It may surprise some that Bing Ads has some powerful advantages for advertisers that Google simply doesn’t.
As of March 2021, Bing hit 1,038 billion unique monthly visitors worldwide. This figure includes all web visits from desktop and mobile. (Similarweb, 2021)
There are 5.4 billion monthly searches conducted on the Bing Network
34% of Bing users worldwide have a college degree. Meanwhile, 35% have a household income in the top 25%. (Microsoft Advertising, 2021)
Bing’s average CPC is $1.54, 33% lower than Google Ads. (WordStream, 2018)
Although the global Bing search market share is only 2.71%, it holds second place. First comes Google, with 91.95%. (Source: Backlinko)
Bing Ads 101
Most small and medium-sized businesses see Bing Ads as an afterthought, but they should really consider it sooner.
Bing PPC ads operate on Microsoft's three popular search engines: Bing, Yahoo, and AOL. When you use Bing campaigns, your content is shared across all of these platforms at once.
With over five billion monthly searches being made on the Microsoft network, this makes Bing PPC a notable marketing tool for paid ad campaigns.
In terms of functionality, Bing PPC ads work similarly to Google ads. You bid on keywords based on their traffic volume, then your ad is displayed when that keyword is searched, and finally, you pay Bing whenever a visitor clicks on your ad.
Bing PPC ads present a timely opportunity for marketing teams. It's less competitive than Google AdWords, and its users shop online 36% more than any other search engine.
Bing PPC presents a lower-risk option for paid ad campaigns. You still have access to a large audience, but keyword bidding isn't as competitive as Google.
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