New pay-per-click advertisers invariably start with AdWords. Google holds a dominant share of the search volume in the United States and even the name Google is synonymous with online search.
However, savvy advertisers can use Bing Ads to increase their coverage and earnings this holiday season of 2017. In this article I will share information about the scope of the Bing network and the relative value of Bing users by report to Google.
Bing-only Researchers
When I talk to advertisers, I often hear different reasons for using Bing. Some say it's too difficult to manage – in fact, it's simple to import AdWords campaigns into Bing – and some say that the search volume is too small, which is a valid point. But I also hear some observers claim that if someone uses Bing, he also uses Google and so it's a duplication without the gain.
But a comScore study conducted in November 2016 showed that desktop users instead use Bing – and not Google – for apparel, consumer electronics, flowers, gifts and toys.
The above data – from Bing, as reported by comScore – relates only to computer searches. It shows that a large portion of consumers who do research on Bing for specific product categories – clothing, consumer electronics, flowers, and toys – do not do research on Google. These are Bing only prospects.
Bing users spend more
When it comes to PPC ads, income is what matters. No matter the ranking of your ads, optimizing your bids or the appearance of your site. If you do not sell ads, you have problems. Bing can help.
The next image comes from Bing, showing comScore data from March 2017 on the probability for someone to spend at least $ 500 in specific categories.
The comScore study found that consumers using the Bing network are more likely to spend at least $ 500 in these categories: jewelry, women's clothing , home furnishings, toys and computer games, consumer electronics and cosmetics.
The comScore study found that the Bing Network audience is much more likely to spend at least $ 500 in these categories: jewelry, women's clothing, home furnishings, non-computer toys and games, consumer electronics and cosmetics. If your business operates in any of these segments, advertising on Bing could produce sales.
Bing adds a new feature
While Bing probably spends a lot of time and effort maintaining parity with AdWords, it has also added features and functionality. Recently, for example, Bing added a "Shop for" link to his desktop search experience.
desktop search link takes users to a page that allows for detailed filtering and comparison.
This will take you to the Purchases tab where users have new filtering features on the left side of the page.
The Bing Shopping tab has new filtering capabilities on the left-side of the page.
There are a few things to remember about screen capture above. First and foremost, the results listed are all PPC ads sponsored ads to be specific. These are based on the product feeds that advertisers provide to Bing with criteria such as brand, name, description and price. To appear in this type of shopping experience, an advertiser must provide the information in his or her product feed.
Therefore, when you add information such as the GTIN (Global Trade Item Number), Manufacturer's Reference Number (MPN), and product-specific attributes, your items could benefit from the following: more of these types of research. For the iPhone example above, the product-specific attributes would include the price, the display size, the operating system, the internal storage and the seller, since this are the filter options.
Consumers who seek this way are further in the process of buying. They are able to compare sellers by price and many other features to find the best deal for the product they want. This is good for the consumer and the advertiser.
Finally, these types of ads usually have a higher clickthrough rate because of their targeted nature. Bing estimates that this experience will increase clicks by 2 to 3%. By multiplying this by millions of searches during the holiday season, Bing Ads is a great opportunity for advertisers who take the time to submit a rich feed and advertise on Bing via product ads.
And remember that the advertiser pays nothing to appear in the list, regardless of the filtering done by the user. The advertiser pays only if the user clicks on his ad.
In short, Bing Ads could help e-commerce businesses reach consumers who do not use Google. Add the new Bing buy-sell features and you can ensure that your products are presented in a unique and fascinating way.