Top 4 reasons why you shouldn’t forget about the Bing PPC campaign

PPC campaign with Bing Ads

Launched approximately one year ago, Bing’s paid search has received a lot of attention from the SEO industry and some experts went as far as to state that it has the potential to threaten the consolidated position of Google in the search market share. Even though the numbers looked great for Bing for a while, it remains to be seen if the paid search can actually compete with the recently released Google Shopping service.

At this point, with a constant 65% search market share, there is no denying the fact that Google is the world’s leading search engine and that it should always be the main focus for your PPC campaign. However, if you are not entirely satisfied with the returns you estimate to get from your pay-per-click ads by the end of the year, then an alternative would be to integrate the Bing paid search into the equation. Let’s review the main reasons why it would be wise to incorporate a Bing paid search along with the Google paid search campaign.

  1. Considerably lower costs

    Google has a greater impact on advertisers and merchants for the obvious reason that it currently holds a huge share of the search market. However, advertising with Google has the major disadvantages of facing a tighter competition and the higher prices of the ads. In fact, if you were to start a PPC campaign on Bing, you will be pleasantly surprised by the incredible savings you can obtain, saving that are usually more than 50%. In regards to the competition, it is sufficient to say that since everyone is focused on Google at the moment, integrating Bing’s paid search into the PPC campaign confers a lot of unutilized potential for a hefty ROI simply.

    In addition, it is necessary to mention the fact that Bing allows you to setup a monthly budget limit or specify the amount of cash you want or can afford to spend each day for your advertisement campaign, which can save you a lot of time.

  2. With Bing, you won’t have so many restrictions

    Even though the Google Shopping service has brought numerous improvements to the way merchants advertise in order to ensure both parties are happy, the truth is that they still have to work on the way restrictions are managed. Perhaps the most bothersome thing about Google is that you will not be aware that you have been blacklisted until you try to advertise your sites via the search engine and the affiliated content networks. Sometimes, the consequences imply more than taking down the ads immediately and you could even be asked to change the sites entirely, or else risk losing your account.

  3. Bing’s new and improved features

    Unfortunately, few businesses actually know that now you can import campaigns from AdWords into AdCenter and this is just one of the numerous new features Bing has received after the merger with Yahoo in April 2012. Therefore, even if you’re using Bing Ads for the first time you could save a lot of time and effort simply by importing the campaigns you worked so hard on into the AdCenter account. However, it is advisable that you double-check the settings, bids, negatives and match types before pushing the ads live to ensure everything will go smoothly.

    On a side note, even though you are working on a Google and a Bing PPC campaign, the good news is that you can track them both with Google Analytics. All you have to do is make some customizations in the settings so that you get unique PPC destination URLs for each of your campaigns.

  4. Bing has merged with Yahoo this year

    The merging of Bing with Yahoo had quite an impact on the search market share, pushing the search the percentage to approximately 30%. In spite of the fact that this is just half of what Google currently owns, things could improve in the near future considering the advantages that are estimated to come out of this fusion, namely:

    • Since they are no longer competing with each other, they can concentrate their efforts on battling their fearsome competitor, Google.
    • Users can manage Bing and Yahoo via one platform, hence gaining more efficiency and performance.
    • The Microsoft AdCenter desktop tool that allows you to import AdWords campaigns.
    • Although Bing already uses it, the Standard and Advanced match types could be improved.
    • New and innovative ideas as well as cutting edge strategies in the search market industry.

James Hollands currently works as a freelance PPC consultant. He previously worked for a leading UK agency, but now offers his affordable PPC Services to businesses of all sizes.