Why You Should Use Bing Ads As Well As Google Ads

Hands typing on laptop keyboard with graphic of search bar

Why You Should Use Bing Ads As Well As Google Ads

Google undeniably has market dominance when it comes to online searches. In fact, at last count, Google accounted for 85% of searches on desktop and almost 95% on mobile. Bing accounts for just under 3% of total searches worldwide. This means that when businesses are thinking of how to approach their online advertising, many of them don’t even consider that Bing has its own ad platform just like Google.

If Bing Only Has 3% Of Search Share, Is It Worth Advertising On There? 

At Carden Digital, we think it is, and we’ve had success running Bing Ads campaigns for several of our clients. Let’s go over some of the reasons why you shouldn’t overlook Microsoft Ads (formerly called Bing Ads).

  • Cost Per Click (CPC) Is Much Lower On Average
    Because Bing is less popular than Google, the Microsoft Advertising platform is much less competitive. This leads to much lower cost per click rates on ads across the board. For example, one of the campaigns we manage for our clients runs on both Google and Bing and last month the Google account had an average cost per click of £2.58 while the average cost per click on the Bing account was only 61p for the same keywords. This means that by using Bing you can drive the same amount of traffic to your website for a far lower overall cost or spend the same amount and drive even more traffic. 
  • Bing Is Popular In The UK
    While globally, Bing has a search engine market share of only 3%, in the UK it is 10.45% as of January 2021 and has almost doubled in the past two years. So, Bing is clearly becoming more popular. You don’t want to ignore 10% of your potential customers!

  • Bing Search Is Often Used By Businesses
    If you are a b2b customer, Bing is definitely a good option. Because Bing is the default search engine for Microsoft Edge, which come pre-loaded onto all Microsoft laptops and desktops, you will find that a higher percentage of business-related searches are made using Bing. If you are looking to sell a service to a business, Bing could be a great choice for your brand.
  • More and More Users Are Switching To Microsoft Edge
    Despite Chrome being the most popular browser, more and more users are switching to Microsoft’s Edge browser every day. It is a faster browser and integrates directly into Windows 10 (and the upcoming Windows 11), but more importantly for advertisers, it defaults to Bing search.

  • Google and Bing Campaigns Can Automatically Sync
    Microsoft Ads now has a tool within it that can sync all the data from your Google Ads account automatically on a set day each month, each week, or even every day. There’s no need to waste time rebuilding your ad campaigns and rewriting your ads. If you already have a Google campaign that is performing well and you want to experiment with Microsoft Ads as well, all you need to do is make a Microsoft Ads account, add a payment method, and copy over your campaign from Google. Just remember that you will be doubling your ad spend if you do not halve the budgets of each campaign!

  • You Can Reach Customers That Google Never Can
    Most people don’t tend to switch their search engine. Even though most browsers and most mobile devices will let you change the default engine, very few users ever do this. This means that the users who are searching on Bing are probably never searching on Google (and vice versa). In order to reach as close to 100% of your potential customer base as possible, you should make sure you are utilising all the marketing channels and platforms which are available to you – and that includes Bing!

Get More PPC Campaign Expertise From Carden Digital 

At Carden Digital, we have experience running ad campaigns on both Bing and Google, as well as other platforms like Facebook Ads. If you are looking for an agency to supercharge your existing PPC campaign or want a new, high-performing campaign built from scratch, speak to our PPC ads team today! 

Dave King

Dave King

Dave King is the Co-Founder and Director of Carden Digital and the wider Carden IT Group. Dave’s background is in IT services, but he has experience across the online space. His love of all things digital lead him to create a digital marketing branch of the business, with a focus on paid advertising, SEO, web development, social media, graphic design and content writing.