5 Reasons Why Bing is the Best Deal in Paid Search - ymarketing
5 Reasons Why Bing is the Best Deal in Paid Search

Why Every Marketing Program Should Take Full Advantage of PPC Advertising with Microsoft

According to comScore, the search alliance of Yahoo and Bing combined represent 30% of the U.S. online search market. Bing not only serves its search results on Yahoo!’s portal, it also has 14.1% search share itself. Bing’s search share percentage is rising fast (in April of 2010 Bing had 9% of search market), and digital marketers are taking note. This blog points out why marketers should funnel as much PPC budget as they can, or as much as its network can handle, toward Bing.

Bing Search Share April2011Of course, Google is still the dominant force in search for North America and to ignore Google in favor of Bing would be a foolish strategy. But almost as foolish is ignoring Bing. If you are one that’s pushed Yahoo! and/or Bing aside over the past few years here are some reasons and approaches for taking full advantage of this 30% market share through Bing PPC.

 

1.      Bing CPC Cost Less

The main reason to have an ad campaign on Bing is that PPC ads with the same keywords cost far less than they do on Google. That means you can get a much better rank for a competitive (and effective) keyword phrase for less or the same pay per click rate than you get on Google. Of course every keyword and client differs, but here are just a few examples of recent keyword CPC costs we’ve experienced with our clients on Bing versus Google PPC (all Avg. Pos 1).

Keyword

Bing CPC

Google CPC

Bing Savings

mens boardshorts

$0.48

$1.35

64%

labor laws

$0.96

$3.30

71%

medicare supplement insurance plans

$5.99

$11.58

49%

You may argue that fewer people see your ads on Bing, and that’s true. But since you are paying per click, you have a much better chance of getting lower costs per lead or conversion from Bing.

 

2.      Bing-Google Ad Platform Similarities

We’ve conducted many tests on Google and Bing and find that keywords that work best on Google have similar results on Bing. The fact that search behavior is pretty much the same in both search engines is something we take full advantage of for our clients. And here’s how we do it:

  • Do all of your testing on Google first. Since Google has the volume and is better at monitoring click fraud, you can find out more quickly what keywords are your best drivers and what kinds of landing pages create the best conversions.
  • When you are satisfied with the results, take your findings over to Bing and watch your cost per conversions go down and your ROI go up.
  • Bing actually encourages this by making it easy to import your Google campaigns directly into Bing.

 

3.      Recent Bing Platform Improvements

One of the things we did not like about Bing was how it controlled the daily budgets. With Google, you can limit the amount of dollars you spend, both daily and monthly. Once you reach your limit, you can then see what you missed out on. This way you can determine whether to increase your daily amounts for specific keywords or not.

However until recently, on Bing marketers had a daily budget option that spread out dollars throughout the day. This made your PPC ad show up less often during searches but budgets would last longer during the day. We call this “throttling” and we don’t like it. One of the values of PPC is that it offers impressions to searchers, and impressions are free. We’d rather have the ads up all of the time and when they reach their daily limit, they disappear.

Bing recently made some welcome changes to its daily budget options. Now you only need specify how much you want to spend each day. The adCenter system then determines your monthly maximum amount.  While the problem of throttling ad impressions or experiencing a “budget pause” status on a campaign is still an issue, the benefit of the new change is a lesser daily commitment requirement for budget.

 

4.      Greater Ad flexibility on Bing

    Some people don’t like the limits that Google places on PPC ads. Google has a 25 character title limit while Bing and Yahoo! have a 40-character limit. Anything that gives you more flexibility in advertising is a good thing. If you add those 15 characters and other “lazy” marketers don’t because they are simply using their Google ads, you may be able to gain a competitive advantage with better performing ads.

     

    5.      Sales and Conversion Rates

      There are those that claim that Google has better sales or leads per click rates, and others that say differently. It really depends on your business.

      What we have found for our clients is that retail companies tend to get better sales conversion rates with Bing. For our B2B companies, lead conversion rates are the same on Google as they are on Bing. But even so, if CPCs are 50-70% lower on Bing you can afford lower conversions and still have better acquisition costs on Bing.

      How about you? Are your PPC ads on Bing as well as on Google? If so, let us know what you’re finding.