches.

Let’s look at the advantages from Bing Ads, how it compares with Google and how your business can make use of Bing advertising.

Bing Ads vs. Google Ads

Although they are completely different platforms, the concept and the execution of paid advertisements for each are very similar.

Both provide customized solutions to businesses to reach out to specific customers and increase traffic, and also increase overall sales.

Google Ads

Google provides two distinct networks for advertising in business:

Search Network Search Network: Companies design advertisements that are displayed in the middle and the bottom of the search results webpage (SERP). The majority of the time, there are four or five ads higher than organic results in any popular search on Google.

Display Network: Display ads are more interactive and be seen on a variety of websites across the web. Display ads monitor users so that they can be seen by a targeted audience even in the absence of the search on Google.

Bing Ads

As a subsidiary of Microsoft, Bing offers three distinct Google-owned search engine options: Bing, Yahoo, and AOL. The advertising platform has similar features that Google’s.

Recently, they added display ads , in addition to text-based ads that are simple, and Bing currently offers a variety of kinds of ads:

Text that is expanded
Dynamic Search
Product Advertisements
Audience ads
Smart Search
App Installs

More details on these in a moment.
Bing by the numbers

Although three percent of the market could appear to be a small lot, you may overlook the number of people make use of the web or search engine on a regular basis. A mere 3% of a amount is still a amount.

In the last quarter of in 2020 Bing is displaying some impressive statistics regarding U.S. traffic:

7.4 billion dollars per month Bing searches
129 million unique PC users
36.9 percent of the PC market share
Older users are more likely to use Bing 71 percent of users are older than 35.
Users with more money prefer Bing 55percent of its users earn more than $75,000 per year.

If you are a small-scale business that is marketing for an older and wealthier group of customers, Bing is an ideal advertisement space that you can use to advertise.

The 7 major benefits when it comes to advertise on Bing

Apart from the statistics mentioned in the above table, Bing also offers businesses several other advantages over competitors including Google.

1. It’s Growing

Even though Google’s market share is declining, Bing is growing at an astonishing rate.

2. There’s less competition

There are a lot smaller number of businesses advertising on Bing than Google and the competition is lower.

3. It’s cheaper

Due to the lesser competitors, Bing is more affordable to sell because of the lower competition. It’s also cheaper to market Bing. While it’s hard to pinpoint exactly how much less expensive Bing can be, but it is apparent that it’s significantly more so with more questions. Users report an average drop in the cost per click by approximately 35 percent. Additionally, it’s much easy to climb up the top positions in the rankings.

4. You’re in More Control

Ad scheduling is much simpler and more flexible by allowing different campaigns to run in various languages or time zones at an ad group. It saves you hours and hassles when restructuring advertising campaigns.

5. It Provides More Transparency

Through paid search partner advertising (advertising via Bing on affiliates from third parties), Bing allows businesses to determine which search partners are bringing visitors to your website. Furthermore, their reports allow you to determine if your site is being used for a purpose or unsuitable search partners. Anything you’d like to get rid of, you can do so.

6. You Can Do Exact Keyword Match

Google has changed their exact match for keywords to include minor variations and misspellings. The majority of users reported that this had a negative effect in the performance of their website. Bing offers the exclusive option of exact keyword matches.

7. There are More Demographic Options

Bing lets search ads be more precisely restricted by specific demographics. It is also possible to decrease or increase the amount of bidding depending on gender, age or the location.

7 Different Types of Bing Ads

One of the major advantages that comes with Bing Ads is that it gives a more personalized option for its users who are advertising. Here are the different kinds of ads that they have and the way they work.

1. Expanded Text Ads

This advertisement is comprised of four elements comprising text, title display URL, title and the final URL. The title can have as long as 30 characters and the text can be up at 90 characters. They can be viewed on tablets, mobile, and desktops.

2. Dynamic Search Ads

From 2020, the limit is only specific regions (including those in the U.S.), dynamic searches appear similar to extended text ads but are created automatically to be targeted to users based on contents of your website’s. They help cut down time spent creating ads and can assist users to identify opportunities that are not being taken advantage of.

3. Product Advertisements

Alongside text ads that appear at high on SERPs, the product advertisements appear in the form of images that appear on the right of SERPs. The product ads are accessible in a few areas and are available only in English only.

4. Audience ads

This feature is a new way for businesses to benefit from high-quality traffic generated by non-search ads. These advertisements are integrated into articles or other online content, and can provide visually pleasing images. The most common place for them is within Microsoft’s internet browser called Edge. When users open the tab in a new window, they’ll find a number of posts, which may include some sponsored Audience ads.

5. Smart Search Ads

Another recent addition, Smart Search is formatted to allow for touch navigation. It also provides an extensive overview of the landing page.

6. App Install Ads

They are like text ads, but they include a link which directs users to your company’s app. If users already have the app , the link will automatically launch the app to continue using it. If they don’thave it, the link will redirect them to the store for apps. The ads will also detect the user’s operating system to direct them to the correct app store.

7. Responsive Search Ads

One of the challenges of creating a successful advertising campaign is trial and error process and the A/B test. It’s hard to settle one ad that is the best. The responsive ads help you by alternating between different headlines and descriptions while the advertisement plays. After a time, you’ll be in a position to view the results and figure out which one performed the best. Keep the top performers running and stop those that aren’t performing well.