Should I Advertise on Bing?

Should I Advertise on Bing

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If you have read any of my past blogs, you might know a thing or two about me and how I adapt to new marketing strategies; I don’t. I might not be good at change, but at least I know this about myself. The first time I was asked to dive into Google Ads, I resisted because I didn’t know enough about it to realize how valuable it can be. The same applies to Microsoft pay-per-click advertising (PPC Advertising) on Bing, Yahoo, and other sites. When asked to explore this, I resisted because all I knew about Bing was a bunch of jokes. It turns out Bing is no joke, and neither is Microsoft Ads.

Why Should You Run a Microsoft Ads Campaign?

Microsoft Ads campaigns offer a great way to reach an untapped market and could be the missing link in your advertising strategy. With a 6.7 percent market share, Bing is the world’s second-largest search engine and an opportunity for businesses to effectively reach potential customers they might otherwise miss. Not only does Bing offer a direct method of reaching customers, but Microsoft also drives traffic to this search engine through Cortana and the search bar on PC screens. Regardless of whether people regularly use it or not, there’s still a significant potential for businesses to benefit from Microsoft Ads campaigns.

On Average, Bing Ads Cost Less than Google Ads

I will talk a lot in this blog, but let’s get the most important thing out of the way, Microsoft Ads work. Don’t stop reading, but do write that down.

As more and more users flock to the internet, not all end up on tried-and-true Google. Yes, some go to Bing, and others go to Yahoo. If I’m honest, Google is my search engine, but I get much of my news when I take my daily trip to Yahoo. The people not using Google are still seeing ads, and those ads could easily be yours. So why aren’t they?

Did you know that, on average, a recent study showed that the cost-per-click (CPC) on Bing Ads is lower than Google Ads, with a 70% difference on average? Specifically, in the automobile industry, the cost-per-clicks were 32.5% less on Bing than Google, while in the insurance sector, it was 59.2% lower.

More Than Just Bing & Yahoo

You might not have the same potential audience size with Microsoft Ads as Google, but you are casting a very wide net. The Microsoft advertising network includes Bing, Yahoo,, and websites owned by AOL. The type of user on each of those sites can vary greatly. So, Microsoft Ads allows you to reach a diverse audience.

It’s worth mentioning that the “little pieces” in the Microsoft advertising network are not that little. In fact, Bing owns 34% of the desktop search engine-use market share. That translates to roughly 5.4 billion monthly searches. These are not numbers to sneeze at. Bing Ads reach 63 million searchers that Google AdWords doesn’t. So, depending on your target audience, you may find that avoiding Bing Search Ads is a missed opportunity.

When Cost Matters

For most of my clients, budget is the sole limiting factor of their PPC accounts. So, if you want to maximize your bang for your buck, you should consider Microsoft Ads. Earlier, I mentioned that Bing clicks’ cost on average is less than Google clicks, but we can dive deeper into those numbers. Our friends at Spin Tech made an A/B comparison of three campaigns to run with the same ads in the same locations at the same time. Not only did the Bing ads run for considerably less money, but they also outperformed Google Ads with higher click-thru rates. That means that not only can you save money with Microsoft Ads, but in many cases, you can improve performance.

As you know, clicks and click-thru rate are one thing, but ad clicks that convert into actions make real money. It just so happens that the same study by Spin Tech found that Microsoft Ads were more likely to produce a higher conversion rate at a lower cost-per-acquisition (CPA).

FAQs About Bing Ads (Microsoft Ads)

How can I track my Bing ads?

At the “Campaigns” tab, you can find detailed information about your campaign settings, such as conversions, cost-per-click (CPC) and total spending, click-through rate (CTR), and total impressions. This data will provide invaluable insights into your ads’ performance and help optimize them for better performance. It’s important to note that a successful campaign may include adjusting your ads. It can take some time before they see noticeable changes in their performance. 

How can I create a successful Bing ad?

Creating a successful Bing ad requires careful thought and planning. The key to creating an effective ad is knowing your target audience and understanding what content and design elements will resonate with them. It’s also important to research what other businesses are doing and learn from their successes. Importing high-performing Google Ads into Bing Ads can help you optimize an existing creative execution for the Bing platform.

When targeting users, it’s vital to use appropriate keywords to reach the relevant people. Plus, you can refine and optimize these keyword lists over time as you learn more about how customers interact with ads. Furthermore, using Microsoft’s Universal Event Tracking (UET) tag allows you to track website conversions linked to campaigns in Bing Ads. Finally, monitor your Quality Score regularly to ensure that your ads are reaching the right people and that they are finding value in them; this will help you achieve better results from your efforts.

What are the steps to create a Bing ad?

Creating a Bing ad is a fairly straightforward process that doesn’t require any special knowledge of online advertising. The first step is to create a Microsoft Ads account. You’ll have the option to import existing Google Ads campaigns, which can make the transition process seamless.

Once you set up your Microsoft Ads account, the next step is to choose your keywords using either Microsoft’s keyword planner or third-party tools like Ubersuggest. After selecting your keywords, it’s time to create your ad using the “Campaigns” feature in Bing. This setup wizard takes you through every step and offers many different options for customizing your ads. Finally, once you run ads on Bing, you can track and monitor their performance with Microsoft Ads’ built-in tool. It allows you to make adjustments where necessary to ensure maximum campaign results.

Which demographic uses Bing?

Microsoft Advertising reports in 2023 that college graduates make 34% of Bing searches, 53% of its users are married, and 58% have children living at home.

Should you use Bing or Google AdWords?

Bing costs less than Google Ads and, at times, can be more effective. If that isn’t enough information to get you to try running ads on Bing, I’m not sure what is. With that said, maybe this will help; Microsoft makes it easy for those already using Google Ads to get started by automatically importing your ads, keywords, ad groups, and campaigns. So, if you want to give it a go, you’re only a few clicks away.

If you’re looking for a way to reduce advertising costs and reach a broader audience, it may be time to try Bing PPC. The best way to ensure you’re developing an effective campaign is to consider partnering with the experts at SMA Marketing. We run advertising campaigns for a variety of companies with great success. Learn more below. 

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Editor’s Note: This article was originally published on August 20, 2020, and has been updated with fresh content.

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