5 Reasons to Add Bing Ads to Your Search Campaign
Google is the undisputed king of search with more than $67 billion in ad revenue in 2015 — by comparison, Bing finally achieved profitability in the first quarter of this year with just $1 billion in revenue. To describe Bing Ads as Google's little brother might be too much of a compliment. Search is Google's world, and Bing is just living in it.
Still, Bing has proven itself as a viable upstart in the search business. In April 2015, Microsoft renegotiated its contract with Yahoo to allow Bing's ads to appear on 51 percent of Yahoo desktop searches — a nice boon for Bing's bottom line. Microsoft also sold Bing's display network and map data assets, streamlining the platform's approach toward search. And now Microsoft is broadening Bing's potential by incorporating it in several emerging products and technologies. You’ve heard of Cortana in Windows 10? Yep, that's powered by Bing.
What does this mean for you, a small business owner?
Put simply, you shouldn't ignore Bing Ads just because it's dwarfed by Google AdWords. Microsoft has invested heavily in Bing's success and those efforts are paying off. Bing Ads offers a viable alternative option for connecting your business with new, potential customers. Here are five reasons why you shouldn't hesitate to make Bing Ads part of your long-term marketing plan.
1. Bing Ads Are Often Cheaper and More Effective
As you could probably guess, most advertisers turn to Google. AdWords is really your only option for reaching the largest number of consumers with the least amount of effort.
Bing is much smaller than Google in terms of reach and revenue — which also means there are far fewer advertisers on Bing's search network. And that means less competition for marketers who want a piece of Bing's action. And less competition means cheaper costs per click — up to 33 percent less, according to some studies.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.