How do Bing Ads work?

Bing Ads, now known as Microsoft Advertising, is similar to Google Ads in both ad structure and purpose. Like Google Ads, Bing Ads uses a pay-per-click (PPC) model which relies on keywords and auctions. 

Saf Chowdhury
Chief Growth Officer
Targeting and customisation

Yes, Bing can bring in the leads. But you’ve got to do it right. Simply importing your Adwords account into Bing (like some agencies do) won’t take advantage of the advanced customisation and targeting features unique to Bing. 

Super-sharp campaigns

Our comprehensive approach creates super-sharp, sales-driving campaigns, starting with intensive research into your customers and competitors. We’re then able to zero in on the keywords that consistently result in sales. 

Gather insights and data

Tracking your campaign’s bottom-line performance gathers valuable insights on click-to-conversion ratios, spend, demographics and more.

Saf Chowdhury
Chief Growth Officer
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We’re a driven and talented team of 100+ Gurus and counting, embracing our different perspectives and united by a serious LOVE for marketing. Our ‘one team, one dream’ mantra means we get the job done. Together.

Bing for business is booming – get on board.

Drive more leads and haul in thousands of additional, high-converting clicks. With Bing Ads, you can target a whole new audience – one that your 100% Google-obsessed competitors may have overlooked. Bing is growing rapidly, nabbing 9% of searches worldwide and over 12% in Australia.

When you consider the billions of internet searches performed every day, that’s a lot of searches and a lot of potential leads. Bing is continually innovating to increase its market share, and that’s awesome news for businesses wanting to ramp up search-based sales through Bing Ads.

Get more bang for your buck.

Here’s the lowdown: Bing can be the rocket fuel you need to send your sales into the stratosphere. With fewer advertisers competing for space and bidding up the cost of keywords, Bing’s “boutique” nature can be your secret weapon. If there’s one seriously compelling reason why you shouldn’t put all your PPC eggs in the Google basket, that reason is Bing. While making sure you get a piece of Google’s massive share is important, using Bing Ads in combination with Google makes sure you’ve got all your bases covered. It’s simply a win-win.

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Frequently Asked Questions

Curious to learn more? Here are some of the most common questions we hear day to day.

Why use Bing Ads?

Bing can be a profitable place to run pay-per-click ads for your brand. While Google Ads has undeniably got a bigger audience, here's something many people don't realise: more than 136 million people search on the Bing Network. Most importantly, Bing Ads reach 63 million searchers who Google Ads don’t reach. That's a massive number of potential customers you could be reaching with Bing Ads.

An impressive 5.4 billion monthly searches are conducted on the Bing Network, giving it 34% of the desktop search market share globally. Because Bing Ads display on the Bing, Yahoo, and AOL search engines, you get heaps more reach and search volume than you might first think. In fact, according to market shares, the Bing network is the second largest search platform.

And there’s more. The type of searchers using Bing can be different from those using Google – statistically, Bing allows you to reach an older and more educated audience.

Another reason to use Bing Ads is that you can get more bang for your buck. From the various studies online (from advertisers on Bing in the United States and Australia), there’s a strong case for Bing Ads resulting in a lower cost per click and cost per acquisition for many advertisers, making it a highly attractive option for those on a tight budget. This is usually because Bing has far less competition, meaning clicks are cheaper, and advertisers get more for their budget. Also, because there are fewer advertisers running Bing ads, your ads can cost less AND you can still get higher ad positions than you’re likely to achieve on Google Ads.

That said, it’s important to note that CPCs and CPAs differ across different industries and product types.

The bottom line? Bing Ads is perfect for complementing your PPC strategy alongside Google Ads, helping you fill the gaps in your digital presence. With Bing Ads AND Google Ads, you can expand your reach into new territories and generate an impressive ROI.

What is the best way to run a profitable Bing ads campaign?

As with any pay per click campaign, you need a rock-solid strategy before you start advertising on Bing. You already know Bing Ads can be a lucrative way to increase visibility and conversions, but it takes planning to ensure you squeeze the most from your PPC dollars.

First, don’t be tempted to simply import your Google Adwords account into the Bing advertising platform and expect it to work its magic. Some agencies do this, but it’s a lazy approach and will not take advantage of the advanced customisation and targeting options that Bing offers.

Instead, work with a Bing Ads agency that will approach your campaigns using data-based insights and proven tactics. At OMG, we use a comprehensive approach to create refined, sales-driving campaigns. It starts with intensive research into your business goals, target audience and competitors. This reveals the keywords that consistently result in sales so that we can create a laser-sharp bidding strategy for your paid search ads.

You cannot run a profitable Bing Ads campaign without tracking them every step of the way. Only by measuring their performance can you refine your ads, targeting and bidding for even more success over time. This means monitoring your click-through rates, the average cost per click, conversion rates and more.

It won’t take you long to realise that, like any search engine marketing, Bing Ads management is time-consuming, especially if you aren't a PPC specialist. That's where OMG can help. Call us to find out how we can help you craft profitable Bing Ads campaigns.

Why is OMG the best agency for Bing Ads?

Our clients tell us we're the best agency for Bing Ads for lots of reasons. One of the biggest reasons is that we draw on a large raft of experience to craft razor-sharp strategies for long-term success. When you work with OMG, it’s all about the ROI.

Focusing on your return on investment from the start is a sure-fire way to squeeze the most from your search advertising dollars. We start by digging deep into the numbers to find the opportunities your competitors have overlooked. Then we use this to craft a data-driven strategy for your PPC ads that will propel higher conversion rates at a lower cost-per-click. Everything we do with Bing Ads is based on real figures, real performance targets, and real returns on your investment. We’ve done it for companies of all types and sizes all over the world – and we can do the same for you.

Another reason people tell us we’re the best agency for Bing Ads is our honest, transparent approach. We see ourselves as an extension of your team, which means we are focused on achieving your goals. No smoke and mirrors – it’s 100% honesty all the way.

Find out why OMG is the trusted expert for Bing ads and PPC advertising management – head over to our case studies to see how we’ve achieved revenue-shifting results for companies just like yours. Better yet, talk to us and we’ll tell you ourselves!

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