When you search for something on the internet, you ‘just google it’. But would you also ‘bing it’? Probably you do – more often than you think.
Google is usually the first [platform people want to start with paid ad campaigns. And while Google Ads management is at the core of our business here at JK Digital, the world's second largest search engine Bing is more than just an optional add-on.
Microsoft Advertising – often called Bing Ads – has come a long way over the last decade and is a fantastic addition to your digital marketing strategy. Here is why.
You're missing out on everyone who is not on Google
You’re right in thinking that Google dominates the market but doesn’t mean we should ignore its main competitor entirely. The Microsoft Search Network has a 18.8% PC market share in Australia and 221 million monthly searches on Bing on PCs (source). That number is just a bit too large to ignore.
In the same way as some people prefer Facebook while others only hang out on Instagram, everyone has their preferred search engine. If you focus on Google Ads only, you miss out on everyone who is not using Google.
You can import Google Ad campaigns into Microsoft Ads
If you already run Google Ad campaigns, you can easily import your existing setup into Microsoft Advertising. The import tool saves a lot of time since you don’t have to do the entire campaign build again. Whenever you make changes in your Google campaigns and add new campaigns, keywords or ads you can also import these changes into Microsoft Ads.
Keep in mind though that what works on what platform doesn’t necessarily work on the other one as well. We recommend staying open minded and treat them as different channels with different audience behaviours that each require their own testing and optimisation strategy.
Less competition & lower cost
Since most advertisers still focus on Google, there is less competition on Bing. Less competition means lower cost and usually, CPCs (cost-per-click) and CPA (cost-per-acquisition) are lower. This means you can get more clicks for your budget or even slightly lower your ad spend compared to Google and still get good results.
Different audience demographics
Bing users are on average older, better educated and wealthier than Google users. 52% of Bing users in Australia graduated from college and 40% have a household income in the top 25%. Depending on the product or service you offer, you might find a significant share of your target audience on Bing. (source)
Microsoft Ads run not only on Bing
Other popular search engines partner with Bing und use their technology, for example Yahoo, AOL, MSN, Ecosia or DuckDuckGo. And of course, Bing is integrated with all Microsoft products like Microsoft Office, Outlook, Edge, Skype and more – so you might use Bing much more often than you think.
Microsoft Advertising has come a long way and it is much bigger than you think. Find out more about our approach to Bing Ads management and get in touch if you want to get started.
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