Why is Bing Ads essential, and how to present them…

Most marketers know this fact, but just to be sure. If you are running any respectable online marketing campaign, it will indeed include the Bing Ads platform as well. Although Google Ads are the most valuable, and Facebook and other social networks are the most attractive ones, there are many reasons why you would want to advertise in Bing.

Microsoft owns Bing, so Yahoo and AOL are where your ad is actually seen as well.

Bing shows display URLs underneath the ad headline, and it highlights their display URLs with bold formatting. Google Ads does not.


Both Google and Bing offer a keyword research tool, broad match, and negative keyword targeting. The main difference between the two platforms is that the traffic volume for keywords is much lower on Bing.


But Bing ads tend to have higher CTRs for shopping and financial services search verticals. That’s because they offer many shopping and financial resources, and ads in those search verticals on those platforms reach highly-interested prospects, receive more engagement, and have higher CTR.


Google has a higher reach, of course, but the Bing network is growing quickly. Just

  • Bing now has 34% of the desktop search engine market share worldwide
  • There are 5.4 billion monthly searches conducted on the Bing Network
  • 136 million unique searchers use the Bing Network
  • Most importantly, Bing Ads reach 63 million searchers that aren’t reached with Google AdWords. 


What Bing lacks in volume, it certainly makes up for in performance. The average cost-per-click on Bing Ads can be up to 70% lower compared to AdWords.


Bing Ads advantages over Google Ads


Some of the advantages of using Bing Ads are:

  • You can import your Google Ads campaign
  • It has increased granular control and
  • Improved device targeting with
  • Greater transparency
  • Bing Ads has higher engagement and conversion rates


Should you use Bing or Google ads?

I am sure that the best digital advertising strategy is to leverage both platforms if your budget allows it. If you’ve already done AdWords, using Bing Ads will be easy.


Reporting Your Bing Ads campaigns

You need first to understand your marketing goals, then understand the data. You should know each measured quantity and how they interact with each other. Using the simple Bing Ads overview Report Template, you can start to study your data. You can then expand and the go-ahead to create measures that will suit your marketing needs. From there, your options are limitless.


Further steps


It is just the beginning of the Power BI reports journey. I have used this approach in some of my reports I have published in the Power BI Data Stories Gallery, and I invite you to check them out. Please let me know if this post was clear enough and provided you with the information you need to connect to your data using a third-party vendor template. I will be happy to update this article with the necessary details. Also, you can check for more information on my blog.

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