• Skip to main content
  • Skip to primary sidebar

Stuart Atkins MBA

Small Business Marketing

Schedule A Call
Search
  • Home
  • PPC Management
  • Services
  • About
  • FAQ
  • Books
    • Internet Marketing Book
    • Small Business Marketing Book
  • Speaker
  • Blog
  • Contact
You are here: Home / Advertising / Are Bing PPC Ads Worth the Effort?

Are Bing PPC Ads Worth the Effort?

November 12, 2019 by Stuart Atkins Leave a Comment

PPC Ads

If you equate PPC advertising with Google Ads, you’re not alone. Google certainly has the majority of the search market. But does that mean marketers should ignore other platforms and put all their advertising eggs in one basket?

No.

Well-crafted Google Ads campaigns are great for maximizing traffic and conversions, but there’s more than one way to get PPC to work for you while optimizing your advertising spend. Bing PPC ads offer unique advantages that set the Microsoft-powered platform apart, making it an attractive option, especially when partnered with Google Ads.

Bing PPC for Beginners

Bing Ads is Microsoft’s version of Google Ads. Your Bing ads are run on Microsoft’s entire network and its partner networks Yahoo and AOL. Just like Google Ads, Bing Ads run at the top, bottom, or side of search engine results pages (SERPs).

Four attractive reasons for jumping on the Bing wagon include:

  1. Its growing market share. With over five billion monthly searches being made on the Microsoft network, Bing’s U.S. market share is close to 36%, a healthy pool of potential customers you might not be reaching on Google.
  2. Higher click-through rates. Surprised? The average CTR on Bing across all industries is 2.83%. That’s about 50% higher than Google Ads. When broken down by industry, the advantage still holds. And Bing’s expanded text ads deliver a much higher return when compared to Google Ads.
  3. Improved cost-per-click. CPC with Bing, on average, is over 40% less than with Google. Yet Bing ads still deliver good conversion rates.
  4. Less competition. While Google Ads has command of the search engine market, the space is crowded. That means much more competition and higher bid costs. Since fewer advertisers use Bing, you get better ad placements and less comparison shopping which can lead to better results.

Other worthwhile benefits include improved device targeting, greater transparency, and increased control over things like assigning different ad campaigns to different time zones.

Creating Bing PPC Ads

Now that we’ve established the enormous potential of Bing Ads for your business, here’s how to get started:

  1. Go to the Bing ads signup page and create an account.
  2. Choose your basic settings, which can include importing your Google Ads campaigns.
  3. Research keywords before writing your ads; remember, your ads are only as good as your targeting.
  4. Create your ads.

Lastly, you’ll need to decide on a budget for launching your campaign. Bing Ads has a handy feature called “Get performance estimates.” This gives you a good insight into what results you’re likely to see from your budget. As you test results, you may need to play around with the location, keyword, or bidding options until you find the mix that fits your particular business needs.

How much you spend depends on a variety of factors but, in general, Bing ads cost less due to fewer competitive bids. Want to do a quick comparison between your Google Ads and Bing Ads pricing?

Look at how much each platform recommends you spend on a given keyword. It’s not a perfect indicator, but it will give you a good idea of the gap between the two.

Bing Ads as Part of an Overall PPC Strategy

When used in conjunction with your Google Ad campaigns, Bing Ads can increase your reach, appeal to an older and higher-income demographic, deliver lower CPC and higher CTR, and potentially better ROI.

Are Bing PPC ads worth the effort? In our opinion, yes; they’re a fantastic opportunity to generate leads at a relatively lower cost. That’s something in which all advertisers should be interested. Bing Ads and Google Ads compliment each other. Bing makes for a fantastic, strong layered approach to PPC. In one sense, they feed off each other. It makes for a multi-dimensional strategy that expands reach and audiences. All good for businesses and our clients.

Atkins Marketing Solutions is ideally positioned to help you leverage both Google Ads and Bing Ads to build PPC campaigns that boost brand awareness while gaining a solid return on your marketing dollars. To learn how, contact us online today or call us at 714.904.4453.

Stuart Atkins

Share

Filed Under: Advertising, Pay Per Click Advertising Tagged With: Google advertising, PPC ads, PPC advertising

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

More Marketing Tips

PPC Agency Client Dynamics

SEO and PPC: What’s The Difference?

Case Study: PPC Lead Generation For An Innovative Global IT Company

PPC Case Study: More Calls, Store Visits and Sales For a Leading Marble & Tile Company

PPC Case Study: Large Swim School Dives Into Thousands Of Revenue-Driving Leads

PPC Case Study: Atkins Drives Leads For A National Carpet Cleaning Franchise

10 Tips For PPC Lead Generation Follow Up

Marketing Podcast: Good Marketing Is Matchmaking Not Manipulation

Coronavirus Marketing: 15 Tips For Small Business & Career Survival

PPC campaigns: 4 Ways to Beat the Competition Without Overspending

Are Bing PPC Ads Worth the Effort?

Why isn’t your PPC converting?

How does LinkedIn PPC work?

What 2022 Google Ads Changes Do I Need to Know About?

PPC Management and Ecommerce: Why you Need a More Advanced Strategy

How to plan, analyze, and improve your Google Ads

What is last-click attribution – Does it affect your PPC performance?

5 Expert Tips for Increasing PPC Landing Page Traffic

Is SEM the same as PPC? Understanding the nuances of paid search tools

5 Tips For Creating The Right PPC Advertising Budget

Categories

  • Advertising (50)
  • Analytics (2)
  • Book Reviews (2)
  • Business Ethics (6)
  • Consumer Behavior (3)
  • Creative Marketing (19)
  • E-Commerce (2)
  • Email Marketing (10)
  • General Marketing (58)
  • Green Marketing (1)
  • Internet marketing (49)
  • Marketing Communications (13)
  • Marketing Research (3)
  • Mobile Marketing (10)
  • Pay Per Click Advertising (39)
  • Podcast Interviews of Stuart Atkins (1)
  • PPC Case Studies (7)
  • Press Releases (1)
  • Principles of Marketing (11)
  • Product Management (10)
  • Product Reviews (2)
  • Public Relations (3)
  • Public Speaking (3)
  • Publishing (2)
  • Recession Marketing (12)
  • Small Business Market (9)
  • Social-media (28)
  • Story Marketing (3)
  • Stuart Atkins' Book (1)
  • The Brand Called You (9)

Atkins Marketing Solutions

constant-contact-partner_logo_horizontal_blue_orange_200px-wide

Copyright © 2025 Stuart Atkins MBA · All Rights Reserved.
Privacy Policy

Web Design by SLeinen · Log in