HomeOur BlogHow to Maximize Your ROI with Bing Ads

How to Maximize Your ROI with Bing Ads

optimize bing search ads

Most online advertisers tend to use Google AdWords for all of their search engine optimization (SEO) needs, which means they are often missing out on the manifold benefits of also employing Bing ads to their advantage. Optimizing Bing search ads in conjunction with your existing Google AdWords campaigns can help to improve your return on investment (ROI) exponentially because it allows you to tap into a largely unused medium for many advertisers. While most advertisers tend to stick with Google AdWords, incorporating Bing ads to your online advertising arsenal can easily give your paid search advertising campaigns the upper hand over competitors.

Improving Your Bing Ads Performance

The reality is that the Bing search engine does not have as many advertisers using its databases as Google AdWords does. But, this does not necessarily speak to its level of effectiveness. It is important not to underestimate the power of advertising with Bing ads based on its lower user rates.

With more than 64% of search volume in the U.S. being allocated to Google, there is no denying that they are certainly the top performers and players when it comes to dominating search engine optimization. But, Bing caters to both Microsoft and Yahoo sites, which may only account for a combined 32.6% of search engine volume, but that also means expanding your CTR to target audiences that might have eluded you previously.

Conveniently, you can import ad campaigns from your existing AdWords account to your Bing Ads account so that you can have the same ads running on both search engines and draw comparisons.

Lower Average CPC/PPC and Higher CTR

Due to the fact that Bing Ads typically has less advertising competition, this usually means that they also offer competitive costs-per-clicks (CPCs), also known as pay-per-click (PPC). This allows you to save as much money on online advertising as possible and with the use of the Reports tab, you can also track how well or how poorly your ads are performing compared to your competitors.

This is not restricted to your Bing Ads account. You can compare how your ads are faring on your AdWords account as well as how much you are spending for each campaign respectively on both accounts and then delegate bids accordingly. Statistically speaking, your ads on Google AdWords will be more expensive, and they will generate a wider range of exposure for your ads in general, but you might still end up ranking in 3rd or 4th place.

In contrast, your Bing Ads account will give you a slightly higher ranking on the search engine results page (SERP) for a lower bid, but your impressions will be significantly lower. However, with slightly higher visibility comes an improved click-through rate (CTR), which will eventually translate into more conversions.

Destination URL Techniques and Mobile Ad Formats

Another advantage of Bing Ads is that you can manipulate specific ad campaigns in order to reach different target audiences while the original ad is still running in AdWords. In so doing, you can collect data and use the performance reports to determine which version of the ad is yielding the best results. In the ads themselves, you can include destination URLs that make it easy and convenient for users to search based on location and easily click to find directions without it affecting your CPC.

Because most users tend to conduct searches from their mobile devices, you can even set up mobile ad formats that will only appear on mobile devices so that your search results are targeted more accurately. This gives you more control over who sees your ads and it also reduces the risk of accidental clicks, which can potentially increase your advertising costs a great deal in the long run.

Numero Uno Web Solutions uses precise, studied methods and contact form optimization services. We have benefited businesses in Toronto, Richmond Hill, Vaughan, and we have even extended our services to Texas, Massachusetts, and Florida. To learn more about our content marketing techniques and how we can help improve your search profile, call us at 1-855-SEO-XPRT

About Adrian Newman, BA

President, Numero Uno Web Solutions

Adrian has been in the performance marketing industry for over 25 years and is the co-founder of Numero Uno Web Solutions.

Adrian has been involved in virtually every facet of direct and digital marketing from copywriting and graphic design to database management and production.

A BA graduate of York University, Adrian has volunteered as a mentor with his alma mater's Career Mentorship Program for students with disabilities and has been a director for public real estate investment trust.