If you are a business owner, your aim is to reach as many people in your target market as possible, right? That simply means you should focus on a variety of marketing channels to market your product & services.
Bing Ads is one of those marketing channels that you should not miss out.
Bing Ads Marketing is an online advertising platform like Google AdWords. You can use it to display ads on the Bing Advertising Network which includes Bing.com, Yahoo.com, and Aol.com search engines. Using Bing’s advertising platform, you can also advertise on third party websites and apps.
Advertisers can reap benefit from the obvious fact that fewer people advertise on Bing. This clearly indicates less competition, which in turn leads to better ad positions and lower costs per click.
Let’s find out how advertising on Bing works
Bing displays ads on the search engine results page based on the searched query. For instance, if you search for a term, “beauty salon Brisbane”, you will find ads for beauty salons in Brisbane on the results page.
Bing conducts an auction to find which ads to show on the search engine results page. This is done whenever a user conducts a search. Below are the factors that Bing considers when deciding whether to display an ad or not and where they should be placed on the page.
- Bid: A bid represents the maximum amount which an advertiser is willing to pay for each click. The value of your click is dependent on the bid amount. The higher you bid, the higher value you place to the click. Increasing your bid would mean a more favourable ad position, and this in turn improves the number of clicks on your ad.
- Quality Score: Your quality score (QS) changes with the performance of your ad over time. If you want to boost your quality score, you need to work on the following aspects:
- Keyword relevance: It measures how clickable your ad is compared to your competitors in the auction. This is known as Click-Through-Rate. It is recommended that you should normalise CTR performance for ad position.
Note: The higher the relevancy of your keywords to the users’ words or phrases they use at the time of search operation, the higher will be your ads’ CTR, and so the QS.
- Landing Page Relevance: It’s not sufficient to find a user to click on your ad. You also need to ensure the relevancy of the content to the users’ needs. For this purpose Bing Ads assigns a score to your landing page.
- Landing page quality: Bing’s purpose is to provide search users with the exceptional experience. This can be achieved by displaying relevant ads that match with users search and, by limiting users’ exposure to sub-par websites.
Big benefits of Bing
Advertising on a search engine such as Bing has numerous benefits. Here’s a little synopsis on the benefits of advertising on Bing.
- Expanded reach: Bing allows you to expand your wings and serve a different market than Google. That’s something you should not miss out.
- Ease of starting: If you have a running Google AdWords account, then it’s very easy to get your Bing account launched. Bing makes it extremely efficient to launch your account as it provides you with the option to import campaigns directly from AdWords.
- Similar territory: The layout of the Bing Advertising Platform is very similar to AdWords. It’s not like learning an entirely new interface, as in the case with Facebook ads or Twitter.
- Cheaper traffic: Less competition signifies traffic at cheaper prices. You can get the same keywords at a cheaper rate on Bing.
- Awesome support: Bing has made a massive impact with their dedicated support teams. Bing understands that they must push to gain ground and it shows in their dedicated support system.
If you are going to spend money on online advertising, it’s recommended that you include Bing Ads to your marketing mix. It offers a fantastic opportunity to reach people you haven’t targeted yet.