Bing Advertising

Microsoft was the last of the “big three” search engines (including Google and Yahoo!) to develop its own system for delivering pay per click (PPC) ads.

Until the beginning of 2006, all of the ads displayed on the MSN Search engine were supplied by Overture (and later Yahoo!). MSN collected a portion of the ad revenue in return for displaying Yahoo!’s ads on its search engine.

Today however they have developed their own stand alone and very powerful advertising platform for which they make some serious claims. It is fairly similar to Facebook in its demographic uses but in our opinion is mainly aimed at consumers rather than businesses. There is some evidence however to suggest that as the cost of clicks within Bing is lower than Google and apparently the conversion rate is higher, that it may be looking like a serious rival to Google for business use.

We are currently trialling their system for some clients and will update the results this summer.

Some features of the Bing ads system

  • Advertise on Bing and reach millions of potential customers (11.6 million in the UK)
  • You control the costs – only pay when your ad is clicked
  • Pay each time your ad is clicked, up to the amount you set
  • Easily import your Google ad campaigns

Some reported information (and their sources) about Bing Ads

  • Bids on Bing tend to be lower, and the competition for keywords is lower. (Hubspot)
  • Local, travel, shopping and health related searches account for 30-40% of total search queries. (Microsoft)
  • Searchers on Microsoft and Yahoo sites are likely to spend 21.5% more than the average web searcher, and 0.76% more than Google searchers in the U.S. (comScore Core Search, August 2011)
  • In July 2012, Bing reported a 12% increase in advertising revenue. (Search Engine Land)
  • Bing users are 58% female. Google’s user base, by contrast, is only 45% female. (Slingshot SEO)