Are Bing Ads Worth Applying to Your PPC Campaign?

It is no secret that Google overshadows Bing as far as search engines go. Everyone has heard of and uses Google, right? No one uses Bing! Wrong. Bing is becoming increasingly more popular and we as search engine marketing experts would like to share with you a few reasons why Bing Ads are a good investment on your part, alongside your Google Ads.

Less competition

When using PPC campaigns, many people will naturally use Google, that means that less people are using Bing Ads, thus causing less competition for you to fight through. This will work in your favour for the reason below…

Cheaper CPC

With less competition, less money will be spent on bids for keywords. This will mean a cheaper cost per click for you, which is a win. Your competitors will be overpaying on Google, whilst you may be the sole bidder on Bing Ads, paying a very small amount. There is a “25% lower cost per lead and a 35% lower cost per click using Bing Ads compared with AdWords.”

PPC campaigns in Bing Ads are likely to be more effective as they get higher click through rates (CTR) with a lower cost per click (CPC). This usually becomes a better ROI.

Better device targeting options available

The mobile search advertisements are more focused with Bing Ads, and so you can dig into the granular level of your PPC campaign. With Bing, you can target specific devices based on their type and OS. If your target demographic favours a certain mobile OS, or if your product is focused on a specific mobile device, you can dedicate highly targeted ads to them.
Longer description text

With Google AdWords, you are only allowed two description lines which are limited to 35 characters each. However, with Bing their text ad offers one longer line with a limit of 71 characters. Bing text ads gives more information to the user, thus encouraging them to click.


Unlike with Google AdWords, Bing allows you to assign different ad campaigns to different time zones. This makes it a lot easier to manage your ad scheduling strategies in Bing. Bing Ads opens your options at the ad group level, allowing you to quickly adjust a setting for a specific ad group. Plus, Bing also has intelligent tools that will help you understand your search ads, and keywords.

Further your reach

By using both Google AdWords and Bing Ads, you are putting your eggs into more than one basket, so to speak. This means you are more likely to get a favourable return on investment. Bing has three search engines while Google has only one; so, when you use Bing ads, your advertisement is seen on Bing, Yahoo, and AOL.
It’s easy

Once you have created an account with Bing, it offers you the opportunity to import your AdWords campaigns from Google. This means you won’t have to recreate any campaigns that you have successfully run on AdWords – how easy is that!

Measuring and analytics

Bing is useful when it comes to sharing details about the performance of their search partners. It can provide you with detailed reports on the performance of each of the search partners in your campaigns. These Bing reports would contain details on all their metrics, starting from impressions to conversions. With this knowledge, you can better understand your ads, how they perform, and how to go forwards in the future. You can only manage what you can measure.

As you can see, there are many benefits to using both Google AdWords as well as Bing Ads. Don’t limit your possibilities by only using the one method. Bing may not be as popular as Google, but as we have demonstrated, this can work well in your favour. Contact us at SEM Consultants if you want a professional, dedicated PPC account manager for your Bing Ads.