Businesses often gravitate toward Google Ads due to its market dominance. However, overlooking Bing Ads (now Microsoft Advertising) can mean missing out on a significant opportunity to reach a broader audience.

However, with over 1 billion monthly searches and a unique user demographic, businesses that focus solely on Google Ads might be missing out on a valuable opportunity to expand their audience; Bing Ads is a powerful platform that can complement your overall marketing strategy.

Let's explore why incorporating Bing Ads into your marketing mix is essential and how various industries can leverage its benefits.

Why Bing Ads Matters: Beyond Google’s Shadow

Dismissing Bing Ads as a secondary platform is a mistake. It commands a substantial portion of the search market, particularly among demographics often overlooked by Google-focused campaigns.

Here's why Bing Ads are essential:

Reach a Unique Audience:

Bing's user base tends to skew older, more educated demographic with higher disposable incomes; which can be advantageous depending on your target market.

• Bing powers 27% of desktop searches in the U.S. on Microsoft Edge, and partners with Yahoo, Alexa voice search, and Ecosia, expanding its reach to 137 million unique searchers.
  
  
• Bing users demographics tend to be older (35–54+), higher household incomes ($100k+), and are more likely to make purchasing decisions for their households or businesses, which can be beneficial depending on your target market.
  
  For instance, if your business caters to luxury goods or services, you may find a more receptive audience on Bing.
  
  
• According to Microsoft, Bing Ads can potentially reach 63 million searchers who aren’t reached by Google Ads, including a significant number of users in the B2B and professional services sectors.

Lower Competition:

The competition on Bing Ads is generally less intense compared to Google Ads. This means that businesses can often secure higher ad positions at lower costs, making it an attractive option for budget-conscious SMBs.

• Average cost-per-click (CPC) on Bing is 30–60% cheaper than Google Ads due to lower competition.
  
  For example, "HVAC services" might cost $15 on Google but only $8 on Bing.
  
  
• Higher intent-to-purchase behavior: Bing users spend 34% more when shopping online compared to other platforms.

Beyond the Basics: Additional Bing Ads Advantages

Targeting Options:

Bing Ads provides robust targeting options, including demographic, geographic, and device targeting. This allows businesses to tailor their ads to specific audience segments, improving ad relevance and performance.

For example, Bing Ads offer unique features, such as the ability to target LinkedIn profiles, which can be particularly beneficial for B2B companies.

Customer Insights:

Bing Ads offers detailed analytics and insights, helping businesses understand their audience better and optimize their campaigns for better performance.

Import from Google Ads:

Streamline campaign setup by importing existing Google Ads campaigns directly into Bing Ads, saving time and effort.

Industry-Specific Strategies: Actionable Steps for SMBs

To leverage Bing Ads effectively, businesses in various sectors can implement the following strategies:

Retail:

• Target Local Customers:
  Use geographic targeting to reach customers in specific regions where your physical stores are located.
  
  
• Promote Seasonal Offers:
  Create ad campaigns for specific seasons or holidays to capitalize on increased consumer spending.
  
  
• Leverage Retargeting:
  Use retargeting to bring back visitors who have shown interest in your products but didn’t make a purchase.

Restaurants:

• Highlight Specials:
  Run ad campaigns to promote daily specials, happy hours, and special events.
  
  
• Target Local Searchers:
  Use local search targeting to reach customers searching for nearby dining options.
  
  
• Use Ad Extensions:
  Add call extensions to your ads to encourage customers to call and make reservations directly from the search results.

Hospitality:

• Promote Destinations:
  Create ad campaigns targeting popular travel destinations to attract potential guests.
  
  
• Use Image Ads:
  Utilize image ads to showcase your properties and amenities, making your ads more engaging.
  
  
• Optimize for Mobile:
  Ensure your ads are mobile-friendly, as many travelers search for hotels and vacation rentals on their smartphones.

Construction:

• Target Specific Services:
  Run ad campaigns for specific services like home renovations, commercial construction, or landscaping.
  
  
• Use Detailed Targeting:
  Target ads to users searching for construction services in specific locations or with specific needs.
  
  
• Highlight Customer Reviews:
  Use ad extensions to display customer testimonials and ratings, building trust with potential clients.

Healthcare:

• Target Health-Related Searches:
  Create ad campaigns targeting health-related keywords to reach patients looking for specific services or treatments.
  
  
• Use Location Extensions:
  Add location extensions to your ads to direct patients to your nearest facility.
  
  
• Promote Online Booking:
  Use ad extensions to allow patients to book appointments directly from the search results.

Professional Services (Legal, Accounting, etc.):

• Target High-Intent Keywords:
  Use keywords that indicate high intent, such as "tax preparation services" or "divorce lawyer," to reach potential clients at the right moment.
  
  
• Use Call Extensions:
  Add call extensions to your ads to encourage potential clients to call and schedule consultations.
  
  
• Leverage Ad Scheduling:
  Schedule your ads to run during business hours when your phone lines are staffed to handle inquiries.

Industry-Specific Examples: Implementation

Retail:

Example:
A retail store in New York City runs a Bing Ads campaign targeting "Christmas gift ideas" during the holiday season. By using location targeting, they ensure the ads are shown to users in the NYC area. The lower CPCs on Bing allow them to run more extensive ad campaigns without breaking the budget.

Restaurants:

Example:
A local restaurant in Chicago creates a Bing Ads campaign for "Friday night happy hour." They use call extensions to encourage diners to call and make reservations. By targeting users within a 5-mile radius, they ensure the ads are relevant to nearby customers.

Hospitality:

Example:
A hotel chain runs a Bing Ads campaign targeting "beach vacation deals" during the summer months. They use image ads to showcase their beachfront properties and offer a special discount for early bookings. The lower competition on Bing helps them secure a higher ad position at a lower cost.

Construction:

Example:
A home renovation company in Texas creates a Bing Ads campaign targeting "kitchen remodeling" and "bathroom remodeling." They use detailed targeting to reach users searching for these services in specific zip codes. By highlighting customer reviews, they build trust and credibility with potential clients.

Healthcare:

Example:
A dental clinic runs a Bing Ads campaign targeting "emergency dental care" and "teeth whitening." They use location extensions to direct patients to their nearest office and offer online booking to streamline the appointment process. The lower CPCs on Bing allow them to run more cost-effective campaigns.

Professional Services:

Example:
A law firm in California creates a Bing Ads campaign targeting "personal injury lawyer" and "family law attorney." They use call extensions to encourage potential clients to call for a consultation and leverage ad scheduling to run ads during business hours. The lower competition on Bing helps them reach a broader audience without incurring high costs.

Additional Benefits

Beyond cost savings and niche targeting, Bing Ads can also complement your broader digital marketing mix:

• Data Diversity:
  By using multiple advertising platforms, businesses gather more diversified data insights, leading to better customer segmentation and improved campaign strategies.
  
  
• Testing Ground:
  Bing Ads can serve as an exploratory platform for newer ad formats and audience segments. Experimenting on Bing might reveal untapped niches that could later be scaled across other channels.

Conclusion: Diversify to Dominate

Bing Ads offers a unique opportunity for small and medium businesses to reach a diverse and often under-served audience. By leveraging the cost efficiency, robust targeting options, and integration with Microsoft products, businesses can achieve better ROI and expand their market reach.

Whether you’re in retail, restaurants, hospitality, construction, healthcare, or professional services, implementing Bing Ads can be a strategic move to enhance your digital marketing efforts and drive more business.