Hello, it’s Bing

I was wondering if after all these weeks

You’d like to meet, to go over paid strategies

They said updates are supposed to heal ya

But I ain’t done much healing

Hello, can you hear me?

I’m in the internet dreaming about the ads we both could see

When we were simpler not free

I’ve forgotten why everybody flocks to Google’s feet

There’s such a difference between us

And an okay offline editor

Hello from Bing Ads!

I must have optimized too fast!

To tell you, I’m sorry, for everything I don’t do

But when you use me I never seem to be honed, anymore

Why You Should Stop Ignoring Bing

Although it can be easy make light of Bing Ads due to some growing pains and idiosyncrasies, there are some big benefits to the platform. While there are  certainly some clunky or annoying UI problems, Bing can be a great deal in the paid advertising auctions. It can provide an avenue to increase your PPC reach and market share, as well as providing some unique advertising features. For these reasons, you should consider augmenting your digital paid strategy with Bing Ads.

Search Market Share and Matters of Bidding

Bing’s greatest weakness also provides its greatest draw for advertisers – a lower relative market coverage compared to Google. According to Net Market Share, Bing only controls about 15% of global searches compared Google’s massive 66%. This makes Bing about 23% the Size of Google, which means Bing is 23% the size of Google’s search network.

“(Bing) can provide an avenue to increase your PPC reach and market share, as well as providing some unique advertising features.”

The Bing search market is large enough to make a difference in your bottom line if leveraged properly, but small enough to be less competitive and more affordable in the CPC auctions. Acquiring leads and customers through the Bing network costs less per click, and should have your business or clients rolling in the deep bucks in no time. These benefits amount to a huge sweet spot and provide strong incentives to take Bing seriously.

B2B

Getting behind Bing to compliment your digital search advertising strategy can be a powerful way to engage your B2B business with a pool of qualified leads. According to Bing, over 40% of Bing Searchers are between the age of 35 and 54 years old, and over a third of all searchers have salaries of $100,000 or more. Additionally, some large companies even require all their computers to default to Bing, which augments this search platform’s B2B offerings.

For these reasons, Bing has a ton of potential to reach pre-qualified, highly profitable leads.

An Avenue for Growth

Bing Ads is not a platform for everybody. For SEM strategists, the interface can be clunky, annoying, and lacking features that you can find in Google AdWords. The Bing Ads offline editor is not as intuitive, and certainly leaves much to be desired.

“The Bing search market is large enough to make a difference in your bottom line if leveraged properly, but small enough to be less competitive and more affordable in the CPC auctions.”

For independent managers or small business owners Bing may seem like a small fish, not worth the trouble of setting up search advertising.

The trendy internet generation loves to deride Bing for its shortcomings at a basic, consumer-centric level. This said, there is a tremendous amount of opportunity for anybody willing look past these generalizations and give Bing a chance. You can get better results at a lower cost, while only sacrificing money that isn’t diverted to AdWords and its larger, more expensive, market.