Should You Be Advertising on Bing?
As a result of Google’s having a massive market share in the UK; Google currently accounts for 81% of desktop searches and 96% of searches on mobile devices, it is not surprising that PPC advertisers often neglect Bing from their digital advertising programs. And while Google’s dominance remains, there are many compelling reasons that digital marketers should also be advertising on Bing.
It is easy to synchronize Bing with your Google AdWords account
Bing have cleverly made the platform’s adoption a painless process assuming by giving advertisers the ability to import existing campaigns directly from Google AdWords. And to make dual platform management even easier, Bing Ads now offers Automated Imports to enable advertisers to synchronize their Google campaigns with their Bing counterparts on a recurring basis.
Bing Ads has continued to improve as a platform
Search marketers who ended up moving away from Bing in the past may be pleasantly surprised to discover that the platform has aged very well in keeping up with the expectations of AdWords users. The current UI is a lot more seamless and intuitive compared to previous versions, and many important features in AdWords are also found in Bing Ads, including ad extensions and the Expanded Text Ad format. This means that most—though not all—of what you want to import from your AdWords campaigns will translate into your Bing account with little or no issue.
There is Less competition
If you’re not already advertising on Bing, chances are your competitors aren’t either. The relatively low competition on Bing offers the opportunity for you to accrue incremental traffic with the same level of search intent as your Google campaigns at a discount.
Bing is the second most widely used search engine
Bing has a lot to offer. It is, after all, the second-most used search engine in the market, and given how easy it is to migrate your current Google Adwords campaign for current AdWords users over to Bing, and the additional audience there is to be reached, there’s no reason not to explore the opportunities.
