Did you know that a third of U.S. searches, or about 59 million searchers, exclusively use Bing for their online queries? Those people, as a group, spend 25% more online than other search engines, according to Bing data. If you’ve been working exclusively with Google Ads, consider this a wakeup call.
So who are these consumers that love Bing? By far and large, they’re more mature than other search engines, with over half ranging from 35 to 64 years old. They’re also more educated, with over half holding at least one degree. It’s also worth noting that about 40% are on the East Coast, and a similar number are married, though 30% are single individuals.
However, the most important statistic? About a third of them have a household income of $100,000 or more. Maybe that’s why they’re shopping so much?
How To Reach Them
Now that you know what you’re missing, it’s time to play catch up!
The first step to Bing Ads success is of course creating an account. Once you’ve signed up, you’ll want to start exploring your options. The Bing Ads interface is a bit different than Google or other networks you may have used, but not so much that it will seem foreign.
Bing Ads actually allows you a bit more control than Google Ads does, most notably in the ability to targets specific devices. If your marketing research reveals that, for the most part, people only really click on your ads when they’re on their smartphone in the morning, you can specify that; similarly, if you almost exclusively get clicks from PCs, you can choose to only serve your ads to those viewers. Impressively, you can also adjust your bid for each device separately, which means you can also spend your money according to priority.
Another great tool is the ability to import your Google Adwords campaigns directly into Bing, which makes testing the same campaign on both search engines very easy. This is especially useful if you’re still in the process of finding out who your core audience is, and where they hang out online.
Lastly, consider the budget that you set – and go in knowing that you can expect Bing to be much cheaper for the same number of impressions! Depending on your campaign, you may choose to bid high to ensure success, or you may take full advantage of the discount.
Consult an Expert
As with any new tool for your business, it’s best to consult an expert when possible. Here at White Shark Media, we’d love to help you maximize your Bing Ads ROI. We’re so excited to do so that we’ve brought in an expert!
Want to ask Bing Ads their advice, in person? Now you can!
On March 7th, 2017 at 11:00 AM EST., join us as we learn from Purna Virji, Senior Manager of PPC Training at Microsoft, and PPC Hero’s #1 Most Influential PPC Expert Globally. She’ll first deliver a talk on the future of Bing Ads and PPC as an industry, and then get into the nitty gritty details of how you can craft incredibly effective, efficient campaigns on Bing.
Make sure you save your place today, as this webinar will sell out and space is going fast! Directly following the event, Purna Virji will be available for a Q&A session to address your brand’s individual needs.
At White Shark Media, we’re always looking out for you, and helping our clients make the best decisions for their online marketing and advertising needs. We hope you’ll join us for this very special webinar event, and we’ll make sure to keep bringing in the experts of your dreams!