Let’s admit it: it’s always easy to ignore the potential of something you don’t know a ton about. When it comes to technology, if you’re a heavy Google user, you’ve probably not devoted enough time to thinking about what the other Search Engines can be doing for you. The truth is, when it comes to Digital Marketing, you need to have plenty of options when it comes to Paid Search Advertising.
Bing’s a platform you don’t really want to be ignoring… unless you’re cool with you and your Small Business missing out on a ton of opportunities. If you’re thinking about your Paid Search in terms of which platform to use, you’re doing it all wrong! Sure, starting with one platform makes perfect sense, but you need to be diversifying as much as you can reasonably afford. Below we talk through some of the comparative advantages of Bing Ads.
It’s easy to set up
As a Small Business Owner you probably don’t have hours to be sinking into your Digital Marketing Strategy. If you dig Google Ads because of the ease of use, we have some great news for you: Bing is mega easy. There’s not a whole lot of new stuff to learn - and the interface is probably as simple as software can be these days.
To start your Bing Ads, you only need an e-mail address to register. Once you’ve completed your registration you’ll just need to supply the required contact information like Business name, first and last names, etc. If you don’t know this it’s a small wonder you’ve managed to get your Business to this point.
If you’re already doing Google Adwords, it’s almost suspiciously easy to set up a Bing Ads account. As part of their pretty agressive drive to recruit existing Google Ads users, Bing will let you import your entire Google Ads campaign directly into their software. No messing with keywords, ad groups, ad copy, or anything else.
It’s cheaper on Bing
Because Google has gotten pretty crowded with prospective Advertisers across almost every industry, as a rule of thumb it costs more to Advertise on their platform than it does on Bing. Although judging the figure exactly is a pretty imprecise science, most experts seem to agree on the fact that your average cost per click on Bing is about two-thirds of what it would cost on Google. When used correctly, Bing can generate you more visitors to your site per dollar than Google.
However, if you’re thinking to yourself that Bing’s so affordable because nobody uses it then you’re dead wrong. Yer, fair enough, they’re the second biggest Search Engine. BUT, you need to reconsider whether that’s really such a terrible position to be in.
Bing users spend more
Another advantage of Bing is the pretty unique userbase it has. Bing Ads usage is most common amongst the 55-64 age group - probably because of the hordes of electronic devices that are still produced with Windows as their default operating system. As a result, your average Bing user has an increased level of disposable income compared to your average Google user. Have a think about who buys your products and then ask yourself if getting in front of a higher proportion of older (and in all likelihood spectacled) eyes is such a bad thing.
What’s stopping you?
If you want to grow Online you need to be investing in Online. It’s a simple equation. If you’ve experimented with Google Ads and seen some success, that’s great. We believe it’s one of the most potent Advertising tools in the world. However, we also believe that your Business needs a range of lead generation mechanisms to survive. Bing should be high up on the list of potential tools for any Small Business Owner.