Why You Can’t Afford To Overlook BING Within Your Digital Marketing Strategy?
Bing isn’t a search giant like Google, but it has a place in your digital advertising and marketing strategy. There are quite a few reasons why our Bing campaigns do not see as many conversions as our Google ads campaigns, but the pound value per conversion is higher on Bing.
As an agency, we continue to run Bing Ads and Google Ads, often side by side for our clients. Over several months and across industries, we found that Bing ads converted, but because fewer people are using Bing, the number of conversions is lower. However, those that do convert are often higher value leads. So, the question is, why?
Why Are People Readily Converting on Bing?
One reason, in our opinion, is that most people using Bing are doing so because it is the default search engine on Windows. Most people type a search query into the Cortana bar at the bottom or use voice search. Regardless, Windows will search Bing, and if your business happens to pop up on top, you get the lead!
Some industries convert better than others on Bing, which further confirms our hypothesis of why Bing brings in higher-value clients. For instance, financial businesses and IT support companies see higher value conversions. That’s because people are probably asking Cortana, “Which is the best VPN?” or “How do I invest in Crypto?” As soon as your advertising appears on top and promises to help them, the lead is yours!
That said, there are a few more reasons why Bing should be a significant part of Your digital marketing strategy.
A Large Number of Mature Users
Bing has a large, mature user base that’s often overlooked by other advertising networks. Because of this, you can expect a campaign to bring in more sales than your competition, as long as you know exactly what to expect. However, we are strong proponents of diversifying your advertising budget, which is why Bing advertising should not be the only expense on your ad budget.
Bing Is A Better Platform
Bing is a better platform for advertisers than Google AdWords; at least, that has been our experience. Because Bing lets you place ads on two SERPs, you can target different audiences in different ways, such as by devices. Moreover, you can target users who use specific apps, such as Android.
By laser targeting, audience groups advertisers can maximize the chances of conversions and the number of conversions. Furthermore, Bing offers excellent financial reporting, so it is easier to understand how your campaign performs and fine-tune it accordingly.
Free Heatmaps
The heatmaps provided by Bing allow you to see which pages are driving the most engagement. As a business, you can also see how far down the page people are scrolling. This data helps you fine-tune and improve your website for better engagement and higher conversions.
The heatmaps created can also be shared and compared. This allows you to measure the effects of the changes you made to the website in real-time.
Session Recording
This is probably the most powerful feature for business owners and web admins. It records how visitors use your website, and this allows you to see when they dropped off.
The high-definition video clips can then be shared with team members or externally. In our experience, this helps us identify what users find frustrating about a site and get it addressed before wasting additional advertising money. The best thing about this feature is that it is free to use, and you don’t even need to be a Bing advertiser so anyone can use it.
Tailor Advertising to Your Needs
For Bing ads, you can include extra information like content downloads, free trials, and pricing in the description. Since these ads are more prominent, they will catch the user’s attention more easily.
If you’ve already made an account with Google AdWords, you can easily import it to Bing, helping you get off to a quicker start.
Fewer Competitors
Moreover, Bing has fewer competitors than Google, which means your ad will appear 35% higher on Bing’s search results page compared to Google’s. Since Bing’s keyword auction technique is like that of Google, it means that you won’t have to outbid Google’s massive user base. Therefore, your cost-per-click will be lower than with Google on average. One of our clients spent 25% less on Bing ads than Google AdWords. While they got comparatively fewer leads, they were high-quality leads with a lower average cost per acquisition.
Lower Price Per Click
The price-per-click for Bing ads is lower than that of Google, but the actual cost depends on the keyword you use. Depending on your budget, you may need to experiment with both platforms before deciding which suits your needs and budget best. A Bing ad campaign is more economical than a Google ad campaign because there are fewer competitors. Additionally, Bing ads are displayed on other Microsoft websites, ensuring that your ads reach a larger audience.
Higher Click-Through Rates (CTR)
Bing ads are known for generating higher click-through rates than their Google counterparts. You can even import a campaign from your high-converting Google ads campaign. This makes it possible to draw a side-by-side comparison to see which one offers the most value to your business.
Final Word
As the second-largest search engine in the U.S and the UK., Bing is an excellent choice if you’d like to extend your marketing efforts. The search engine’s ad network is enormous, reaching a wide variety of high-value audiences from different websites. It is for the above reasons and more that we advise that businesses consider investing in a Bing ad campaign.
