Nick Rennard
By Nick Rennard | SEM | March 12, 2015

Bing, Bing, & More Bing!

Hello Fellow Advertisers!

I’ve talked quite extensively about Bing in my previous blogs (part 1 & part 2). Bing seems to be the platform that everyone wants to advertise on, but no one really knows how. Today I wanted to share some resources that go over the advantages of Bing. I’ve compiled 5 great articles that delve into the world of Bing from many different angles. The last article also covers some new features, such as Universal Event Tracking, that Bing is rolling out. If you’re looking for resources to educate yourself further about the pros and cons of Bing, then these are definitely worth reading. Let’s get started!

Why Bing Will Eventually Overtake Google AdWords

“Bing Ads is no longer the red-headed stepchild of PPC.”


Generally speaking, Google has always offered significantly more PPC campaign features than Bing. This article does a good job of pointing out some of the features that you will find exclusively on the Bing platform. For example, did you know that in November of 2014, Firefox changed their default search engine from Google to Yahoo? This article covers why/how this happened and also what that means for PPC advertisers.

Site note: I’d say that this article is exaggerating slightly with some aggressive terminology aimed at Google. Whoever wrote it is obviously pro-Bing and anti-Google. I wasn’t a huge fan of the biased writing in this article, but the content itself is sound. It’s certainly still worth reading.

5 Reasons Why Bing is the Best Deal in Paid Search

The biggest selling point in this article is that the cost per click on Bing is significantly lower when compared with Google. This is because Bing is more of an untapped market than Google, and is therefore less competitive. When the competition for clicks is lower, then the cost will also be lower (the law of supply and demand). Eventually this cost per click will stabilize, but for now, they’re not wrong in saying that the CPC is significantly lower on the Bing platform. That being said, there are plenty of other contributing factors that this article does a good job of outlining. Overall, the “improvements” that this article reviews about Bing are fairly minor, but still worth reading about to educate yourself further about this platform.


5 Things You Didn’t Know About Bing Ads

This article is great. There are a lot of preconceived notions about Bing. For example, it’s true that Bing has less volume than Google, but how much less? This article argues that the Bing Ads’ market share is bigger than you might think (and cites plenty of good reasons in support).

It also covers some material about how Bing calculates quality scores. Digital Reach has published quite a few blogs about how quality scores work within Google, but we haven’t written anything covering the differences between the two platforms.


The article goes on to explain even more about quality scores, how Bing is a more forgiving platform than Google, and also their proactive plans for the future. If you only read one of these 5 articles, make it this one.

How to Pitch Bing Like a Champion

The title of this article makes it sound like it’s aimed towards advertising agencies trying to pitch their clients on spending more money with Bing Ads. It’s actually aimed at anyone who manages PPC accounts, educating them further on the pros and cons of switching over to Bing.

I like this article because it’s accurate. Writers go back and forth about Bing/Google being better/worse than the other. This article lays that to rest by saying that the performance of Bing is comparable to Google. I couldn’t agree more. Yes, there’s less volume on Bing. That said, high volume doesn’t necessarily mean high conversions. If the demographics of Bing are more suited for your industry, then Bing may bring in a higher density of quality leads than Google (and vice versa). The truth is that you need to test both Bing and Google to know which one is best for you. This article does a good, unbiased job of explaining the simplicity and potential advantages of the Bing platform.

Why You Should Also Be Using Bing Ads

This article covers much of the same material as the previous 4 articles (cheaper CPC, easy set-up/import process, etc). It gives some good insight on the demographics of Bing, which is certainly one of the more important variables when comparing these two platforms. For example, did you know that richer, older people tend to use Bing? These are useful pieces of information when trying to determine whether or not Bing is a viable option for your business.


My favorite part about this article is that it covers the new Bing Analytics feature they are launching: Universal Event Tracking (UET). Now it will be significantly easier to create and track goals within Bing Ads. UETs are Bing’s answer to Google Analytics, and I’m excited to see where this product is going in the future. I have high hopes that this will help people analyze their ROAS with significantly more accuracy than in the past.

It’s less important to compare which platform is “better” or “worse,” and more about understanding how these tools work so that we can use them to our advantage. These articles should provide a better grasp on the Bing platform. Hopefully you can use this knowledge to expand and diversify your online advertisement further.

Happy Advertising!

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