Bing Ads is the advertising platform you use to show ads on the Bing network, which includes the Bing.com, Yahoo.com, and Aol.com search engines. You can also use Bing’s advertising platform to advertise on third party websites and apps that Bing owns.
Bing ads on the search engine results page look almost identical to the regular search results, and appear at the top, bottom, or side of the page.
While Google is the largest search engine in the world, Bing does capture over 30% of the market. Bing’s network consists of Bing, Yahoo and AOL, and according to Bing, the search engine is used by 59 million users who are not reached by Google.
Bing advertisers can actually benefit from the fact that fewer people are advertising on Bing. This means less competition, which leads to better ad positions and lower costs per click (CPC). According to Wordstream, their clients saw an average 33.5% cheaper cost per click on Bing over Google
I looked into this by searching terms on both Google and Bing to see the average CPC. The results were clear that Bing is consistently more than 3x cheaper than Google.
If you are already running ads on Google and deciding whether you should run ads on Bing as well, Bing offers a simple to use auto import of all of your current Google ads.
Therefore, if you want to test out both platforms for yourself to see which one produces the best results for your business, you can do so easily.
People use Bing to make purchasing decisions – People searching the term “plumber NYC” are more than likely looking to hire a plumber in New York at the moment they are searching. By advertising on Bing, you can pay to have your website appear at the top of the search results, so people searching this term find you instead of your competitor.
You only pay if your ad works – Bing uses a pay-per-click advertising model, which means that you only pay if someone is interested enough in your ad to click on it. You can also set a maximum daily or monthly budget, so you will never exceed your advertising budget.
Advanced tracking capabilities – Using Bing’s dashboard, you are able to see how many people saw your ad, how many clicked on your ad, and how much you paid for each click– all in one place. This is a big advantage over traditional offline media where it is much harder to track how many people engaged with your ad.
Advertising your small business on search engines is a great way to get your website in front of potential customers at the moment they are looking for your type of product or service. Many people immediately think of Google for this type of advertising, but you shouldn’t overlook other search engines, such as Bing.
With over 30% of the search engine market share and 5 billion monthly searches, there is huge potential to reach your target market with Bing ads.