Bing Ads vs. Google AdWords: Why both search advertising platforms are important for your bottom line
Sponsored by Small Business Partner: Bing
Search engine marketing (SEM) is one of the easiest and most efficient ways to drive potential customers to your website and entice them to buy your products or services. Also known as pay-per-click (PPC) marketing, SEM advertisers pay for ads on platforms like Bing Ads. When a searcher enters their query into a search engine like Bing, search ads relevant to the query will display.
Most often, business owners will rely on just one PPC platform to reach their search advertising goals. Yet, many businesses miss out on reaching additional valuable searchers by not using both Bing Ads and Google AdWords.
Here are four reasons your SEM strategy should include both Bing Ads and Google AdWords.
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.
If SEM isn’t a part of your advertising mix, now is the time to get started. SEM platforms like Bing Ads can help you reach customers worldwide and locally. If you’re currently using traditional advertising avenues, consider shifting a portion of your budget to SEM. A little investment could bring big returns for your business.
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1. comScore Explicit Core Search (custom), January 2016. The Bing Network includes Microsoft Core Search sites, Yahoo (Bing Powered) sites and AOL Core Search sites in the United States.
2. comScore qSearch (custom), June 2015.
3. comScore qSearch, Explicit Core Search (custom), January 2016. The Bing Network includes Microsoft sites, Yahoo sites (searches powered by Bing), and AOL sites in the United States.
4. U.S. click data from Microsoft Internal Data, December 2015.