Why Including Bing Ads in Your SEM Strategy is a Game-Changer
With Google dominating the search engine market share in most countries, advertisers often overlook or underestimate the power of Microsoft Advertising (formerly Bing Ads). However, incorporating Bing Ads into your SEM strategy is a smart move that can yield remarkable results. Here's why:
Diversification: It's always wise to diversify your advertising channels, and Bing Ads provides an excellent opportunity to expand your reach and tap into a different audience.
Higher impression share: Bing displays more ads above organic results, offering advertisers greater visibility and more real estate on the search engine results page (SERP).
Lower CPC: With more ad slots available on Bing and less competition from advertisers, the cost per click (CPC) tends to be lower compared to Google Ads, providing a cost-effective advertising solution.
Decent volume: The Bing network, including Bing, Yahoo, and AOL, holds a significant market share in various regions, such as 10% in the US, 5% in Europe, and 15% in China. These numbers translate to millions of users who may not be reached through Google alone.
Interesting search partners: Bing offers unique search partners that can contribute additional volume to your advertising efforts. Monitoring performance by publisher and making exclusions allows for better campaign optimization.
Reach an untouched audience: The Bing network has been found to over-index on users over 45 years old and females. By leveraging Bing Ads, you can effectively target these demographics and expand your customer base.
Seamless campaign replication: Bing provides a sync/import feature through its UI and Ads Editor, making it quick and effortless to replicate your existing Google campaigns.
Robust tools and support: While Bing may not be the largest ad network, it offers great tools and support to help advertisers optimize their campaigns and achieve their goals.
Growing momentum: Bing has gained significant momentum and daily active users since its integration with Chat GPT in February, making it an increasingly powerful platform for reaching your target audience.
Additional growth without sacrificing margin: Expanding into Bing can lead to a substantial increase of 10-20% or more in revenue and margin, offering a significant opportunity for business growth.
Don't limit your SEM strategy to Google Ads alone. Embrace the untapped potential of Bing Ads and unlock new avenues for success. By incorporating Bing into your advertising mix, you can diversify, reach new audiences, and achieve remarkable growth without compromising your margins.
