Not Advertising on Bing? 3 Reasons Why You May Be Missing Out

By Casey Davenport | Mar 25, 2013
More Articles by Casey


Bing Nerd

I will be the first to admit it – Bing and I don’t always get along. But despite our quarrels, Bing has always held a special place in my heart (as demonstrated in this year’s Bing-nerd Halloween costume to the right). I don’t know if it is because they are the search engine underdog,..or if they won me over simply with their ability to consistently pick awesome background photos for bing.com.

Whatever the case, if 1965 taught us anything, its that what the world needs is LOVE, sweet love. So I would like to take this opportunity to change the conversation up a bit and highlight some reasons why, when it’s all said and done, you may be missing out by not taking advantage of Bing’s advertising platform.

1) 70 Character Ad Text Limits

Google requires two 35-character lines for ad copy text, while Bing simply requires one 70-character line.  Although both engines provide the same amount of overall text, there is a lot more creative freedom in not having to cut off full words on line 1, as seen in the example below:

bing text character limits

alt title: reasons I am a search marketer and not a professional poet

2) Lower Costs-Per-Click

This will definitely depend account to account, but I tend to see better cost-per-clicks on Bing than Google.  I believe this to be the case because generally there is less bidding competition to reach that coveted position number 1 position on Bing.  Again, this may be different with different accounts.

bing-position-1

3) Easy Google Campaign Integration

Some advertisers might already have campaigns set up in Google, but be hesitant to set everything up all over again in Bing. The good news is that Bing makes it easy to import your Google campaigns – either by importing straight from AdWords or from an Excel file.

import google campaigns to bingWith this easy integration, there is no reason not to try advertising with Bing Ads.  Like everything else in search marketing, the best results are found through testing, testing, and more testing!

Does Bing offer any tools that you wish Google AdWords would integrate? Have you found stronger performance on Bing than on Google?  Let me know in the comments below or find me on Twitter @CaseyDavenport.

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