Should I use Bing Ads as Well As Google Ads?
Ok let’s be honest; when it comes to PPC advertising, Google ads are certainly the giant of the ads world. I bet you’ve never said the phrase, “I’ll just Bing that”
But Bing Ads (well, actually, Microsoft Ads, if we are going to be accurate) can help advertisers reach new audiences and compete in the SEM space.
But should you use it alongside Google Ads? The answer depends on your business goals and audience.
We explore some key reasons why you might want to consider adding Bing Ads to your marketing strategy.
Microsoft Ads - Reaching a Different Audience
While Google dominates the search engine market with a global share of over 90%, Bing still holds a significant portion in specific regions and demographics.
According to Microsoft, Bing currently powers 36.2% of desktop searches in the US, accounting for 6.4% of the global search market.
Bing users tend to be:
Slightly older, with over 40% of users aged 35 or older.
They are more likely to have higher household incomes, with nearly 40% of Bing users earning over $100,000 annually.
If your business targets an older, more affluent demographic, Bing Ads could provide access to a wider share of that audience. So if you target an older, affluent audience, adding Micosoft ads to the mix might be just what you need to get to those harder to reach audiences.
Lower Competition, Lower Costs
One of the major advantages of Bing Ads is that it generally has less competition than Google Ads. This often results in lower cost-per-click (CPC). Research has shown that Bing’s CPCs can be up to 33% lower than Google Ads, meaning you may get more bang for your buck.
If you find yourself competing in a saturated Google Ads space where the CPC is rising, running parallel campaigns on Bing could help stretch your budget further. For businesses looking to get more clicks or impressions within a fixed budget, Bing Ads might provide the perfect solution.
Leverage the Microsoft Ecosystem
Bing is more integrated than you might think. It powers searches for Yahoo, DuckDuckGo, and is deeply embedded in the Microsoft ecosystem through platforms like Windows, Cortana, and Office. In fact, Microsoft estimates that its ad network reaches over 1 billion people globally, across these platforms.
If your audience uses these platforms, or if you want to ensure your ads reach across a broader network of search engines, Bing Ads is a strong choice. By diversifying your ads across platforms, you can expand your reach without relying solely on Google.
Easy Campaign Management
If you're already running Google Ads campaigns, you’ll be happy to know that Bing Ads is similar in structure and interface. In fact, you can import your Google Ads campaigns directly into Bing Ads, allowing you to manage both platforms without creating separate campaigns from scratch.
This streamlined process means you can experiment with Bing Ads without a significant time investment. You can copy over your successful Google Ads campaigns and adjust them based on Bing’s performance metrics.
Increased Ad Reach
While Google certainly dominates the search engine market, Bing still captures a notable portion, especially in regions like the US, UK, and parts of Europe. By only advertising on Google, you may be missing out on a chunk of search traffic that Bing controls. In the US alone, Bing handles 12 billion monthly searches, offering a substantial opportunity for businesses that want to diversify their ad reach.
Using both platforms increases your total search engine reach, helping you connect with a wider audience. Bing Ads also has a higher ad click-through rate (CTR) on desktop searches, making it an appealing option for campaigns targeting desktop users.
Things to Consider:
Budget: Running both Google and Bing Ads requires a larger budget. You’ll need to decide whether your current budget allows for testing both platforms.
Performance Tracking: It’s important to track performance metrics separately for each platform. Just because a campaign performs well on Google doesn’t mean it will on Bing, and vice versa. Make sure you monitor conversions, ROI, and other key metrics.
If your goal is to maximise your ad reach and find cost-effective ways to connect with your audience, Bing Ads can be a valuable addition to your marketing strategy. While Google Ads should likely remain the foundation of your paid search efforts, adding Bing Ads to the mix allows you to diversify, reach new audiences, and potentially reduce costs.
Should you use Bing Ads as well as Google Ads? In many cases, the answer is yes—especially if you're looking to expand your reach and optimise your budget. By running campaigns on both platforms, you can cover more ground, test new strategies, and fine-tune your advertising performance.
