1. Lower competition. As many marketers tend to favour Google Ads vs Bing Ads, there is generally less competition with Bing Ads, meaning you can expect to bid less for keywords and see a lower CPC.
2. More impressions above organic search. Bing will show more ads at the top of a search engine results page, meaning it is easier for your ads to appear in prominent positions.
3. Stronger device targeting. Unlike Google Ads, Bing Ads can allow you to advertise and target specific audiences based on their device type. For example, some campaigns might be better targeted to mobile users than desktop users. A common example of this is remarketing display adverts, where a majority of conversions come from mobile users. Another benefit of Bing Ads device targeting is that it can allow advertisers to target audiences on their operating system, particularly effective if you only want to reach either iPhone or Android users.
4. Greater and more specific control. One particularly exciting benefit of Bing Ads is that it allows marketers to work at a more granular level and optimise individual ad groups in a way that can only be done at the campaign level within Google Ads. Therefore, there’s less restriction, allowing marketers to dive straight into ad-group settings rather than creating a new campaign to make any changes.
5. Higher CTR: The average click-through rate for Bing Ads is roughly 50% higher than Google Ads due to the significantly less competition, making the headlines of your ads stand out to your relevant target market.
6. Better ROI: Bing Ads tend to achieve similar conversion rates to Google Ads despite lower CPC, meaning that advertisers often see a higher return on investment with Bing compared to Google. Why might this be? It’s possibly because Bing Ads are seen by older age demographics, unlike Google SERPs that are used more by the younger generations. Previous studies have confirmed that the older generation is then more likely to click the top ad than click the #1 organic search result as they can’t tell the difference between paid and organic SERPs.
7. Close variants options. You might notice in your Google Ads campaigns that your exact and phrase match keywords keep picking up ‘close variants’ even when you don’t want them to, unchangeable to marketers. However, one of the benefits of Bing Ads is that it gives you the option to opt-in or out of ‘close variants’ at both campaign and ad group level, giving marketers more control of when their ad should be being displayed.
8. Bing Ads have unique social extensions. With Bing Ads, you can choose to display how many Facebook or Twitter followers you have on the ad, to show authority or trust before the user even clicks the ad. Google Ads also allow you to do this, but only for your Google+ account, which isn’t as appealing.
9. Stronger demographic targeting. Bing Ads provides marketers with the chance to control the demographic targeting of their ads. Unlike Google Ads that gives marketers little demographic targeting besides custom audiences which you have to create manually, this tool is extremely effective if you know your products are purchased by a particular age group or gender. Creating this targeting, including setting bid adjustments for specific age groups and genders, can further allow you to reach the right audience at the right time, improving the likelihood of conversions when a user clicks your ad.
10. Import Google Ads campaigns. Bing Ads recognises that businesses might use themselves and Google Ads in unison, so their import features allow marketers to transfer campaigns to be time-efficient, creating an easy-to-set-up feel to the platform.