What Advantages Does a Bing Advertising Campaign Offer?
03 Nov 2023
What Advantages Does a Bing Advertising Campaign Offer?
Is your business currently utilizing Bing Advertising services to target customers? According to a projection from the market research company eMarketer, in 2023, Bing (now renamed Microsoft Advertising) is expected to capture a 4.8% share of the U.S. search ad revenue. While this signifies a significant annual revenue stream, it also indicates that many businesses have yet to fully leverage the potential of Microsoft's advertising platform. For those who have not achieved the desired results with Bing Advertising, here are some key advantages to consider.
THE PRIMARY BENEFITS OF A BING ADVERTISING CAMPAIGN
Diversified Marketing Channels
Maintaining a diverse set of marketing channels is crucial for safeguarding your business against the risks associated with over-reliance on any one platform. Among these diverse channels, Bing Advertising stands out as a valuable option for businesses of all sizes.
Reduced Competition
For advertisers, the fierce competition for keywords on Google Ads is a well-known challenge. In contrast, Bing Advertising sees fewer businesses vying for the same ad space, presenting opportunities to experiment with campaigns and establish profitable advertising streams.
Lower Advertising Costs
Due to the decreased competition, the costs of running campaigns on Bing Advertising are often more budget-friendly compared to alternatives like Google Ads. Microsoft reports that the average cost-per-click (CPC) hovers around $0.84, varying depending on the type of business and the desired return on investment. In comparison, Google Ads typically boasts an average CPC ranging between $1 and $2, according to WordStream.
Seamless Transition from Google Ads
If your business is already advertising on Google Ads, the process of importing your campaigns into your Microsoft Advertising account is straightforward. Nevertheless, it's important to note that not all strategies that succeed on one advertising platform will seamlessly transfer to another. Thus, adhering to best practices for bidding and tracking remains imperative. For further insights, you can explore our essential tips for running a successful Google Ads campaign.
Valuable Audience Demographics
A Bing Advertising campaign opens the door to reaching a valuable segment of the U.S. consumer base. As highlighted by Microsoft, the audience on the Microsoft Search Network tends to spend 23% more than the average internet searcher when making purchases from desktop devices. Bing boasts a significant user base of affluent and well-educated individuals, making it an attractive platform for advertisers.
Precise Targeting
Bing Advertising provides a wide range of targeting options, allowing advertisers to pinpoint their desired audience with precision. These options encompass geographic location, device type, time of day, gender, age, ad language, and more.
Automated Campaign Setup
Automation simplifies campaign management, enabling businesses to achieve more with less effort. An example of this technology can be seen in Microsoft's Performance Max, where artificial intelligence aids advertisers in identifying the most suitable audience for their campaigns and dynamically delivering ads where they are likely to yield favorable results.
Leveraging the Microsoft Audience Network
As we've observed in our paid search advertising services, businesses with successful campaigns often seek to expand their reach to a broader audience. The Microsoft Audience Network facilitates this expansion by displaying ads on platforms such as MSN, Microsoft Edge, Outlook.com, and other publishing partners, helping businesses maximize their outreach potential.