The Role of Bing Ads in Your SEM Strategy

Comparison of Bing Ads and Google Ads

Before we dive into the benefits of using Bing Ads in your SEM strategy, let's take a quick look at how Bing Ads compares to Google Ads. Both platforms allow you to create and display ads to people who are searching for specific keywords, but there are some key differences between the two.

One of the most significant differences is the audience. As mentioned earlier, Bing's audience tends to skew slightly older and wealthier than Google's. This can be beneficial for businesses that cater to an older demographic or offer high-end products or services.

Another difference is the cost-per-click (CPC) rates. Bing Ads often have lower CPC rates than Google Ads, which means you can potentially get more clicks and conversions for less money. However, it's essential to note that Google has a much larger audience than Bing, so you may still get more clicks overall with Google Ads.

Finally, the user interface and features of the two platforms are different. While both platforms offer similar features, such as keyword targeting and ad scheduling, the way these features are implemented can differ. It's essential to take the time to learn the ins and outs of each platform to maximize your results.

Benefits of using Bing Ads in your SEM strategy

Now that we've discussed how Bing Ads compares to Google Ads, let's dive into the benefits of using Bing Ads in your SEM strategy.

Reach a new audience

As mentioned earlier, Bing's audience tends to skew slightly older and wealthier than Google's. This means that by using Bing Ads, you can reach a new audience that you may not be targeting with Google Ads. For example, if your business offers luxury products or services, Bing Ads may be an excellent way to reach an audience that is more likely to be interested in what you have to offer.

Lower CPC rates

Bing Ads often have lower CPC rates than Google Ads. This means that you can potentially get more clicks and conversions for less money. It's essential to note that the CPC rates can vary depending on the industry and keywords you're targeting, so it's crucial to do your research and compare the two platforms' rates for your specific industry.

Less competition

Because Google Ads is the more popular platform, there is often more competition for ad space. This can drive up the CPC rates and make it more difficult to get your ads seen. With Bing Ads, there is generally less competition, which means you may be able to get more ad impressions and clicks for less money.

Better ad position

Because there is less competition on Bing Ads, your ads may be more likely to appear in a higher ad position. This can be beneficial for getting your ads seen by more people and increasing your click-through rates.

Integration with Microsoft products

Bing Ads is owned by Microsoft, which means that it integrates seamlessly with other Microsoft products, such as Microsoft Advertising Intelligence and Excel. This can make it easier to manage your campaigns and analyze your data.

Bing Ads statistics and market share

Now that we've discussed the benefits of using Bing Ads in your SEM strategy let's take a look at some statistics and market share data.

According to Statista, as of August 2021, Bing had a 6.45% market share worldwide, with a 6.55% share in the United States. While this may seem small compared to Google's market share, it's still a significant audience that you can target with your ads.

Bing Ads also has a higher click-through rate (CTR) than Google Ads in some industries. According to WordStream, the average CTR for Bing Ads is 2.83%, while the average CTR for Google Ads is 1.91%. This means that you may be able to get more clicks and conversions with Bing Ads, depending on your industry and target audience.

Setting up your Bing Ads account

Now that we've discussed the benefits of using Bing Ads in your SEM strategy let's dive into how to set up your Bing Ads account.

The first step is to go to the Bing Ads website and create an account. You'll need to provide your name, email address, and some basic information about your business. Once you've created your account, you can start creating your first campaign.

The campaign creation process is similar to Google Ads. You'll need to choose your campaign type, such as search or display, and set your budget and targeting options. It's essential to take the time to research your target audience and choose the right keywords to target.

Bing Ads targeting options

Bing Ads offers several targeting options to help you reach your ideal audience. Here are some of the most popular targeting options:

Keyword targeting

Keyword targeting is the most common targeting option on Bing Ads. You can choose the keywords you want to target and create ads that will appear when someone searches for those keywords.

Location targeting

Location targeting allows you to target people in specific geographic locations. This can be beneficial if you have a business that only serves a specific area.

Device targeting

Device targeting allows you to target people on specific devices, such as desktops, tablets, or smartphones. This can be beneficial if your website is optimized for a particular device type.

Demographic targeting

Demographic targeting allows you to target people based on their age, gender, and other demographic factors. This can be beneficial if you have a product or service that is geared towards a specific demographic.

Bing Ads bidding strategies

Bing Ads offers several bidding strategies to help you optimize your campaigns. Here are some of the most popular bidding strategies:

Manual CPC

Manual CPC allows you to set your bids manually for each keyword. This can be beneficial if you want to have more control over your bids.

Enhanced CPC

Enhanced CPC is an automatic bidding strategy that adjusts your bids based on the likelihood of conversion. This can be beneficial if you want to maximize your conversions.

Target CPA

Target CPA is a bidding strategy that allows you to set a target cost per acquisition (CPA) and optimize your bids based on that target. This can be beneficial if you have a specific CPA goal in mind.

Bing Ads ad formats

Bing Ads offers several ad formats to help you create compelling ads that will attract your target audience. Here are some of the most popular ad formats:

Text ads

Text ads are the most common type of ad format. They consist of a headline, description, and display URL.

Product ads

Product ads allow you to showcase your products with images and pricing information. This can be beneficial if you have an ecommerce store.

Image ads

Image ads allow you to create visually appealing ads with images and text. This can be beneficial if you want to create ads that stand out from the crowd.