Four good reasons to use Bing Ads.

Bing Ads sometimes looks like a small player in the list of PPC acquisition channels, often shunned by marketers as less attractive in terms of volume (among other things).

Yet Bing does have an audience, and it would be a shame to do without it. Here are four good reasons to use it.

#1 Duplicate your Google Ads campaigns in a few clicks.

Bing Ads lets you import your Google Ads campaigns easily, replicating the settings, the keywords and the ads, so you can launch your campaigns on the Bing network very quickly. You can therefore generate incremental traffic — and therefore revenue — immediately.

Note that you will have less maintenance to do than on Google Ads, since your campaigns have already been honed and the volume of data will be smaller than with your Google campaigns.

#2 Less competition

Because other advertisers will not invest the time to launch their campaigns on Bing, there are fewer competitors, and traffic therefore costs less than for the same queries on Google.

While your conversion rates will be similar to Google Ads, the cost per conversion will be lower and the relative return higher on your Bing campaigns. That is why we advise our clients to include Bing in their media plan.

#3 An older audience

Bing’s audience is older than Google’s — because of how people reach the engine: Edge, Internet Explorer, MSN — and older means a higher average household income.

That observation translates, for most of our clients, into a higher customer lifetime value for the leads and sales this channel generates.

#4 Bing accounts for between 5% and 13%[1] of traffic in France

Are you really ready to ignore that many of your potential customers? Some Bing users do not use Google, and you will therefore never be able to put your value proposition in front of them, nor turn them into prospects or customers. For Sky, Bing search is one of the media we added to the digital coverage, along with TikTok and Snapchat.

#Bonus: you lose profit by ignoring Bing Ads

For all the reasons above, you lose profit every day that passes by not replicating your campaigns on Bing. It does not take long, and with a cross-channel bid management tool such as Kenshoo™, optimising the bids will take no longer, since you can run Google and Bing Ads against the same objective. Since then, ChatGPT has arrived in Bing, and the engine counts for another reason too: ChatGPT leans on it to go and find its information, as our article on Answer Engine Optimisation explains.

Notes and sources

There are several sources measuring search engine market share, and none of them gives the same split — which is why we use a range of 5-13%. Webrankinfo – Statcounter