Google is mostly the first choice of advertisers when it comes to PPC advertising. But let us tell you that having 23% of the online search traffic, Microsoft’s Bing is the second largest search engine and the biggest competitor of Google. 

So using the Bing PPC advertising platform to create and run campaigns can increase the growth of your business. We are not asking you to ignore Google that has 63% traffic and start running ads on Bing. Instead, the purpose of this article is to tell you all you need to know about this search engine and to see if it is worth advertising? We will also have a close look at the costs of Bing ads in 2021.  

Benefits:

Take a look at the benefits your business can have by using this platform for PPC advertisements.

1. The cost per click on Bing ads is low as compared to the Google Ad words. So you have to pay less when you advertise here.
2. As the size of Google ad words is large, you have to face more competition. Oppositely, there is less competition on Bing that offers better placement of your ad. The percentage of Bing users that do online shopping is 36%. So you can earn more profits on this platform. 

How much Bing advertisement costs?

You can advertise on Bing for surprisingly less money as compared to Google Ad Words. In 2014, word stream found that the cost per click on Bing was 33.5% less than Google. On Bing, the average cost per click is $1.54. Just because Google is a ruling search engine, Bing offers low-cost advertisement on it.

If you want to run your campaign on a platform where there are fewer comparisons and low competition, Bing is beneficial as few people use it to search and advertise as compared to Google. So less number of people running their ads on this search engine means you will have less cost. Also, your ad may get a higher position than Google due to smaller bids on keywords.

The cost per keyword on Bing relies on the amount you want to bid and the keyword you choose. According to a study published on Word Stream, the average CTR for Bing is 2.83 percent for all industries. You can practically see the difference between the cost of advertising on Google and Bing by simply signing up on both. 

When we talk about the budget, Microsoft offers budget tools that allow you to control your advertising cost. They also help you make your payments flexible. There are two kinds of budget on Bing

Shared Budget: This lets you fix a single budget for multiple campaigns.

Daily Budget: The daily budget option allows you to manage your daily limit for PPC ad 

If you need assistance to set up an ad campaign on Bing, Contact us today to get professional PPC management services!

Factors affecting the cost of ad

1. The industry you belong to
2. Geographical Area
3. Size of Account
4. How to manage the advertising Cost on Bing
5. Analyze your target audience
6. Select appropriate keywords
7. Negative keyword

1. The industry you belong to

Cost per click CPC on Bing depends on your industry or niche. For example, a study published on Word Stream reveals that real estate and education have higher CPC on Bing than the other industries. It is approx $2.88 for real estate and $2.7 for education.

2. Geographical Area

The geographical zone is another factor that impacts CPC. Areas where the population is higher may cost you a higher amount to advertise on Bing.

3. Size of Account

The size of your account means the number of keywords and campaigns in your account. The bigger the size an account has with multiple campaigns higher will be the cost.

4. How to manage the advertising Cost on Bing

Here are a few ways to consider if you want to create a cost-effective campaign on Bing: 

5. Analyze your target audience

To run a budget-friendly campaign, research your audience thoroughly. Know if they use Bing to search for your products or not? If they do, then certainly Bing is a great platform to use for advertisement. Moreover, understanding your customers will help you choose better keywords for your ad.

6. Select appropriate keywords

Use targeted keywords considering your products, location, and industry to decrease your CPC on Bing with better results.

7. Negative keywords

Use good negative keywords to keep your ad from showing to uninterested and untargeted audience. It will also save you from paying extra for irrelevant clicks. 

Final Thoughts

Bing has fewer applications as a search engine than Google, but it can be a cost-effective way to bring customers to your company. You can also improve your PPC campaigns by using this platform. However, to launch an effective campaign on Bing, you have to take steps that can help you manage your campaign well and you can earn a higher return on investment.