Are Bing ads right for the products you sell?

When creating your advertising and marketing campaigns, you might have totally overlooked Bing as an option. After all, most people think that it’s all about Google and tend to forget that Bing is a viable place to advertise and promote their businesses. In fact, it’s possible that Bing is an even better place to advertise! Bing marketing is actually even superior to Google in some instances.

Google doesn’t have a monopoly on search engines, and there are plenty of other players out there that people use all the time. By running campaigns on these other platforms, you’re diversifying your marketing efforts and reaching a bigger audience. Bing is a smart choice for some companies, especially smaller businesses seeking to differentiate themselves and stand out in the market. Is Bing right for you and the products you sell? Let’s find out!

What Type Of Product Are You Selling?

Bing is comparable to Google in many ways. It’s even superior in some regards, but it falls short in one critical area. It doesn’t offer the variety or quality of images that Google does. If your product is highly visual, Bing ads might not be able to showcase it in the best possible light. This is a serious upside for Google.

For example, if you’re a high-end oriental rug store and sales are reliant on how slick the product looks in your ads, you might be better off running a Google AdWords campaign, as opposed to Bing. On the other hand, if you’re a lawyer whose business is not reliant on how nice your picture looks, Bing might be appropriate for you!

The quality of the visuals you need is something that you’ll definitely want to take into account when comparing the two platforms. If it’s very important to you, Bing might not be the place you should be advertising.

What’s Your Budget?

It stands to reason that Bing ads would be less expensive than Google ads. Google might be the most popular search engine, but it’s also the most saturated one! You will have a lot of trouble cutting through the noise unless you have a huge marketing budget and a really unique offering. Local businesses will be competing with national players for top spots, and you’ll pay more per click for traffic. This is where many companies get into trouble, especially if they’re just starting They can’t compete with the big players in this field. They just don’t have the resources. Creative marketing is what you need to tap into when you’re a small business and the odds are stacked against you. This is where Bing becomes a very viable option.

Bing does not have the name recognition or clout of Google. Because of this, the playing field on that platform is substantially more level, giving you a real shot at attracting customers. It’s worth noting that some people shy away from Google for privacy reasons and flock to platforms like Bing because they perceive them to be more secure. Since privacy on the internet is a constant and growing concern, Bing could easily emerge as a major player in the next few years. By starting to advertise and cultivate your organic SEO with them now, you’re setting yourself ahead of the curve.

What Are Your Keywords?

This particular section is related more to Bing organic search terms, but it should give some good insight into the way the two platforms differ when it comes to searches and algorithms. Ideally, your marketing campaign should be focused on paid ads and organic SEO (search engine optimization).

In regards to organic searches, Google has cracked down on Black and Grey Hat SEO practices by changing the way it combs websites to rank them. Google is notorious for changing its algorithm and often imposes strict regulations on what, if any, variations on your keywords it will give you credit for. Bing is a lot more flexible in this area, so if you’re using a keyword phrase, as opposed to a singular word, it could be advantageous to take advantage of Bing’s flexibility.

How knowledgable Are You About The Way Scheduling Works?

This relates specifically to dayparts. Although Google Adwords has gotten a lot better and more intuitive since its inception, you still need to select your daypart when setting up your ad campaign. The daypart will be related to your time zone, not the time zone that your desired customers are in!

So if you’re a company operating out of Bangkok, Thailand, and your desired market is in New York City, you’ll have to remember to do the math every time or your ads will be running at 12 am rather than 12 noon. That’s a huge difference and it will seriously impact you if you’re not careful. Depending on the product you’re promoting, timeliness could be a serious consideration. Say you’re a pizzeria. Do you really want your ads running during breakfast-time, or is it more effective to run them when people might want to buy pizza?

Bing marketing is great this way. They interpret your selected daypart as that of the end user. So, for example, if you’re in Bangkok and select noon to 3 pm as your desired daypart your customers in New York City will see those ads during the day. It saves you the hassle of having to do the math and also is very good for SEO novices who might not think about things like time differences when scheduling their ads!

How Will You Be Tracking Your Customers?

There is a minor difference in the way that Google and Bing both interpret data. It’s not extremely significant, but depending on how your customers find you, it could make you prefer one platform over the other.

Google allows you to set a “final URL” that everyone who clicks on your ad will be directed to. This means, regardless of the device they’re on, everyone will go to the same spot. Many campaigns target mobile or laptop users specifically, and both platforms have metrics for tracking traffic from those individual devices. If that is the kind of campaign you are running, either Bing or Google will do the trick.

Of course, you can just add your numbers together, so most people won’t consider this a big deal. It’s a small differentiation that really isn’t enough to opt for one platform over the other.

Is Bing the right platform for you to advertise your business? It depends largely on what you’re selling, your advertising budget and how knowledgeable you are in regards to search engine optimization. Companies that have the financial bandwidth will want to diversify their advertising by appearing on both platforms, but if you must pick one or the other, it’s a good idea to consider your product and ultimate objective.

In addition to your paid campaigns, keep updating your content and evaluating your search terms to make sure you’re maximizing your organic SEO. Organic SEO isn’t going to net you the immediate results of a paid campaign, but over time it will add up and you’ll see a natural rise in both Bing and Google search engine results.

If you are looking for a marketing agency that is an accredited Bing ads professional then look no farther. We have a staff of highly trained PPC experts who are ready to take your business to the next level. Contact us today to find out how we can help your company reach a much larger audience that searches outside of Google.