4 Reasons Why Your Bing Ads Strategy Isn't Working

May 08th 2014

4 Reasons Why Your Bing Ads Strategy Isn't Working

As I mentioned in my previous post, there are lots of good reasons to get on Bing Ads. So it’s not surprising that more and more companies are choosing to advertise with both AdWords and Bing.

Bing makes it easy to port over existing AdWords campaigns. So many advertisers simply take their AdWords campaigns, hit copy-paste, and let it ride.

But they shouldn’t.

1)  Bing dominates with users older than 45. Bing’s dirty secret is that many people don’t know they’re using it – they’re just on Internet Explorer, which aggressively funnels users to an integrated Bing search bar and a Bing-powered default homepage. So Bing tends to be more popular with an older, less tech-savvy crowd that hasn’t switched to Google Chrome or Mozilla Firefox.

2)  Bing users are 58% female, while Google users are 55% male. More recently, Bing has distinguished itself from Google with a greater focus on images, partnerships with Facebook & Yelp, and aggressive media campaigns. For whatever reason, Bing is showing strong gains with female users.

3)  Google and Bing users differ in other important ways. In addition to the age gap, Google and Bing users show statistically significant differences in education, values, geographic distribution, and socioeconomic status. That means they’ll respond differently to ads, and they’ll behave differently on-site.

4)  Bing gets a popularity bump in enterprise settings. Bing sees a 2-3% bump in market share during weekday business hours, for essentially the same reason that it’s more popular with older users: Internet Explorer. Despite losing ground to Apple in consumer computing, Windows still has the market on lockdown in business and government. Users in these settings lack the admin privileges to install Chrome or Firefox on their work machines, and end up “choosing” Internet Explorer.

Savvy advertisers are taking advantage of these differences with separate management and a distinct strategy for Bing Ads. To compete, others will have to follow their lead. A one-size-fits-all approach to PPC advertising will not work in the online marketing world of 2014 and beyond. Now is the time to reconsider your Bing approach, and start treating different audiences differently.

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Iterate Marketing did a great job for us... we saw a conversion bump of 100%, and a traffic increase of 81%. Furthermore, our Cost Per Conversion dropped, saving us 17%. ..they delivered the increases we needed.

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What Our Clients Think

Quote image

The team at Iterate has helped us get off the ground during our first year in business. We went from 1 location and 5 employees to now 3 locations and a few dozen employees ( and counting! ). We were getting about 6 leads each week when we started and through the work Iterate has done, we are nearing 100 leads through our website each week.

Mike Horey

COO and Co-Founder of Active Recovery TMS

The new website is gorgeous! We love the design and Iterate turned it around quickly. We have appreciated working with Iterate over the years because they are accessible, data and results-oriented and overall just so easy to work with.

Kari McKinley

Business Manager - Blue Oak Dental Group

Iterate is a great company and we couldn't be happier to how professionally they manage our marketing and website. Thank you Iterate!

Jon Bonk

Marketing Manager - Centrifuge Chicago

Iterate Marketing has revolutionized our company. We have a modern, fresh look now that is far more optimized than ever before. We can’t thank the Iterate team enough for the work they’ve done for us so far and look forward to many more years in the future!

Laura Hall

CIO - Community Management Inc.

Iterate Marketing did a great job for us... we saw a conversion bump of 100%, and a traffic increase of 81%. Furthermore, our Cost Per Conversion dropped, saving us 17%. ..they delivered the increases we needed.

John Yoder

CEO - Funny Business

Great company to work with. Very flexible and attentive to our needs. Always trying to help us improve our business practices without being overly push or giving the typical "salesperson" impression.

Renee Kitchen

Marketing Manager - Hamilton Marine

Vibrant yet professional and great for my budget as the Marketing Campaign Manager of a medium-sized SaaS company. Experts in AdWords management and content promotion. Love their blog too!

Heather Blackwell

Marketing Campaign Manager

Super easy company to work with. Extremely knowledgeable. A great fit for my small but growing business. Highly recommend.

Dominick Farina

CEO - Trashcans Unlimited

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