When most people think about online advertising, Google Ads is often the first thing that comes to mind. But the advantages of Bing Ads, now known as Microsoft Advertising, is a hidden gem that many marketers overlook. While it may not have the sheer volume of users that Google commands, Bing still has a sizable and engaged audience that can be incredibly valuable for businesses looking to expand their digital marketing reach. In fact, nearly one-third of internet users in the U.S. use Bing, which means it’s a platform you definitely don’t want to ignore. Understanding the Bing Ads benefits can help you make the most of this opportunity.
So, why should you consider Bing Ads? Let’s dive into what makes this platform an underutilized but powerful tool for marketers.
Reaching a Unique Audience
One of the main Bing Ads benefits is the unique audience it allows you to tap into. Bing tends to attract a different demographic compared to Google. A large portion of Bing users are slightly older, with higher disposable incomes. Many of them are using Bing by default on their Windows devices, especially older generations who may be less inclined to switch search engines. This demographic is often more willing to spend, which makes Bing Ads especially appealing for certain industries, like real estate, finance, and luxury goods.
By targeting this specific segment, you can reach potential customers who may not be as active on other platforms. And because Bing has less competition than Google, your ads may have a better chance of standing out, driving more traffic to your business.
Cost-Effective Advertising
Another significant benefit of Bing Ads is that it can be more cost-effective compared to other advertising platforms. Since there are fewer businesses competing for ad space on Bing, the cost-per-click (CPC) is often lower. This means that you can get more clicks for your budget, giving you a better return on investment (ROI).
If you’ve been running campaigns on Google and feel like your budget is being stretched too thin, running similar campaigns on Bing can help reduce your overall ad spend while still reaching a high-quality audience. You might even find that your ads perform better on Bing due to less competition for similar keywords.
Seamless Integration with Google Ads
If you’re already familiar with Google Ads, the good news is that Bing Ads offers a similar user experience, making it easy to transition between the two platforms. In fact, Bing has a built-in feature that allows you to import your existing Google Ads campaigns directly into the Bing Ads platform. This saves time and effort, as you don’t have to create entirely new campaigns from scratch.
However, while the process is relatively seamless, it’s important to make adjustments based on Bing’s unique audience and targeting options. What works on Google may not always work on Bing, so it’s a good idea to tweak your keywords, bids, and targeting criteria to better suit Bing’s audience.
More Control and Flexibility
Bing Ads provides marketers with more control and flexibility when it comes to campaign settings and targeting. For example, Bing allows you to set different ad bids based on device type—something that’s not as flexible on Google Ads. You can adjust your bids to target users on desktops, tablets, or mobile devices, depending on where you see the most conversions. This extra level of control allows you to fine-tune your campaigns for better performance.
In addition, Bing offers more granular options for geographic targeting. You can target ads down to the city level or even zip code, which is especially useful for local businesses that want to reach a specific audience. This kind of precision helps ensure that your ads are seen by the people most likely to become customers.
Leveraging Audience Targeting and Remarketing
Like Google, Bing also offers robust audience targeting options. You can target users based on their browsing behavior, demographics, and even device usage. But one feature that sets Bing Ads apart is its powerful LinkedIn profile targeting. Since Microsoft owns LinkedIn, you can target users based on their LinkedIn profiles, such as job function, company, or industry. This is particularly valuable for B2B marketers looking to reach decision-makers and professionals.
Bing also offers remarketing options, allowing you to target users who have previously visited your website. Remarketing can help keep your brand top of mind and encourage users to return and make a purchase, making it a critical component of any digital marketing strategy.
By taking advantage of Bing Ads’ unique features, you can expand your digital marketing efforts and reach a broader audience, all while maintaining control over your budget and targeting options.