Gone are the days when Bing used to live behind the shadows of Google. Bing is growing at lightning speed and luckily, today it stands as an advertising force to be reckoned with.
People assume that Bing is tiny. But Bing is surprisingly big. Without further ado, let’s quickly understand Bing.
Bing is the second most popular search engine marketing platform after Google. It helps advertisers to reach users who perform searches on Bing, Yahoo and other sites which are owned and operated by Microsoft and Yahoo.
When it comes to popular internet marketing strategies like PPC (pay per click), Google AdWords takes the top spot. Being known as number one PPC advertising platform, Google AdWords has attracted everyone who has hand in PPC and keyword cookie jar.
Just like Google AdWords, MSN also has their own version of AdWords, called Bing Ads. It is ideal to start up a Bings Ads PPC campaign on Bing, since Bing Ads is far less strict than AdWords.
Bing offers a pay per click (PPC) program where advertisers bid on keywords and place ads on the content network to display their ads alongside of relevant content. Advertisers can further optimise campaigns (beyond managing keyword bids on Bing) by geo-targeting their ads and creating mobile targeted ads.
Bing’s targeting capabilities are quite alike what Google offers. Let’s take a look to understand them and determine their usage in shaping your campaigns.
Bing offers a significant help by providing a Keyword Planner. This planner suggests keywords based on the understanding of historical trends and marketplace competition. You need to kick start with your own list of keywords that you’ll put into the planner, as well as the URL or a page of your website, and a relevant category related to your product or service, then you’ll be able to obtain a list of suggested keywords from Bing. You’ll also be able to see a bid landscape for every keyword which will help you to make decision on what to go after.
Bing not only enables you to show a store address in your search ad, but it allows you to specify a radius within a city or a zip code where you want to target your ad. This way you will be able to target your ads on search users who live nearby your store.
Bing does all the translation for you. When setting up a campaign, all you need to do is select the most common language of the region you’re targeting. By doing this you get Bing’s assurance that your ads will correlate to the language of the end user’s browser settings.
With Bing’s scheduling tool, you can parse ads out in 15-minute increments. If your campaign is focused on getting customers into a brick & mortar door, you can also set ads to run only when your store is open.
You have the freedom of choosing a device where you want your ad to be seen – mobile, PC, or tablet. With the Bing’s interactive graph, you can see click-through rate, cost per click, and volume by the type of device and industry. By analysing interactive graph, you can clearly get an idea of what your competitors are doing and set your own standard.
Besides the default HHI, marital status, and education, demographics like age and gender can also be targeted to offer tailor made opportunities when it refers to your ad creative.
Never ignore the interested customers. Bing Marketing enables you to remarket to the customers who have already visited your site but may not have converted.
Bing, with its ever-growing share of search engine usage, low PPC and large engaged audience, offers a fantastic opportunity to every online marketer to attract a sizable number of customers. Whether you are targeting B2B or B2C, Bing Ads Marketing offers a promising platform that shouldn’t be forgotten.