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Bing Ads vs Google AdWords: A Match Made for Success

By Shelby Goldstein | December 08, 2017

In the digital marketing world, the terms “PPC” and “Google AdWords” are interchangeable-- you hear one, and think of the other. While we all know and love Google, its constant hype overshadows a secondary superstar that is the perfect compliment to your PPC strategy. This mystery player is an ideal vessel to carry out the working parts of your AdWords campaigns into new territories to expand your reach and maximize opportunities for growth. Did you guess the secret superstar yet? It’s Bing Ads!

For many, the standard way of thinking regarding PPC is: Bing Ads vs Google AdWords. Which is cheaper? Which has more search volume? Which will make me more money? The two platforms are often viewed as fierce competitors, but in retrospect, they work best hand-in-hand. If you’re an advocate for the infamous Bing/Google showdown, I apologize for bursting your bubble, but the myth of one platform rising above the other is busted. The real question you should be asking yourself is: What can I capture with Bing Ads that I'm missing with Google AdWords?

Let’s start rewiring the thought process behind the relationship between Bing Ads and Google AdWords by getting to know more about our secret superstar:

What is Bing Ads?

The concept behind Bing Ads is no different from AdWords. Bing Ads is simply a pay-per-click advertising platform designed to help your business reach a specific audience, drive traffic to your website, and increase revenue.

Bing Ads results page

Bing Ads opens up your campaigns to an entirely new pool of searchers across Bing, AOL, and Yahoo owned and operated sites, as well as various partner sites. The great benefit to utilizing both platforms is to fill any gaps where your campaigns are struggling. You may find, an area of difficulty in AdWords is a gold mine with Bing Ads.

Bing uses the familiar method of building custom campaigns that are broken down into ad groups, keyword lists, and ads to target users searching across the Bing Network. Utilize the same variety of keyword match types found in AdWords to fine-tune your keyword lists and strengthen your campaigns.

Why Use Bing Ads?

Despite what you may hear about Bing, the numbers don’t lie-- Bing Ads reach 63 million searchers. If you aren’t using Bing Ads, that’s a whole lot of missed opportunity. That number of Bing users contributes to the 5.4 billion searches on the Bing Network.

Bing search engine

If you’re still skeptical about the true power Bing holds, you can rest assured knowing 136 million unique searchers use the Bing Network. Based on the facts, it’s clear there are plenty of people out there using Bing to find the answer to what they’re searching for. It’s now up to you to take advantage of the new opportunity, and expose your business to a new audience.

How to bridge the gap between Bing Ads and AdWords:

1. Import AdWords Campaigns into Bing Ads

What if I told you, you can immediately open up your business to the millions of searchers across the Bing Network, at the click of a button? Well, you can! Bing created a simple and efficient tool to import your campaigns directly from Google AdWords. Easily import details from your AdWords campaigns right into your Bing Ads campaigns, such as Bids and Budgets and Product Ads.

Bing's Google AdWords import tool

As a “fast follower to Google AdWords,” Bing Ads strives to innovate in their own, unique ways by creating a seamless experience for users managing campaigns across both platforms.  The Google Import tool is Bing’s gift to all of you Google AdWords users, so now there’s no excuse not to utilize Bing Ads. 

2. Streamline Management

If importing your AdWords campaigns isn’t easy enough, managing Bing Ads in conjunction with AdWords is a breeze. The basic fundamentals and best practices of each platform parallel one another, so the transition from one to the other is smooth.

Keep in mind, Bing Ads is its own PPC platform, so if you choose to import your AdWords campaigns, not everything will line up perfectly. Use Bing’s Keyword Research Tool to tweak your campaigns to better serve Bing Network users. Ensure your target keywords have enough search volume to be successful, and that your campaigns are structured well, like you would do for your AdWords campaigns.

Although the platform is different, you don’t have to worry about studying loads of new information or passing any grueling certification courses. Simply take the knowledge you already have with your AdWords campaigns and apply it to your Bing Ads. 

3. Capitalize on New Opportunities

The real question you should be asking yourself is, “If I’m using Google AdWords, why the heck am I not using Bing Ads?” The goal of running a PPC campaign is to get your business in front of more people, so it’s smart not to put all of your eggs in one basket. Test the performance of your campaigns across Bing Ads and AdWords to capitalize on golden opportunities you may have missed.

Making use of Bing Ads is a no-brainer. Showcase your business to an entirely new audience that could give your campaigns that little extra push you’ve been looking for. You won’t know what you’re missing until you give it a try. Get on Bing Ads today to find your golden opportunity!

Learn how PPC can help your business!

Shelby Goldstein

Shelby Goldstein is Logical Position's Social Media Manager and former Content Marketing Specialist. She loves educating passionate individuals looking to grow their digital marketing skills. When she's not translating technical jargon, she's most likely striking a fierce yoga pose or laughing at her own bad jokes.
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