In internet advertising, like most things in life, a great goal to aim for is to get the most “bang for your buck.” In other words, you want to maximize your ROI (return on investment) so that you are making your money work as hard as it can for you.
4 Reasons Why Bing Search Ads Deliver Higher ROI
Though overlooked by many, Bing Search Ads can provide advertisers with an edge in four interesting ways.
1 – Bing Search Ads Have Attractive Audience Demographics
First, when a customer purchases a Windows PC, Microsoft edge is the default web browser installed on their machine. Because of this, Bing is the default search engine. PC users must take the extra steps required to use Google or Yahoo search engines.
Because these customers begin using Microsoft Edge, Bing presents an early means of reaching those customers with your ads. Certain age groups (55+) often use a PCs default search engine.
If you are trying to reach Baby Boomers, then there is a good chance that they will be searching on PCs using Bing Search.
Here is a view of the age demographics of the Bing US Audience:
One of the reasons that the Bing audience can be attractive to advertisers is that nearly 1/3 users has a household income of $100K or more.
Here are some details of the Bing US Audience income demographics:
2 – Bing Search Ads Have Higher Click Through Rates (CTR)
Bing searchers have higher click-through rates (CTR.) This means that when a user conducts a search and an ad displays based on their search results, Bing users are more likely to click on the ads than searchers using other search engines. Though CTR is important for all web advertisers, it is especially critical to those who seek to drive traffic to their site while managing costs. Wouldn’t it be in advertisers’ best interest to at least give Bing a try?
3 – Bing Search Ads Have A Lower Cost Per Click (CPC)
Third, advertisers are charged for their ads by search engines on a “Cost-per-click” basis. This means that though an ad can show when a user makes a search query, (this is called an “impression”), the advertiser will not be charged for that impression unless the user clicks on their ad.
When compared to other search advertising options, on average, Bing has shown a trend of having lower CPC for similar keywords. Keeping your CPC down, can either allow for an advertiser to spend less on their advertising budget, or to stretch that budget even further. Both of these are obviously very good for an advertiser’s business.
4 – Bing Search Ads Have A Lower Cost Per Acquisition
The fourth reason that Bing may have an edge over search advertising networks when it comes to ROI is that Bing ads have been shown to have a lower cost per acquisition. This is based on lower advertiser competition for certain searches resulting in a lower cost per click than other search advertising options.
This allows Bing advertisers to maximize their ROI by driving down their cost per acquisition.
The 4 Advantages Bing Search Ads
Before ignoring Bing Search ads, advertiser should consIder these aspects of Bing Search:
- Attractive audience demographics,
- Higher click through rates,
- Lower cost per click,
- Lower cost per lead/sales.
The best way to determine if Bing Search Ads are right for your business is to test them and compare with other search options. You might just find that Bing can offer incremental sales at a lower cost per acquisition.
Interested in learning more about our paid search services? Our team is Bing Accredited and focused on helping businesses grow. Contact us today to learn more.