Very often, when people talk about PPC (Pay Per Click) advertising, they think that it synonymous with Google AdWords advertising. In reality, there are many more types and options of PPC advertising – perhaps I’ll cover them in another post. But certainly, when it comes to PPC on search engine results pages (SERPs), Google AdWords is the one that most users and advertisers think of first and are most familiar with.
Although Google AdWords is the leader on almost all counts, its closest competitor, Bing’s Ads (Previously Microsoft AdCenter), should not be totally disregarded. Here are 5 reasons why you should consider spending your PPC advertising dollars on Bing Ads:
Since most advertisers go with the “big boy” Google, there are fewer advertisers using Bing Ads. This presents several important benefits and opportunities:
- Lower cost per click – Since there is less competition for keywords, the cost per click (CPC) is often much lower. I’ve seen as much as a 10x cost difference on some of my campaigns.
- Fewer competitors appearing on SERP – When there are fewer advertisers appearing alongside the search results, it is easier for your ad to stand out and entice the user to click it. Having fewer advertisers on the SERP can significantly improve the CTR (Click Through Rate) for your ads.
More Transparency on Quality Score
Both Google and Bing use (their own) Quality Score to rate advertisements and their effectiveness. Bing is more forthcoming in sharing their criteria, especially when you need to correct something to improve your score.
Better Support for Smaller Advertisers
This one is huge, if you are a small company or your current advertising budget is relatively small. I was really blown away when I first started using Bing Ads and was offered to participate in their free QuickLaunch program. This is free coaching to help you get started with Bing Ads. I had several phone conversations and an in-depth review of my campaign with my assigned coach.
Import Existing AdWords Campaigns
Like almost anything in online marketing, you need to test it yourself, for your specific website, keywords, and campaign. Bing Ads makes it very quick and easy for you to try it out by allowing you to import your existing AdWords campaign definitions into your Bing Ads account.
So what are you waiting for? Check out Bing Ads today and share your results with us in the comments below.
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