Bing Ads: Why use them in your marketing?

This year, Bing turned 9 years old, and despite not having reached the level of fame, popularity and usage that Google has, it is still here and has reportedly been a success. For many businesses, when thinking of search engine advertising, Google’s Adwords is the option that instantly comes to mind, however Bing has a lot to offer.

Bing Ads is similar to Google Adwords, in terms of user experience, so once you have learnt how to use Adwords, the skills can be transferred. Campaigns can also be imported from Adwords, so  it is possible to save time, but is it worth using Bing Ads?

Whilst the impressions are usually lower than with Google Adwords, the click through rates and conversion rates can often be higher. The cost per click is generally lower as there is less competition for keyword bids on Bing. Therefore, the cost per acquisition can be lower too.

However, many businesses, generally larger businesses consider Bing Ads to be a waste of time. Whilst the ROI can be good, the number of potential customers gained may not be worth the effort. The low volume also means that the learning is much slower, so it takes longer to optimise the campaign.

So the reason to use Bing Ads is that the cost per acquisition can be much lower, but this needs to be weighed up against the amount of time used to optimise, and the fact that there simply aren’t as many people using Bing. My advice: search online for Bing Ad coupon codes and you may be able to get a coupon to give you free credit. This way you can test out the platform and see if it works for you before deciding whether to invest more time and money.

About the Author

Patrick is a digital marketing consultant with around 10 years' experience, covering SEO, PPC, social media, email and user experience.

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