Bing: The Undervalued PPC Platform That Could Potentially Double Your Lead Volume

by | Feb 27, 2018 | PPC

Bing AdsI’ve recently highlighted the importance of diversifying your marketing efforts.

Today, I want to talk about an undervalued PPC platform that can potentially yield double the leads to your business with the simple click of a button.

I’m talking about Bing Ads.

Yes, that oft–despised search engine that, despite lack of popular appeal, manages to hold 33% of search volume… and that’s 33% of the market many of the Agora business are not tapping into.

Can you really afford to ignore 33% of potential customers?

According to ComScore, one third of the Bing Ads audience has a household income of $100,000 or more. Not to mention, they’re more likely to be in the 55–64 age bracket… the typical Agora target market.

And if that is not enough reasons for you to look into Bing yet, here are some other factors to consider:

First, Bing is not such a crowded marketing platform – unlike Google. This means less competition that can often lead to decreased costs.

In addition, Bing still offers side ad placements along with the top ads placements, which means there’s more screen space for your copy – better exposure! In fact, before Google changed their SERP layout and removed the side ads, I often found that the side ad spaces were more effective for my business than the first page top ad spaces.

If you think about it Bing offers you their premium real estate.

So far the benefits of using Bing cover audience (high income), placements (prime real estate), and costs (lower advertising cost), which all align with your marketing goals.

Sounds like a done deal, right?

However, the clincher for me is that you can import your Google campaigns into Bing with the simple click of the button.

With such an easy starting point, why wouldn’t you want to advertise on Bing?

I’ve spent several years working on the Bing Ads platform, and to be fair, there are a few elements you do need to be aware of.

For one, you’ll need to keep your eye on deliverability metrics. In the past, I’ve noticed that with Bing Ads, my deliverability suffered. The deliverability was a result of email addresses that could be traced back directly to leads that came in via Bing Ads.

But if your list hygiene is up to scratch, this shouldn’t be a major sticking point.

In fact, this is solid advice, period. Make sure you’re sweeping unengaged subscribers to a re–engagement IP regularly and cleaning them off your file. You don’t want to be caught deal with a spam trap.

Beyond hygiene, Bing’s smaller market share means your volume of leads may be lower. In practice, this means that you want to start with the Googles of the world and then diversify into Bing when you’re already seeing success.

The truth is, even though Bing has lower market share in general, it still is a very valuable market share.

But if you’re really pressed for resources, it’s a simple trade–off to import your Google campaigns directly to Bing.

You’ve pulled the trigger and started up your campaigns in Bing Ads. Now, what can you do to get the best performance out of them?

I know, I said it was a “one click” opportunity… and if you’re really pressed for time but want to diversify, it still is because you can import directly from Google AdWords and let the campaign run as–is.

However, if you want to maximize your performance on Bing, the following tips will help you do just that:

  1. After you’ve imported your campaign(s) from Google, take a few minutes and go through your negative keywords list.Bing Ads does not allow broad match negative keywords. So you’ll want to review your search terms and create your negative search terms list.But don’t go overboard. Remember that you may be reaching a different audience, which may be searching in slightly different ways. So, optimize for Bing searches, not for Google searches.
  2. With a different audience, there may be different ad creatives that perform well. You want to start with your best performing ads from Google, to be sure, but pay attention to what’s working over time with Bing.A different message might get a better response in Bing than it does in Google.
  3. Finally, customize your bidding to Bing. Your bids on Google may be too high or too low for the same keywords on Bing.

I think you’ll find, once you’ve gotten your campaign(s) up and running, that Bing offers a valuable source of leads and an additional revenue stream for your business.