It’s easy to neglect Bing. Many agencies never even discuss Bing with their clients. Bing is often treated like the embarrassing person you avoid at a party. While advertisers need to use Google it’s not a good idea to totally forget about Bing and the potential success that can be achieved.
Depending on the product or service, it’s very possible to generate a good ROI on Bing. At PurePPC.com we have had several clients that have tested the Bing waters and achieved amazing results. Our PPC management team has generated conversion rates comparable if not better then Google. We have also increased monthly budgets and ROI. In one example, we have taken a client’s month spending from $200 to $8,000 in just a matter of months. This was accomplished through solid optimizations and testing to increase budgets while maintaining profitability.
Like any PPC initiative, it takes effort to tune your PPC campaign. This is no different when advertising on Bing. One misconception is that Bing has no traffic and that it’s not worth the time. I would argue that this is not always the case. Obviously, Google has the most traffic but Bing has proven that good quantities of traffic can be captured. You might be surprised how much available traffic exists for various products and services.
There are advantages to advertising on Bing. Google is saturated with advertisers. Often times Bing will have decent traffic coupled with less expensive average cost per clicks. Also, Bing has less stringent policies and is more flexible compared to Google. For this reason alone many advertisers have diversified their PPC portfolio by adding Bing to their mix. It’s never a good idea to keep all of your eggs in one basket.
Many times, Bing’s demographics are a good fit for advertisers. According to Comscore, the average age of people using Bing skews higher compared to Google. Bing has the largest share of the 45-54, 55-64, and 65+ age demo’s. Some products/services might be a better fit on Bing.
This Comscore data also illustrates that people are still using Yahoo search. Remember that Bing now powers Yahoo. Yahoo still has a nice chunk of the 18-24 demographic. This is a highly desirable segment of the market. By ignoring Bing you might miss out on reaching them.
Google is still the 800lb gorilla and is essential to profitable Pay-per-click management. Google should always be part of your PPC strategy. The point we are driving home is that Bing can also contribute to your success. Regardless of the PPC initiative it will require time and skill to generate desired results. This is true with Google and it’s also true with Bing. Both Google and Bing are scalable it just takes work to produce desired results.