Best ways to strengthen your Bing advertising will be described in this post. Millions of consumers can instantaneously receive promotional content across many channels thanks to digital advertising.
Google, Facebook, and YouTube are the conventional suspects, but Microsoft’s Bing search engine, which accounts for 30% to 40% of online search volume, also has a stake in the digital marketing sector.
Because of this, Bing is an excellent platform to target new audiences, especially if you believe that your Google Ads bottom-funnel acquisition campaigns have been optimised.
With Black Friday sales anticipated to bring in 30% more online buyers this year compared to last, it also makes Bing a potentially effective tool to target online shoppers during the holiday season.
In this post, we examine Bing in more detail and contrast it with its main competitor, Google Ads, in terms of its digital advertising platform.
We’ll also examine nine ways Bing advertising might improve your digital marketing approach, which is a significant incentive for companies hoping to have a successful holiday season in 2021.
How Differently Digital Advertising Works on Bing and Google
Search engines assist customers in finding goods and services, reading reviews, and making purchasing decisions.
Because of this, search engine marketing is an effective strategy for contacting new clients.
With a market share of more than 92% in 2020, Google will be the most popular search engine, making its advertising division, Google Ads, the most popular marketing tool used by companies to advertise their goods and services online.
However, as we already mentioned, Bing, a component of the Microsoft Advertising network, does account for a sizable portion of online search traffic and reaches millions of individuals that Google is unable to.
Both pay per click and search engine advertising systems are designed to help businesses reach their target markets, increase traffic, and increase sales.
How precisely do they differ then?
Networks for advertising
The search and display in-house advertising networks make up Google Ads.
The display network consists of graphics-based advertising that show on websites, whereas the search network consists of text ads that appear on search engine results pages (SERP).
Google has more than four billion users globally, spread across a wide range of age groups and demographics, so its advertisements undoubtedly have a wider audience than those of the majority of other search engines, including Bing.
But because Bing is a component of the Microsoft Advertising ecosystem, its advertisements also display on Yahoo!, DuckDuckGo, and a number of other partner websites, reaching about 1.5 billion consumers in total.
Even while Bing may have fewer users, it does manage to reach 63 million consumers who are not reachable through Google Ads.
In light of its scale, Google undoubtedly has a wider audience.
However, Bing does have one advantage over its competition: audience segmentation.
Google targets and attracts a wide range of demographics, varying in age and socioeconomic position, even though a sizable chunk of its audience is made up of young adults.
Contrarily, Bing has a more focused strategy and acts as the search engine for many devices, including Amazon’s Alexa and the 1.3 billion Windows 10 devices.
More than 30% of all searches in the US are conducted using the search engine, thus skipping Bing as a digital advertising platform means skipping over a third of your potential audience.
In relation to that potential market, 70% of Bing users are 35 years of age or older.
54% of those people are under the age of 45, and 38% of them have an annual household income of $100,000 or more.
While Google Ads target a wide audience, Bing advertising will enable you to target a wider, more focused group.
Which is superior?
Google Ads typically prevails over all other digital advertising platforms due to its scale and scope.
However, it would be far better to vary your digital marketing plan by include Bing in addition to other strong digital advertising platforms.
Bing, which is a component of Microsoft Advertising, offers the potential to target particular demographics and untapped markets that Google Ads ignores, as we noted.
By bridging any reach gaps in your pay per click approach, it’s a fantastic method to enhance it.
Let’s look at nine particular ways Bing might help your plan if you need more persuasion.
Bing advertising can improve your digital marketing strategy in 9 different ways.
Digital marketing techniques are put to the test during the holiday season every year, especially around Black Friday.
The number of people likely to click online and purchase holiday gifts is expected to increase by about 30% this year.
You may reach millions of online shoppers with Bing by integrating it into your digital marketing platform, which Google Ads might be unable to reach.
Here are nine additional ways Bing may support your digital marketing plan, particularly during the Christmas season.
Best 9 Ways Bing Advertising Can Strengthen Your Digital Marketing In 2022
Best 9 Ways Bing Advertising Can Strengthen Your Digital Marketing RE Explained here.
1. HAS A Vast Scope
Bing is owned by Microsoft Advertising, which also manages the adverts for Yahoo! and DuckDuckGo.
One of the key reasons why it’s critical to include Bing in your digital marketing approach is that the platform of the Washington-based software giant has a third of the market share for search engines worldwide.
As we previously stated, a number of devices, notably Amazon’s Alexa and around 1.3 billion Windows 10 devices, use Bing as their primary search engine. Also check pros and cons of spreadsheets
This is another way of bing advertising. There are a lot of people who might or might not use Google as their primary search engine.
You can make sure you don’t miss any of them by include Bing in your digital marketing strategy.
2. Offers Better value for your money
Marketers and advertisers typically ignore the Microsoft Advertising platform in favour of Google Ads’ wider reach and scope.
Being abandoned in that manner has only increased the value of Bing and its parent platform, lowering competition similar to search word bidding.
As a result, you’ll pay less per click, experience higher click-through rates, and benefit from improved ad positioning or ranking on Bing.
According to research, Bing advertising is 33.5% less expensive per click than Google Ads.
Because of this, Bing is an affordable choice for small firms that want to increase their digital marketing reach.
For startups wishing to test their goods or services, it’s also a smart option.
3. Provides Unique consumer demographics
As we previously discussed, Bing has an edge over Google Ads in terms of reach due to the way it divides up its audience and uses a more focused strategy that better targets particular demographics.
Around 38% of Bing users have annual incomes of over $100,000. This is another way of bing advertising.
Age groups who are often married, more secure financially, and with greater purchasing power than the broad audience that frequently swarms to Google make up the majority of those who are 35 and older.
Despite this, a larger proportion of business owners use Bing, making it a highly desirable business-to-business, or B2B, advertising platform.
You can interact and conduct business with other companies more effectively as a result, as a business owner.
4. Offers more control
In order to give you, the advertiser, more precise control and influence over your content, Microsoft Advertising was created. Also check how to block hulu ads
You may choose when and where you’d like to run your advertisements on Bing and its partner search engine websites because the platform’s settings and targeting decisions are managed directly by advertisers at both the group and ad campaign levels.
This kind of control will make managing ad schedules quite simple if you’re advertising to and targeting different audiences both domestically and abroad.
The parent company of Bing also allows you additional control over the languages and rotation frequency of your adverts.
This is another way of bing advertising. While Google Ads frequently uses group functionalities that are based on campaign-level settings, the opposite is often true.
Bing began experimenting with social media extensions in 2014 that display a marketer’s Twitter following next to their ads.
This tactic was quite successful in attracting a wide variety of customers by using the power of social influence.
Similar functionality is available in Google Ads, but it’s integrated with the considerably smaller user base of Google+.
In addition, Google+ lacks the power and scope of Twitter, which in 2021 will have about 211 million active users.
6. Utilizes search demographics
On Bing and its sister search engines, Microsoft Advertising lets you employ demographic targeting at the campaign and ad group level. This is another way of bing advertising.
When marketers market their goods and services to customers of a particular gender or age, this is helpful.
For instance, clothing companies that only provide clothing for males may target male customers.
In contrast, demographic targeting is not possible on Google’s search and display networks.
7. LETS you control search partner targeting
Google gives users the choice of targeting either search partners or Google search when it comes to partner targeting.
This is another way of bing advertising. You don’t have access to information from the massive search engine about which search engine partners are driving the most visitors to your website.
Therefore, you might not be able to modify your advertising plan to boost consumer inflow.
In contrast, you may target Bing and its search engine partners, Yahoo! and DuckDuckGo, precisely with Microsoft Advertising.
You might also focus on a good or service that is frequently used by a particular demographic.
You may assess which search partners will provide visitors to your website and which won’t using Bing’s “website URL” tool.
Additionally, Bing has a “website exclusion” option that enables you to block specific search sites from being included by other search partners.
8. Uses A “Close Variant” Keyword Matching tool
This is another way of bing advertising. Most internet users are prone to spelling errors when entering keywords into a search engine.
At the ad group and campaign levels, Bing employs a “close variant” matching technique that can ensure search hits despite spelling mistakes or variations, as well as unspecified plurals or singulars in the search results.
In spite of mistakes and misspellings, this increases the amount of users who will notice your advertisement.
9. Offers targeting based on devices
Customers can select the types of advertisements they want to view on their devices thanks to device targeting.
Did you know that 33% of paid Bing search hits and approximately 64% of paid Google search clicks originate from mobile devices? This is another way of bing advertising. Also check open source web crawlers
Device targeting collects information of this nature.
In addition to allowing customers to run different bidding techniques for desktop ad groups, Google also lets users construct campaigns that are only available for mobile devices.
Since the search engine adopted the “improved campaigns” technique, consumers can restrict or modify any Google Ads targeting.
In contrast, Bing enables cross-device targeting for its advertisers to connect with customers via any device.
This not only produces more data on how well your advertisements are performing, but it also enables you to see how potential clients are discovering you online.
Bing, Bing, and Bing
When it comes to a digital marketing budget, you should normally allocate at least $5,000 and no less than 30% to Google Ads.
When the holiday season approaches, not to mention Black Friday, you should give it significant consideration if you have the space to integrate Bing and broaden your approach.
As we explained in this article, even though Bing’s reach is a bit more limited than Google’s, the Microsoft-powered search engine curates its audience much better than its rival does.
Bing’s also a valuable option at a lower cost, oftentimes positioning and ranking your ads much better — and much more affordably — than Google.
This gives you a possibility to showcase your brand, products, or services to millions of older, more affluent users who don’t necessarily consider Google their search engine of choice.
Remember, Bing accounts for 30% to 40% of overall online search volume, which makes this search engine and its parent platform Microsoft Advertising very much worth considering.
If you want to investigate whether or not incorporating a Bing strategy into your toolkit is right for your business, Disruptive Advertising can help!