Bing PPC for 2014 16 Dec 2013
It is no secret that Google has been the only game in town for quite a while. As Yahoo experienced a downturn and Bing struggled to gain market share, Google became the only search engine worth the time of most advertisers.
Even those people who say that Bing and Yahoo combine for 33% of the share are stretching the truth…my Empower Network review page last month got a solid 3% hits from Bing and Yahoo combined. Granted, I rank higher in Google for some bigger terms, but still, the 33% is outlandish and I have yet to see an example of someone getting that traffic from Bing and Yahoo.
1) Take Advantage Of Better Pricing
As Google has grown, so have their advertising costs. While Google’s click through rates are also higher in most verticals, with a notable exception being the financial services market, their cost per click is also quite high.
The cost per click on Bing is often half as much as the cost per click of the same term on Google. For some terms, Bing’s cost per click is as much as 70% cheaper than on Google. Finding terms that are cheaper on Google than Bing is a rare occurrence. Translation: this is low-hanging fruit for CPA offers – even dating, weight loss or credit card offers – because your CPC will be lower but your click thru rate will more than likely remain unchanged. This is also beneficial with affiliate marketing opportunities where PPC campaigns can be scaled significantly and yield steady ROI’s.
This gives advertisers more latitude in bidding for more competitive terms due to the lower cost. Bidding on more terms may allow advertisers to make up for the lower number of clicks, as well as to uncover new terms with a high conversion rate.
2) Finding Terms With Fewer Advertisers Is Easier On Bing
Fewer advertisers bidding on a term has to distinct advantages. The first, as noted above, is that the average cost per click is likely to be much lower.
3) Bid On Terms With High Buyer Intent
Searchers who use Bing spend 24% more than those who use Google. For those who bid on terms with a high user intent, this could result in a substantial boost to sales revenues. However, terms with a higher user intent, such as “Buy cookware” often come with a higher cost per click.
While this is true on both Google and Bing, the relatively lower average cost per click can improve the margins of your advertising campaign in a way that is not possible when advertising on Google.
Jeremy Page is an internet entrepreneur. He currently lives in El Tunco, El Salvador.