Planning for 2014: Why You Should Consider Bing Ads

By Heidi Smith | Nov 4, 2013
More Articles by Heidi

Around this time of year, a lot of our clients are planning their marketing budgets for 2014 and more often than not, we receive calls and emails inquiring about additional media platforms we would recommend they advertise on for their products and services. So if you’re like a lot of businesses towards the end of the year and you find yourself diving head first into updating, analyzing and brainstorming for 2014, don’t forget about Bing Ads.Bing It On

I get it – you probably have a lot of money and time invested in Google AdWords, but don’t let your existing presence on AdWords stop you from exploring other options that can help you reach a different audience and expand your business. Bing Ads has been making big strides the last few years and recently announced their plans to make the platform even better. There are a number of reasons the “Bing It On” search engine has a lot going for it now and moving forward.


Ad Extensions

Bing Ads has been consistently rolling out additions to their ad extensions, and now offer Call Extensions, Location Extensions and Sitelink Extensions. Implementing ad extensions can increase your ad click-through rate, driving additional traffic to your site and improving conversion performance.

Importing from AdWords

Worried that you will have to rebuild your entire account to advertise on Bing Ads? Luckily for all the businesses that decide to use Bing Ads in addition to AdWords, Bing allows you to import your AdWords campaign data right into the Bing Ads interface, through two simple options.

Keep in mind: You should not upload your existing data and then leave it to spend your budget without your supervision – just like your other areas, you should be checking in to the account frequently and making updates and changes.

Campaign & Ad Group-Level Settings

Bing Ads offers campaign and ad group-level settings for a variety of features throughout the interface, including sitelink extensions, search partners targeting, website exclusions, and general targeting including geographic location, day of the week, time of the day, gender and age, and device. Being able to make these types of adjustments at a more granular level allows for more accurate targeting and the ability to optimize each level of the account in its own specific way based on the performance data.

Customer Service

Bing Ads has been extremely helpful the few times I have reached out. Not only are they easy to find and contact through email, calls, or live chats, their support staff has also been extremely helpful. My latest experience involved a timely email response within 24 hours, continuous email follow-up including a solution to my problem, and even a follow-up email AND phone call within a week to verify my problem had been solved and that everything was working correctly. That’s what I call great customer service!

Offline Management

It’s true that sometimes the Bing Ads UI leaves much to be desired, but to help make broad (and smaller) changes to your account, they have helpfully provided users with Bing Ads Editor. Essentially, Bing Ads Editor is a simple desktop application that allows importing and exporting of your Bing Ads account to easily create and make edits to most aspects of your account. This is a must for anyone who is serious about making Bing Ads work for them and their business.

Bing Ads Editor Features and Settings


While Reports in Bing Ads are set up differently from AdWords, I think it’s a great part of the Bing UI. You can run just about any type of report with any specific focus area to get the data and information you are seeking. This area is a great tool to gain insight into your account, and allow you to make educated updates by analyzing current and past performance data at a granular level.


Although Bing Ads has less market share and traffic than Google, that can also mean a lower cost-per-click and possibly a more targeted audience for your advertising efforts. As it turns out, when comparing our client’s Google AdWords performance metrics to their Bing Ads performance over a 6-month period, there was a $0.56 difference in average cost-per-click with Bing being much lower than AdWords, and a $648.02 difference in cost-per-conversion, with Bing again being much lower than AdWords. Bing also saw a 2.13% higher click-through rate – which is half the battle with PPC when trying to get users to click through to your website.

CPC, Conversion Rate & CTR

Are you going to consider Bing Ads for your 2014 SEM efforts? Want to share your thoughts or experiences? Comment below, or find me on Google+ and Twitter.

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