Should You Consider Bing Ads?

8 min readJun 14, 2021


It’s true that you can’t please everyone all of the time. The same is true for marketers: you can’t advertise on every platform. Bing Ads can be very useful, which is why it’s important to do your research. In this article, we’ll explore some of those benefits from different angles so you can make a more informed decision about whether this advertising route would be right for your business.

Usually, when someone thinks about posting pay-per-click ads, Google is the first place they would think about posting it in.

It is only natural to use Google as a search engine since it seems to be on top of the market. The truth, however, is a bit twisty. The top of this pyramid may be Google, but Bing isn’t far behind.

For those who don’t know, Bing Ads compete with Google AdWords. Users can create ads on one platform and display them on both Google and Yahoo using the combined platform from Microsoft and Yahoo.

There are plenty of advantages to using Bing Ads, although people don’t use it as much as they should. Let’s examine some of them!

Are Bing Ads Really Better?

As we have established what Bing Ads are, let’s take a look at why they are just as good as, if not better than, Google Adwords.

Bing Ads is not something that most people think of as an option, as they think Google has a much broader reach. However, we must realize that not everyone can access a platform like Google.

Aside from that, Bing Ads provides such a lower cost per click that it is comparable to Google AdWords. Having less competition is also an advantage.

There are statistics that show people don’t always rely on Google. The statistics show that Bing Ads has grown significantly, while Yahoo sees higher paid search clicks. Google has actually seen a little decrease in its paid search clicks.

See what the differences are between Google Ads and Bing Ads by diving in a bit deeper.

Bing Ads vs. Google AdWords

There are two major ad groups, so choosing the right strategy and platform can be challenging. If you are interested in learning how Google Adwords and Bing Ads differ, continue reading.

1. Keywords

Each ad group has tools to find keywords, and Google and Bing are no exception. These platforms are both capable of finding the right keywords that can generate traffic. The issue with Bing is the lower volume of traffic. Because of its prominence and renown, Google Adwords has a higher traffic volume.

Other than that, Bing and Google both provide click-through rates along with more information. Additionally, you can see the keywords that are associated with a website.

In contrast to Bing, Google takes a different approach to dealing with negative keywords. Ideally, once you add a negative keyword, any ads that contain that keyword will not be displayed to you.

While Google ads will block all ads associated with the negative keyword, Bing ads won’t. In place of this, Bing will show ads based on the keyword. Depending on what you’re going for, this can be good or bad.

2. PPC

An advertising business that charges only for clicks on its ads is known as pay-per-click, or PPC. In terms of marketing and targeting, Bing and Google both follow similar strategies.

Phones are used for Bing target searches. Bing will therefore provide search results for apps that are available in app stores. It not only makes the campaign more convenient, but also more efficient.

3. Location and Targeting

Google AdWords advertises on Google, as one might expect. While Microsoft hosts ads on Bing, Yahoo hosts ads on Bing.

The targeting options differ on both platforms depending on the time, location, etc. Ads that might work on Google might not work on Bing. It’s important to find the right balance between settings.

4. Budget

The terms used by Bing and Google for creating budgets vary. Users can create a budget according to their needs. The advertising business selects it by limiting ad spend, which makes it a daily expense.

A great feature of Bing is that it lets users set a monthly ad budget.

5. Description Texts

Normally, you don’t have to provide a description text, but we would greatly appreciate it if you did. Viewers might be more likely to click on an advertisement if they have more information about it.

There are two lines of text in each Google ad, each no longer than 35 characters. However, with Bing Ads, you are limited to 71 characters per line.

Why Should You Pick Bing Ads?

After comparing Bing Ads and Google Ads, let’s look at what makes Bing Ads better or equal. Bing has 21% of the search engine market despite having a smaller market share than Google. This is still considerably less than 64% for Google, but it forces you to consider Bing’s persistence.

The platform, which Microsoft and Yahoo share, is clearly accomplishing something right. So let’s see why Bing Ads aren’t to be overlooked.

1. Less Competition

Despite the fact that there are not as many users on Bing ads as there are on Google Ads, Bing ads remain less crowded. A perfectly viable competitor is ignored while people flock to Google ads, which offer all its benefits.

All of Bing Ads’ features are available to Bing users without the worry of losing leverage. Furthermore, with less competition, it is even easier to get an audience. A higher chance of being the sole bidder also exists.

Picking the right keywords and setting a budget are all you need. Due to the lack of competition, the budget will also be kept low, allowing you to use the platform at a lower cost. The impact of this is huge in industries that are highly competitive, such as legal, real estate, career, etc.

2. Simple User Interface

It is also important to make the change to Bing because of its simple user interface. Bing ads are extremely easy and effortless to set up.

Bing users switching from Google Adwords will be able to transfer their existing campaigns to Bing. As a result, they do not need to be replicated on Bing Ads, which is quite useful.

3. Multiple Search Engines

Unlike Google, Bing Ads is linked to three different search engines. As a result, the ads can be seen on Bing, Yahoo, and AOL. In addition to attracting a wider audience, users can also increase their range. Additionally, as it appears on three search engines, the chances of getting clicks are higher.

4. Lower Cost Per Click Rate

We have already established that the ads Bing advertises have a lower rate of competition. And this factor is directly proportional to the lower cost per click rates. Since competition is not high, the bidders for each keyword are significantly lower.

You will then be the sole bidder for specific keywords and gain more traction using Bing than Google ads. Certain statistics mention that there can be an increase in traffic by at least 50% if you use Bing ads

5. Regulated

Bing provides great automated rules. By making specific changes automatically, you can manage all accounts and campaigns. This allows you to change statuses, budgets, or bids. To avoid having to handle each account individually and manually, this is done.

6. Higher Effectiveness

Rather than a feature, it is a result. Because of the low cost per click and high click rate of Bing ads, they are more effective than Google ads. This results in a much greater ROI when Bing ads are used.

7. Improved Reach

Among search engines, Google has a large share of the market. However, it is closely followed by Bing. This increases its chances of reaching a larger audience since it is associated with three search engines. The benefits of Bing are as great, if not greater, than those of Google.

8. More Control

Google Adwords does not allow timezones to be associated with individual campaigns, one of its most prominent shortcomings. With Google ads, you are able to set up the campaign settings in general so that they apply to every campaign.

Bing is not like this. It is possible to create ad campaigns for Bing ads that utilize specific settings, and you can customize each campaign accordingly.

9. Transparent

The advertising business will benefit greatly from this. With Google you can target either the search or the search partner by paying a little extra. No partner can be excluded either.

However, Bing discloses relevant details with no hesitation. As part of its ad campaigns, Bing offers reports regarding impressions, conversions, and insights. If you do not wish to see any partner, you can exclude them.

10. Efficient Mobile Targeting

You need to know your target audience in order to use this method. Google Ads does not offer mobile advertising targeting that is particularly effective. Your ads have a greater chance of reaching your target audience if they target a specific operating system or device.

Summing Up Bing Ads

On that note, we are at the end of this short article about how Bing Ads work and if they are even worth your time. I hope this has been an informative read and will help you make a more informed decision.

We’d like to reiterate before we depart, that Google is undeniably thriving at the moment. It’s one of the largest search engines, and its ads will obviously be noticed. Bing can be advantageous for you, however, since he is an underdog.

With Bing Ads, you can not only expand your reach and audience, but do it at a nominal cost. By removing the competition and tension, you can achieve new heights.




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