If you think there’s no difference between searchers on Bing versus Google, think again. In the U.S., searchers on the Bing Network spend 24% more than the average Internet searcher.¹ Worldwide, searchers on the Bing Network spend 145% more online than the average Internet searcher and 44% more than Google searchers.² You may be ignoring valuable potential customers with more buying power if you’re not advertising on the Bing Network.

Both Bing and Google have a large number of searchers and potential customers who can only be found on their search engine exclusively.

According to internal Microsoft data, 32% of searches on the Bing Network in the U.S. are unique.³ Unique is short for unique query. A unique query is a search term that is only found on one particular search engine. A search term is a word or phrase potential customers type into a search engine when searching for something. These searches result in nearly 25% of the ad clicks delivered on the Bing Network.⁴ This shows two things: these searches are only found on the Bing Network, and the searchers conducting them have a high intent to buy.

As an advertiser, you can tailor your SEM campaigns to take advantage of these unique qualities. Importing a PPC campaign from one SEM platform into another is quick and easy, but remember to both customize and optimize your campaign to the new platform. One-size-fits-all campaigns are a bust for your business. You’d be missing out on targeting the unique customer qualities and traits that are found only on Bing and Google.

A search term is a word or phrase that customers enter when searching on a search engine, and what determines which ads will show alongside the results. A keyword is a word or phrase you add to your search engine marketing (SEM) campaign to target your ads to customers. When a searcher enters your keyword, your ad will display in a position determined by your keyword bids, with the highest bidding ad at the top of the results. The more relevant the keyword in your ad is to the audience you are marketing to, the better the chance your ad will display in more results. Keywords also instantly show searchers that your ad is precisely what they’re looking for since they are displayed in bold in search results.

To find the right keywords for your ad, you need to research the best search terms for your product or offering, then add them to your keyword list. Mine your landing page — the webpage a user goes to when they click your ad — for potential keywords that explain why your product or service is awesome.

Think of keywords that are unique to your business. Choosing words that fewer competitors are bidding on will help your ad show more often and make your budget go further.

Competing websites can be another great source for relevant keywords. And don’t forget free keyword tools! Bing Ads provides many free tools, like Keyword Planner, to help you research and refine your keywords to create an ad potential customers will want to click on.

The most prominent part of your ad is the title. Make it stand out by writing it with your prospective customer in mind. In 25 characters or less, speak to how you solve your customer’s problem or how your product can benefit them in as few words as possible.

For example, if you’re a jeweler, interested searchers might use terms like wedding rings. Use your headline to show prospective customers the end result of what they’re looking for: The Perfect Wedding Ring. The result? A more interesting ad and a greater potential for a click.

You have two lines of ad text — 71 characters total including spaces — to convince potential customers to click on your ad. Include keywords that are both important to potential customers and will grab their attention. Use your first line to describe what sets you’re offering apart from the competition. Sell its value or give a call to action in the second line.

For a professional-looking ad, remember to follow grammar, spelling and punctuation rules. Be sure to use title case, too (capitalize the main words of your ad title and text).

Remember to give searchers a reason to click on your ad. Use words like “order,” “reserve,” “call” and “buy” to craft a strong call to action. The result? A more interesting ad and a greater potential for a click.