Similarly to Google Ads, Bing advertising enables publishers to bid on search phrases and display adverts that will appear when a user enters this search phrase on Bing. This is what we call direct response marketing. The user performs a search phrase and you are directly responding to that query with relevant information.
In addition to this, just like Google Ads, Bing operates a pay-per-click advertising model. As soon as a searcher clicks on your advert, you are charged a fee for the privilege of advertising on Bing. Now, if you are familiar with managing Google Ads campaigns you will know that the cost-per-click for certain keywords can be astronomical. The good news is that Bing is typically much cheaper than Google Ads. But, we will get to the major differences between Google Ads and Bing Ads very shortly.
To assist you with reaching the right audiences, Bing advertising also enables the option to preset targeting filters which determine when your advert will be published. For example, let’s say you are an electrician that does not work weekends, switching off your adverts during the weekends ensures that you are not wasting leads. Or, if you want to appear solely to people who are using a mobile device, Bing enables you to set this parameter too. While those are two very simple examples, just like Google, Bing’s targeting options are quite impressive. This provides you or your marketing team much more flexibility when it comes to optimising your cost-per-conversion or cost-per-acquisition.
So, now that you are across a brief introduction into how Bing PPC advertising works, let’s explore the differences between Bing PPC and Google Ads. You may be surprised to find that Bing is still extremely worth investigating as part of your marketing strategy.