Bing Ads Agency

While Google dominates the current search engine market, a lot of users, especially B2B businesses still utilise Bing for daily search queries. For many businesses, Microsoft365 is a dominant software. The default browser for Microsoft365 is Windows Edge. And what is the default search engine for Edge? Bing. 

For this reason, businesses worldwide use Bing as their primary search engine due to it being the standard operating system (OS) on their computers. This is especially true for businesses that restrict many professional users from installing external search engines due to potential security risks. 

As of 2024, Bing has a 3.95% share of the global search market, and specifically, an 11.78% share of the desktop market. Additional compelling stats include: 

• 1.8 billion users visit Bing each month.
• Over 900 million searchers are conducted on Bing daily. 
• The launch of Microsoft’s AI-powered search feature in February 2023 increased traffic on Bing by almost 16%. 

For advertisers, complementing your Google Ads strategy with one on Microsoft can help you stand out to a wider audience of potential customers. Bing has been around long enough to establish trust amongst its core users, and now, its partnership with Open AI has given the search engine a massive boost. 

If your site is indexed on Bing, chances are, it will appear in ChatGPT’s search results. Hence, users who trust ChatGPT’s capabilities will be more likely to use Bing as their preferred search engine. So, as a marketer, it’s time to consider harnessing Bing’s potential as part of your broader advertising strategy. 

Many marketers overlook Bing Ads due to perceptions about its lack of audience reach. While Google Ads is popular among advertisers due to its impressive reach, do not underestimate Bing’s potential.

Here’s a list of reasons why you should consider advertising on Bing: 

• First, consider who your target audience is. Bing differs from Google in this aspect. Data shows that the majority of Bing queries come from users who tend to be over the age of 35. Likewise, the majority of these users are typically high-income earners. This means, if you’re looking to advertise premium goods or appeal to niche audiences, Bing promises a higher quality of traffic. For instance, the Search Engine People study revealed that within the automotive industry, users were converting at 10-56% higher rates than Google ads. 
• Second, the cost of ads on Bing is much lower compared to Google. Ad costs are usually determined by the level of demand for specific keywords. Due to Bing having fewer users, its costs of keywords and ads are cheaper. If you’re targeting a highly specific market, you’ll be better positioned to compete on Bing. And you don’t have to spend as much money to do so. 
• Third, Bing offers unique advertising options. Marketers can build keyword lists made out of the most cost-effective options. Likewise, deciding when and where to advertise on Bing is also easier for some.  
• Fourth, when you advertise with Bing, your ads will appear across the Microsoft Advertising Network. Search Ads have the option of appearing on sites such as AOL, Yahoo, and DuckDuckGo. Alternatively, Audience Ads can appear on sites like MSN, Outlook, and other publisher partners. The best part? The average cost-per-click (CPC) on Bing ad networks tend to be lower than Google Adwords. 
• Fifth, Bing Ads offer improved device targeting. Advertisers can target specific audiences based on their device type and operating system (OS). Additionally, you can choose whether you want campaigns to be displayed on desktops or mobile devices. 
• Last but not least, Microsoft’s integration with LinkedIn ads has enabled unprecedented targeting options. Advertisers can now target specific companies, jobs, and industries. This is a key advantage for B2B businesses. 

• With artificial intelligence (AI), Bing offers more precise and personalised ad placement options for advertisers.
• As mentioned prior, Bing’s targeting is highly specific. It has the option to include demographic, geographic, and device-type targeting. 
• Bing supports video content and automatically adjusts its ads to work for various screen sizes and device types. 
• Want to look for something via an image? Bing allows for visual search. 
• Bing has better analytic and reporting capabilities that can provide more insight into your campaign performance. 
• Bing allows you to include affiliate links within your ads. 
• Microsoft’s smart shopping campaigns automatically adjust your bids and ad delivery to optimise your campaign. 

Keen on setting up a successful Bing ads campaign? Here’s how we do it at Mojo Dojo. 

1. We start by helping you define your objectives. What do you want to achieve from your Bing ads campaign? This is important because it will influence every other aspect of your Bing ad campaign. 
2. Next, we conduct keyword research. Keywords are the core of any PPC campaign. We find keywords that are relevant to your business and its product/services. If you’re running or planning to run an ad campaign on Google, the selected keywords might be significantly different due to Bing user’s specific demographics and search queries. 
3. Now we help you organise your campaign. We segment your campaign via different product lines or services and create ad groups that will target specific audiences. This improves the reach of your campaigns and the chances of your clicks turning into conversions. 
4. If you need us to, we will craft compelling ads and ad copy that will engage your target audience. We’ll make sure that each crafted ad contains clear CTAs to your website and/or social media to drive traffic. 
5. It’s time for you to set your budget and bids. We’ll help you decide on the best budget based on your campaign's goals. 
6. Lastly, we’ll conduct constant monitoring of your ad campaign and adjust our strategies to meet new key performance indicators (KPIs). 

Google is not the only search engine worth investing in. If you’re looking for a cost-effective or highly targeted advertising option for your business, Bing Ads is a good option. Our paid ads specialists understand the benefits of the platform and will personalise your Bing ad campaigns to your exact needs.