What are Bing Ads?
Bing Ads (Bing Ads) was formerly known as Microsoft adCenter and MSN adCenter before Microsoft's Search Engine 2009 in Bing renamed was. Bing Ads is for Bing what Google Ads is for Google. It is the PPC (pay-per-click) Advertising platform for advertisers who advertise on both Bing and Yahoo! search engines.
Although Bing and Yahoo! are not nearly as popular as the King of Search Google, people still actively search on these sites. That brings Bing Ads to take a look at advertisers. Depending on the niche, it might even make more sense to invest in Bing than in Google Ads. Since Bing is the less popular Search Engine is, the advertising - depending on the keywords you want to target - can be cheaper.
Like Google, Bing ranks both organic and paid search results. The organic SERP's are where websites are ranked. Because it can take some time to rank organically in a search result in Bing or Yahoo!, ads are another option for website owners.
How do Bing Ads work?
This is the platform that you can use to display ads in the Bing-.Search Engine to switch, similar to Google Ads for Google. But don't underestimate Bing; the Search Engine still has a significant market share, especially in the US and UK. And in some industries and demographic groups, Bing can deliver even better results than Google.
How does the whole thing work? Very simple: You create a Bing Ads account, set your keywords you want to be found for, and then create your ads. The ads are displayed above or below the organic search results, depending on how much you're willing to pay and how relevant your ad is.
An important aspect of Bing Ads is the Auction model. So you specify how much you want to pay per click (CPC) at most. When someone searches for one of your keywords, your ad enters an auction with other ads that are bidding for the same keyword. Keyword bid. Whoever wins the auction in the end will have their ad placed.
Concrete examples? Sure. Let's say you run an online store for handmade soaps. You could run ads for keywords like "buy handmade soap" or "organic soap online". Now when someone types those keywords into Bing, your ad has a chance to show up at the top of the page, and you only pay if someone actually clicks on your ad.
Another plus: Bing Ads often offers cheaper CPCs than Google, simply because there is less competition. That means you could get more for your money.
In short: Bing Ads is a serious alternative to Google Adsdepending on the target group you want to reach and how high your budget is. It's worth trying both and comparing the results. Often, a combination of the two platforms is the best way to reach your Range maximize and get the most out of your budget.
How do I use Bing Ads?
The entry is quite similar to Google Adsbut of course there are some peculiarities you should know.
Step 1: Create an account Log in to Bing Ads or create a new account. If you already have a Microsoft account (e.g. for Outlook or Xbox), you can use the same account.
Step 2: Create the campaign At Dashboard you select "New campaign". You will then be asked what your main goal is: website visits, conversions, etc. Choose here according to your business goal.
Example: If you're an online store for hiking boots, your goal would probably be "conversions."
Step 3: Select target group and location Now it's getting geographical. Where is your target group? Only in Germany or also internationally? You can specify this pretty precisely.
Step 4: Budget and bids Set your Daily budget and decide how you want to pay for clicks. You can set manual bids or let Bing take control (automatic bidding).
Example: If you're just starting out, set a daily budget of maybe 20 euros and choose manual bids. This way you keep control.
Step 5: Keywords Time to choose your keywords. Bing Ads has its own Keyword-Plannerwho can give you suggestions.
Step 6: Write display Now comes the creative part. You need to create a headline, ad text and the visible URL Enter. Be as precise and appealing as possible.
Example: For the online hiking shoes store, you could write "Top Quality Hiking Shoes - Comfortable & Durable" as the headline.
Step 7: Check and start Before you start the campaign, check all the settings. Then click on "Start campaign".
Step 8: Analysis Bing also offers Analysis tools. Track how your ads are performing and make adjustments as necessary.
Conclusion: Bing Ads are not difficult to set up, but they need as much care and attention as Google Ads. The lower competition can be an advantage for you, so take the chance to experiment with a smaller budget and stay one step ahead of your competition. Just give it a try!
For which companies are Bing Ads suitable?
let's go through for which companies Bing Ads compared to Google Ads could make sense. There are a few special situations and industries where Bing Ads can really score points.
1. smaller budgets: If you're on a budget, you could Bing Ads be a good choice. Because fewer people are advertising on Bing, the Cost per click (CPC) often lower than on Google. So you get more clicks for your money. Example: You have a start-up for sustainable outdoor clothing and your marketing budget is limited. Bing Ads could offer you more for your money.
2. older target group: Bing is often used by an older target group. If your product or service is particularly interesting to people over 45, then Bing might be a good choice. For example, if you sell orthopedic shoes.
3. USA and Great Britain: Bing has a higher market share in the US and UK than in many other countries. If those are your target markets, take a closer look at Bing. Let's say you sell tax return software specifically for the US market; then Bing would certainly be worth considering.
4. E-commerce with special products: Bing Ads often shows better results for niche products. Assuming you sell specialized fishing accessories, Bing might well be the better platform because there is less competition.
5. if you are already at Google Ads are successful: When your Google Ads campaigns go well, why not use the Range expand? You can use your proven Google Ads campaigns often with just a few clicks to Bing Ads copy
In summary: Bing Ads is not a "one-size-fits-all" solution and should not be viewed simply as Google's "little brother. It has specific strengths that can be extremely useful for certain companies, target groups and markets. So if you're smart, you'll review both options and then choose the mix that best fits your needs.
Big Ads & Google Ads Comparison
let's go over what Bing Ads and Google Ads from each other. Both are search engine advertising platforms, but there are some key differences you should know.
|Category||Bing Ads||Google Ads|
|Target group||Older target group, mostly in the USA||Global, all ages|
|CPC||Often lower due to less competition||Usually higher, more competition|
|User interface||Mostly easier for beginners||Can be complex, but more functions|
|Ad placement||Appears in Bing, Yahoo and AOL||Appears in Google and partner sites|
|Device targeting||More control over different types of devices||Optimized by default, less control|
|Transparency and control||More transparency for partner websites||A little less transparency|
|Keyword-Research||Good tool, but less data||Comprehensive tool with wide data set|
1. target group: As already mentioned, Bing pulls a somewhat older target group an. So if you have a product for this age group, Bing might be a good choice. Let's say you sell a special tea set that is especially popular with older people.
2. cost per click (CPC): At Bing the CPCs often lowerbecause there is less competition. This means you could get more for your money. For example, if you have a small restaurant in a big city and want to get more local exposure for less money.
3. user interface: The user interface of Bing Ads is Google Ads quite similar, but many find them somewhat easier to use. It's subjective, of course, but if you're having trouble with the Google Ads interface, Bing could be a pleasant change.
4. ad placement: Bing Ads appear not only in the BingSearch Enginebut also in Yahoo and AOL. This extends the Range a bit and could be interesting for certain brands and products.
5. device targeting: Both platforms offer Targeted advertising for different devices, but Bing gives you more control over ad settings for different device types.
6. transparency and control: Bing offers in some cases more transparency and control in terms of the partner sites where your ads appear. If it's important to you to know exactly where your ads will be placed, this could be a plus for Bing.
7. Keyword-Research: Google has a broader data set for Keyword-Research, but Bing also has its own tools that can be useful, and sometimes even provide better keywords because they come from a different target audience.
Conclusion: Bing Ads and Google Ads both have their advantages and disadvantages. The decision between the two - or the decision to use both - should be based on a number of factors, including target audience, budget and specific marketing goals. It's definitely a good idea to test both platforms and then decide which one is best for your specific needs.
How have CPC prices developed at Bing Ads and Google?
Let's start with Google Ads an. In recent years, the average CPC (cost-per-click) has increased to Google Ads tends to increase. This is mainly because competition has become stronger. More companies are investing in online advertising, and since Google Ads the largest Range has, prices naturally rise. For example, CPCs in highly competitive industries such as insurance or law could be well over 20 euros.
At Bing Ads the situation looks a bit different. Competition is less intense here, and CPCs are generally lower. A similar Keyword, which is based on Google Ads 20 euros could cost at Bing Ads only cost 15 euros. But prices at Bing have also risen in recent years, just not as much as at Google.
Why is that? One reason could be that Bing has an older and more affluent target group in the USA. Fewer clicks, but perhaps more conversions. Also, Bing has less competition, so prices are lower. So in highly competitive industries, Bing could definitely be worth a look.
What the Annual development Regarding: It's hard to give exact numbers, because the CPC also depends on factors like quality of the ad, landing page and Keyword-Relevance depends. But roughly speaking, over the last five years you could see an increase of about 10-20% in Google Ads and 5-10% at Bing Ads have noticed.
Google Ads is more expensive but has a wider Range, while Bing Ads is often less expensive and can be very effective in specific markets. Depending on your budget and goals, a combination of both may make sense.
Conclusion about Bing Ads
Bing Ads is definitely the underdog when it comes to search engine advertising, but that's exactly what can sometimes be the advantage. Because fewer people Bing Ads use, is also the Competition usually lower. That means you could really save on cost per click (CPC) compared to Google Ads.
Example: Let's say you sell outdoor gear and the CPCs at Google Ads are too high for you. At Bing Ads you could reach the same target group for a fraction of the cost due to less competition.
While Bing does not have the Range of Google, but it is not to be neglected. Older target groups or people who use a PC often use Bing, as it is the defaultSearch Engine in many Microsoft products.
The Scope of functions at Bing Ads is also quite similar to Google Ads. You have Keyword-Planner, different ad formats and so on. In some aspects, such as customer support, Bing can even be better than Google.
Where it hangs up is the Range. If you have a very specific target audience or work in a small geographic area, you could Bing Ads may not work so well for you. In that case, you're better off with Google.
Bing Ads is a legitimate, often less expensive alternative to Google Ads, which can actually be more effective in certain markets and for certain target groups. You shouldn't rule it out just because it's smaller than Google. It can be a great addition to your marketing mix and allow you to use budget more efficiently. Consider whether your target audience and product might fit what Bing has to offer, and give it a try. In the advertising world, diversification is rarely a bad idea.« Back to Glossary Index