6 reasons why your paid search strategy should include Bing ads

When most marketers think of PPC, they think of Google AdWords.

While AdWords is a great platform to work with, others like Bing Ads are often overlooked.

Bing Ads has a long way to go to catch up with AdWords. It’s true.

But there are definite advantages to using this PPC platform in your paid search strategy.

1. Not everyone uses Google

Statistics show that in April 2017, Microsoft Bing processed 22.8% of all search queries in the United States.

During the same period, Yahoo accounted for 11.7% and Google 63.4%.

Other data shows that Bing’s market share is growing faster than Google’s, possibly due to the growth of Windows 10.


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If you’re using Google AdWords, but not Bing Ads, you’re missing out on almost a quarter of potential searches.

According to a Microsoft report from June 2016, Bing’s market share in the United States increased to 31.3%, with 5 billion monthly searches and 160 million unique users.

Since Bing generates nearly one in three searches in the United States, ignoring Bing Ads means you’re missing out on 59 million searches that you can’t reach through Google AdWords.

2. Easy to import campaigns from Google AdWords

You don’t have to spend time creating new campaigns from scratch in Bing.

All it takes is one click.


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Truly. That’s it.

Your existing AdWords campaigns will be ready to serve in Bing Ads.

However, some areas require special attention:

Multiple languages ​​and geographic targeting

When your AdWords campaign has multiple targeting languages, Bing only chooses the highest ranked supported language because it only allows one language per ad group.

You may find some differences because Bing does not support as many languages ​​as Google AdWords. If you have a language in Google AdWords that Bing does not support, Bing Ads will default to the parent language.

Once the campaign is saved, you can no longer change your location or language. You will have to recreate the campaign if you make a mistake here.

Negative keywords

If you have negative broad match items, Bing will treat them as an expression match.

Automated rules

You will need to recreate all of the automated Google AdWords rules again. They will not be transferred.

CPA (cost per acquisition) vs CPC (cost per click)

CPA is not supported in Bing Ads, so these campaigns will automatically convert to CPC.

Shopping Campaigns

You will need to create a Bing Merchant Center store because you need to link your store to your shopping campaign before you can import it.

3. Strong partnerships with the Bing partner program

Bing recently improved and expanded its Bing Partner Program.

Now agencies, small business partners, and technology partners can work with them around the world.


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The Partner Program offers more to Bing’s top advertisers as they benefit from brand association, special opportunities, technical training, and more.

Becoming a Bing partner can help you boost your agency by giving you a worthy ally.

Perion, one of Bing’s many partners, recently announced an extension of its partnership in light of further growth.

4. Extensive device targeting

In November 2016, Bing opened the option of extended device targeting globally, so advertisers can adjust bids for different types of devices.

Now the range of bid adjustments is:

  • Desktop computer: 0% to + 900%
  • Tablets: -100% to + 900%
  • Smartphones: -100 percent to +900 percent


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You can combine your device-type bid adjustments with other targeting criteria, such as location, age, and gender, as well as day of the week or time of day.

You can implement this target at the campaign level or at the ad group level.

Targeting your ad group will take priority over targeting your campaign.

5. More affordable advertising

Even though Google has the largest market share, the average CPC has increased significantly over the years.

With Bing Ads, you will not only get a more affordable CPC, but there will also be less competition.

This means that you will get a higher ad position and a better click-through rate, so it is a profitable advertising option for anyone with a target audience that matches Bing’s demographics.


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For example:

  • The audience is evenly split between men and women.
  • Almost half of the public is either married or living with a domestic partner. 1/3 of them are single and never married.
  • Almost 40% of the public is between 35 and 54 years old.
  • Almost 33 percent of the audience has a family income of $ 100,000 or more.

6. Bing treats negative keywords differently

Negative keywords are just as important as the keywords you are targeting.

Google AdWords and Bing Ads allow you to add negative keywords at the ad group and campaign levels, but Bing treats them differently once you’ve added them.

Bing Ads gives you an advantage because they won’t cancel any targeted keywords.


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If you add a negative keyword that is also included in one of your target keywords, ads will still show for that word.

In AdWords, the negative keyword will automatically block related searches, even if it applies to one of your target keywords.

Your PPC strategy needs both Google and Bing

I’m definitely not suggesting you swap Google AdWords for Bing Ads.

I’m also not saying that one platform is better than another.

Google AdWords and Bing Ads are two similar PPC advertising platforms.

If you are familiar with AdWords, the transition to Bing Ads will be easy.

Although AdWords remains the market leader, Bing Ads can still offer you a lot as a marketer.


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Including both in your digital marketing strategy can help you reach untapped audiences and get the most out of your budget.

More Bing Ads resources:

Brandon D. James