5 Reasons to Use Bing Ads in the UK
It is not uncommon to see digital marketing agencies offer PPC services for Google Ads – and Google Ads alone.
The striking thing about this is that it ignores Bing Ads, a paid search platform that can rival Google for ROI despite reaching a decidedly smaller market. Before you write it off because of its small reach, remember that these are users who you cannot reach on Google!
The bias against Bing is probably inherited from years ago when the platform was cumbersome to navigate and had a smaller reach. But oh how times have changed! Here are five undeniable reasons to advertise on Bing in the UK, presented in the popular Q and A format.
Question #1: Is Bing Cheaper than Google?
Google is awash with ad dollars and competition, for everything from popular industry keywords to branded keywords. Even if you operate in a niche market you are bound to face stiff competition for your high-conversion keywords. Bing, on the other hand, offers the chance to land those coveted keywords for less. Research into ROI on both platforms indicates that Bing has much lower cost-per-click (CPC), which mean you can target and land higher volume keywords.
What about ad coupons?
Another financial benefit to advertising with Bing is the ad coupon incentive. Advertisers in the UK can receive 100 pounds for every 20 pounds spent on paid search. Nice one Bing!
Question #2: How large is the Bing network?
Answer: Large, and getting larger.
Bing is owned by Microsoft, and the tech service company has not shied away from competing with Google for search traffic. To that end, the Microsoft/Bing network includes Yahoo and AOL search platforms. All told, there are roughly 960 million monthly searches in the Bing network across the UK, representing nearly 25% of the market share. Access to cheap keywords + ¼ of the search market? Yes please.
Question #3: Is Bing actually expanding
Answer: Yes. Bings network has grown steadily over the past five years. Data indicates steady growth in market share from 6% in 2014 to 7% in 2018, which includes a spike to 11% as recently as January, 2018. Over the same period, Google’s market share has dropped from 89% to 84%.
One of the reasons why we – amongst many – are confident that Bing will continue to take more of the search market is that Microsoft has launched a mobile phone product in the UK. As mobile phone usage continues to become the primary search platform for users, we expect to see Bing carve out a substantial portion of this market. There is no doubt that the recent EU fine levied against Google for questionable mobile phone software dealings will help Bing.
Question #4: Can I integrate Adwords into Bing?
A lot of small and medium sized business owners probably have customer data gathered from campaigns on Google Ads. There is no need to silo off your paid search campaigns if you don’t want to, as Bing allows for swift and easy integration of Google Ads data. It is important to note that certain metrics – like the Quality Score, for example – are different for each platform and do not translate. But this should not be an issue because once you get Bing campaigns up and running you have plenty of fresh data to work with based on search behaviour on the network.
Question #5: Does Bing have the same measuring tools as Adwords?
Answer: Yes … but there is more to it.
You don’t need to learn a new marketing vernacular to get the most out of Bing Ads.
Bing has many of the same features as Google Ads. Behavioural metrics like location targeting, device targeting, click-through-rate, and universal event tracking are all available to you. There are also robust automation metrics that help you bid and target ads with more accuracy than human logic could devise.
But you can do more with Bing than just mimic your Google Ads strategy. There are some unique features that we love showing off to our clients. For example, let’s say you wanted to include direct links in your ads that take the searcher right to the conversion page (skipping the landing page entirely and shortening the buyers conversion page). You can do this via Sitelink or Structured Data extensions in the ads, and they work a charm.
So should I advertise on Bing Ads?
Despite what some digital marketers will tell you, advertising on Bing should be a top priority for your business. With rising market share and a robust advertising platform that integrates with Google and is powered by top-notch machine learning software, the days of casting Bing off to the side are long gone. The only question remains whether you want to take advantage of the resources available to you or not!