Gone are the days where Bing Ads took years to catch with new and innovative features Google Ads were launching. In recent months, Bing Ads is able to quickly implement comparable tools and features — indeed, they even have some unique features that Google Ads does not offer.
Unfortunately, Bing is still often seen as the secondary choice when launching a paid search campaign. Marketers underestimate the true value of this ad platform and its unique audience. I have had great success with Bing campaigns; in some instances, the results far surpass outcomes obtained via the highly competitive Google platform.
1. Lower Cost-Per-Click (CPC)
There is no denying that Google is the preferred search engine in the world. Your competitors are more likely to choose Google rather than Bing as default when spending their ads budget. This means fewer bids on your preferred keywords, which translates into lower competition and hence cheaper keywords compared to Google.
If you are just starting out with search engine marketing, Bing Ads is your go-to platform. Make sure to grab your Bing Ads coupon before start bidding on keywords!
2. The Bing Ads app
Having an app available on mobile devices makes managing a paid search campaign on the go a breeze. This is a great feature for account managers who are often working on the go but still need to access their accounts to ensure proper management of campaigns.
With a good app experience, advertisers are increasingly able to work in real-time using Bing Ads, adjusting and tweaking campaigns as users respond to the campaigns being launched on Bing.
3. Assign different time zones for different ad groups
Unlike in Google Ads, Bing allows you to assign different campaigns different time zones. This makes sophisticated ad scheduling strategies far easier to manage in Bing, particularly if your campaigns reach internationally.
In Google Ads, Google forces you to set your network, location, ad scheduling, language, and ad rotation settings at the campaign level and ad groups are restricted to their campaign-level settings. Bing Ads, however, gives options to open up at the ad group level, giving advertisers the opportunity to quickly adjust for a particular ad group without having to go through the hassle of creating a brand new campaign to make the change.
4. Bing Ads offers more control over search partner targeting
Google offers paid search advertisers two choices at the campaign level: target Google search, or target Google search and search partners. There’s no in between or alternative. You can’t just target search partners and exclude a particular search partner. You can’t even see which partner engines are driving traffic to your site.
Bing allows users the flexibility of targeting just Bing & Yahoo, just search partners, or both, at the ad group level:
Also, you can quickly run a report in Bing to see exactly which search partners are directing this traffic to your site. Navigate to the reports tab and run a “Website URL (publisher)” report to quickly see exactly where your traffic is coming from:
5. Bing Ads allows you to control search demographics.
Even though Google Ads gives us the power to regularly view and control our demographic targeting on the Google Display Network (GDN), they leave us in the dark when it comes to search. Currently, Google offers no kind of demographic-based targeting on the search network.
Probably the most innovative and underused offering from Bing Ads is the ability to control which gender and age demographics see your search ads. Demographic targeting can be controlled at either the campaign or ad group level within Bing Ads.
Users can adjust their bids based on gender and age range from -90% (effectively minimizing their reach of that audience) to +900%. This kind of demographic targeting is particularly powerful for advertisers who know that their product or service is usually purchased by a particular gender or age group.
Ready to get started with Bing Ads? Get your Bings Ads coupon today, using the offer links below: