Bing Ads (now Microsoft Advertising) is Microsoft’s online advertising platform that allows you to display ads on the Bing search engine and its partner websites. It offers a similar pay-per-click (PPC) model to Google Ads with the purpose of reaching a wide audience across different devices.
Originally MSN adCenter, it was launched in 2006 and rebranded twice: once in 2012 to Bing Ads and once in 2019 to Microsoft Advertising. Over the years, the platform expanded its features and capabilities to provide advertisers with more targeting options and improved ad performance.
While Google Ads dominates the PPC arena, Bing Ads has emerged as a viable alternative, especially for B2B marketers aiming to diversify their ad spend and tap into new audiences.
With digital marketing strategies increasingly relying on data-driven decisions, exploring platforms beyond the conventional choices can offer significant advantages. But is Bing Ads worth the investment?
Understanding Bing Ads
Bing Ads offers the opportunity to display ads across the Bing search engine, as well as its partner networks including Yahoo and AOL (and their subsidiaries).
A multifaceted approach not only broadens the scope of visibility but also has you tapping into diverse audience segments that might be less saturated than Google’s network.
The platform’s reach is significant, with Bing handling approximately 13.9 billion searches monthly and attracting 100 million daily active users. While Google dominates with 91.56% market share compared to Bing’s 3.01%, Bing has carved out a unique niche – notably, 44 million desktop searchers exclusively use Bing for their searches.
The Technological Backbone of Microsoft Advertising
While Bing Ads might seem like a smaller player in the world of PPC, its technological development tells a different story. Despite (slightly) falling short to Google ads in terms of features, Microsoft has invested heavily in creating a sophisticated advertising platform that goes beyond simple ad placement.
Advanced Machine Learning Algorithms
Microsoft’s advertising technology uses advanced machine learning algorithms that analyze user behavior with remarkable precision. These algorithms process billions of search queries and user interactions, creating nuanced audience profiles that enable more targeted advertising experiences.
Consider the numbers: Microsoft Bing holds approximately 7.73% of the market share in the United States and 3.38% worldwide – and continues to grow. The numbers may seem modest, but it represents millions of users whose data contributes to increasingly sophisticated targeting capabilities. The platform receives 1.2 billion visits monthly and, interestingly, generates 26% more branded searches than Google – suggesting a highly engaged user base.
Cross-Platform Intelligence
One of Bing’s unique strengths lies in its ability to integrate data across Microsoft’s extensive ecosystem. From LinkedIn professional networks to Xbox gaming platforms, Microsoft can offer advertisers unprecedented insights into user behaviors and preferences.
Target Audience and Reach on Bing Ads
Demographic Insights
Bing Ads typically attract a young adult/mature audience, with 25.74% of users between the ages 25-34 and 23.39% between 35-44 – the two age groups where we find most decision makers, a huge advantage.
Geographical Targeting Options
Similarly to Google Ads, advertisers can target specific locations with Bing Ads, allowing for precise geographical targeting based on factors like country, region, city, and even radius targeting around a specific location.
Cost and ROI Analysis of Bing Ads
Pricing Structure of Bing Ads
Bing Ads operates on a standard PPC model, where advertisers only pay when users click on their ads. The cost varies depending on factors like industry competitiveness, keyword relevance, and ad quality.
Measuring Return on Investment (ROI)
To calculate the ROI of Bing Ads campaigns, advertisers can track key metrics like click-through rates, conversion rates, and cost per acquisition. Analyzing three simple data points can help determine the effectiveness of ad spend on the platform.
The Numbers
The numbers speak for themselves: Bing Ads boasts an impressive average click-through rate of 2.83% – which is 50% higher than Google Ads’ 1.91%. Combine this with an average cost per click of $1.54 (33% lower than Google Ads) and you can see how Bing Ads is becoming more and more attractive.
Future Trends in Search Engine Advertising
The Evolving Search Landscape
Search engine marketing is no longer just about keywords and clicks, and truth be told, it hasn’t been for quite some time. The future points toward an even more immersive, context-aware advertising experience so you can anticipate user needs before they’re explicitly expressed.
Emerging technologies are transforming how advertisements are served:
- Contextual AI that understands user intent beyond surface-level keywords
- Adaptive ad formats that change based on user device and browsing context
- Privacy-first targeting methods that respect user data protection
Bing Ads vs Google Ads
If Bing Ads and Google Ads were in a high school yearbook, Bing might be the underrated but secretly talented musician, while Google is the popular kid who excels at everything.
Bing Ads may not have Google’s massive reach, but it can still rock your advertising world with lower competition and potentially lower costs per click. Plus, it’s very likely your ad will stand out among Bing’s search results, like a unicorn in a field of horses.
Cost-Effectiveness and ROI
Among the most compelling arguments for Bing Ads is cost-effectiveness. As per the stats above, advertisers usually experience lower cost-per-click (CPC) rates on Bing compared to Google, which can result in a more favorable return on investment (ROI). This is particularly advantageous for small to medium-sized enterprises (SMEs) with constrained budgets, allowing you to effectively compete without breaking the bank. Lower CPC rates means you can stretch your advertising budget further, reaching more potential customers for the same investment.
Additionally, the reduced cost structure of Bing Ads can account for more frequent testing and optimization. Which ultimately means better fine-tuning of campaigns without the financial pressure associated with higher CPCs.
Competition Dynamics
The competitive landscape on Bing is generally less saturated. You can expect higher ad visibility and better positioning compared to You-Know-Who. For niche markets, Bing Ads can offer a strategic edge by allowing them to capture a share of voice that might be unattainable for some.
With fewer advertisers vying for the same keywords, you have a greater opportunity to stand out and connect with your target audience.
Moreover, less competition can translate into higher quality traffic, as your ads will be seen by those genuinely interested in you, leading to improved engagement metrics and higher conversion rates, further enhancing the value proposition of Bing Ads.
Integration with Microsoft Ecosystem
Bing Ads seamlessly integrates with the Microsoft ecosystem, including Yahoo, AOL and LinkedIn, providing advertisers with advanced options for various audiences. If you’re a B2B marketer, this integration is particularly beneficial as it allows for precise targeting based on professional demographics, such as job titles, industries, and company size. LinkedIn’s extensive professional network can offer unparalleled insights and access to decision-makers, enhancing the effectiveness of B2B marketing campaigns.
General Audience
What makes Bing Ads the cool kid you want to hang out with? Well, for starters, Bing users tend to be wealthier, so if your target audience falls into that demographic (hello, luxury beach chair retailers), Bing Ads could be your golden ticket.
The platform’s value proposition is further strengthened by user behavior data: according to Microsoft Advertising, 32% of Bing searchers spend more online than the average internet user, making them a particularly attractive audience for e-commerce businesses.
Lookalike/Similar Audiences
With Google, you’ll need a demand gen campaign to set up lookalike audiences. Bing Ads takes a more straightforward approach, making ‘similar audiences’ (their version of a lookalike audience) automatically available across every retargeting campaign.
It’s like having a friendly wingman who’s always ready to introduce you to potential new customers who look just like your existing fan base.
Tips for Success with Bing Ads
Optimizing Ad Copy and Keywords
Bing Ads works on a similar model and algorithm to Google Ads. However, just like the organic results, there are a few core differences you need to get into before you simply replicate your Google Ads strategy for Bing. Either way, we always recommend working with a certified partner to take care of your paid advertising needs.
When it comes to writing ad copy for Bing, think of it like creating a dating profile – be clear, be enticing, and highlight your best features (figuratively speaking). Use relevant keywords that your target audience is likely to search for, and don’t forget to include a strong call-to-action to seal the deal.
Make Use of Bing Ads Features
Bing Ads has some nifty features that can give your campaigns a boost, like ad extensions that allow you to add extra information to your ads, like site links or call buttons. Make sure to explore all the tools Bing Ads offers to make your campaigns shine brighter than a disco ball at a party.
The Verdict
Is Bing Ads worth it? The answer is increasingly yes. It is definitely not the first choice many marketers consider for themselves and their clients. However, its technological sophistication, precise targeting capabilities, growing market presence and integrations make it a compelling option for forward-thinking advertisers.
The platform goes beyond simple ad placement. It offers a nuanced, intelligent approach to digital marketing that can provide significant advantages for businesses willing to explore beyond conventional advertising channels.
Your advertising success depends on understanding the unique strengths of each platform. Bing Ads represents not just an alternative, but a strategic complement to your existing digital marketing efforts.
Team DevriX
This article is crafted by DevriX's seasoned marketing team, boasting over four decades of collective expertise in crafting sophisticated marketing funnels, devising comprehensive content frameworks and pillars, implementing engaging email campaigns, and creating impactful social media content designed for scalability.
Our marketing experts specialize in the complete spectrum of inbound marketing strategies. As an accredited HubSpot Agency Partner and a Semrush Partner, we engage in meticulous research, blending our extensive experience with the unique insights of our highly skilled team.
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