Ad spending on Google search ads in the U.S. increased by 17% year-on-year in Q4 2023. Google Ads, while still very effective, is continuing to get more and more expensive for advertisers in 2024.
Enter Microsoft Advertising, also known as Bing. Here are 5 reasons why should you consider adding Microsoft Advertising (Bing) to your PPC strategy in 2024.
1. It’s cheaper
Advertising on Bing can be cost-effective compared to other platforms, especially when considering lower competition for keywords.
On Bing, the average cost per click has been reported to be 70% cheaper than Google.
With the potential for a lower cost-per-click (CPC) and potentially better return on investment (ROI) for your advertising budget, Bing should be high on your test list if you haven’t tried it already!
2. Different audience reach
Bing has a distinct user demographic compared to other search engines, like Google. It often caters to an older audience, and some reports suggest that Bing users may have higher disposable incomes.
If your target audience aligns with Bing’s user base, it can provide an additional avenue for reaching potential customers.
3. Microsoft integration
Bing Ads is integrated with the Microsoft advertising network. This means that your ads may also appear on other Microsoft-owned platforms like Outlook, MSN, and other partner sites.
This broader reach across the vast Microsoft ecosystem can increase the visibility of your ads and thus your brand.
4. Less competition
While Google is the dominant player in the search engine market, Bing may have less competition in certain niche markets.
If your business operates in a specific industry where competition on Google is fierce, advertising on Bing could provide a chance to stand out and capture your target audience.
5. Strong performance in specific verticals
Some reports suggest that Bing performs well in certain verticals, such as finance, retail and healthcare. Claims that we have also seen with our own Bing ads campaigns.
If your business falls within these categories or others where Bing has shown strength, it might be worthwhile to explore advertising on the platform.
Next steps
If you would like to take advantage of the untapped (and cheaper) potential of Microsoft Ads (Bing), but don’t know where to start, why not get in touch? Our team of experts will be more than happy to guide you through the process to get you started.
