While Google has long been the leader of the Search world, overlooking Microsoft Ads (formally, Bing) could mean missing out on a golden opportunity to extend your digital reach. Is it worth advertising on Bing? Here’s why Bing should be considered as part of your digital strategy.
Reach Niche Audiences
Bing tends to have a higher proportion of older users compared to Google, partly due to it’s integration with desktop and its default status on Microsoft devices, which are popular among professionals and older demographics.
In particular, Bing’s integration with LinkedIn is a game-changer for B2B marketing. This allows for precise targeting based on professional data such as job titles, industries, and company sizes.
Cost-Effective Advertising
With generally lower cost-per-click (CPC) rates and less competition, Bing is a more budget-friendly platform that doesn’t compromise on ad visibility. Bing allows for potentially higher ad positions at lower costs, making Bing a great option for businesses looking to maximise their advertising ROI.
Increase Local Search Presence
While Google My Business tends to dominate the local search conversation, Bing Places provides a complementary channel that can further increase visibility in local searches and on Bing Maps.
Diversification of Risk
Diversifying your search marketing efforts can reduce any risks associated with algorithm and market changes. By adding Bing, businesses can safeguard against potential volatility in search traffic.
It’s not a question of Google ads vs Bing ads. Google has incredible reach, however Bing shouldn’t be overlooked as it can extend your campaign reach by unlocking new audience opportunities, extending your local search presence, and contributing to a more cost-effective, robust, risk-managed marketing approach.
If you’d like to learn more about how we can progress your search strategy, please Contact us today.
