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5 Reasons To Use Bing Ads (for SMEs)

“PPC”, “SEM” or other similar acronyms are usually associated with the leviathan of online search advertising that is Google’s Adwords platform.

However, Bing (Microsoft’s digital underdog equivalent) is also an extremely powerful advertising medium and one which can often provide a better return on investment if used correctly.


Here are our 5 top reasons for small to medium sized businesses to use Bing Ads:


1. Lower costs

Due to significantly lower competition than Google Adwords, you’ll typically be able to achieve much lower CPCs (cost per clicks) with Bing, meaning you can get more traffic for the same budget.

These reduced costs will help to increase the profitability of your paid search campaigns and allow your business to obtain more conversions over time.


2. Huge audiences

Let’s get straight to the point: Bing has a much smaller market share than Google, but the numbers are still colossal.

Around 20% of UK searches take place on Bing and user behaviour is largely the same, meaning you can expect similar results to advertising on Google, all whilst saving money.

In the UK alone, there are over 30 million monthly active users of the Bing network who account for around 840 million monthly searchers – that’s quite a lot!

Part of the reason for this is due to the increasing popularity of Microsoft mobile devices, partnerships with companies such as Gumtree and the release of new advertising features further narrowing the gap between Bing and its biggest rival.


3. Easily import existing Adwords campaigns

If you’re already using Google Adwords and can’t bear the thought of starting again from scratch, there’s no need to worry.

Bing has a handy feature built-in to its interface which allows for quick importing of existing Adwords campaigns, allowing you to get your adverts live as soon as possible.

Bing stresses that not all of the information from Adwords can be transferred over, so you’ll just need to have a quick check over to make sure everything is in shape and you’ll be all set.


4. Use many of the same great features from Adwords

Depending on your type of business, there are different options in Adwords that will be more suited to you.

For instance, if you’re an eCommerce business, Google’s shopping adverts (otherwise known as Product List Ads) are often the best way to accumulate impressions, clicks and conversions at the lowest possible cost.

Fortunately, a large number of the ad types, extensions and targeting options from Adwords are also available in Bing, meaning you can reach potential customers with the same levels of success.


5. Simultaneously advertise on Yahoo, AOL and Microsoft sites

By advertising through Bing, you’ll also be showing ads on Yahoo and AOL.

Despite this, there’s no need for additional set ups in different interfaces – simply create your campaigns and ad groups in Bing and your work is done.

Whilst Google Adwords is still a fantastic way grow your business with PPC, the lower costs, decently large audiences and comparable functionality of Bing make it a compelling platform to invest in and one which could potentially be far more effective and profitable for your business.


If you need a hand moving over to Bing Ads or would like some PPC support, let’s chat.



Written by: Steve Chapman