Google Ads is often the first platform businesses consider when venturing into digital advertising. However, Microsoft Ads formerly Bing Ads presents a powerful alternative, offering significant advantages that could enhance your advertising efforts. While Bing might not have the same market share as Google, it provides advertisers with unique opportunities, such as lower costs per click (CPC) and more targeted audiences, making it a strong contender in the search advertising space. Let’s take a look at why advertising on Bing can be beneficial for your business and how it complements your Google Ads strategy.

Up to 70% Lower CPC Than Google Ads

One of the most compelling reasons to consider Microsoft Ads is the cost. Data from ReportGarden shows that Bing’s CPC can be up to 70% lower than Google Ads. This makes Bing an attractive option for businesses looking to maximize their advertising budget.

While Google Ads is a highly competitive platform with millions of advertisers bidding on keywords, Bing offers less competition. The result is that advertisers on Bing can bid on keywords at a fraction of the cost compared to Google. For small to medium-sized businesses or advertisers with limited budgets, this can be a game-changer. A lower CPC means that you can get more clicks for the same investment, allowing you to drive more traffic to your website without increasing your advertising budget.

Additionally, with Microsoft Ads, advertisers often see a better return on investment (ROI) due to the lower costs. You can achieve significant reach without the financial pressure that often comes with Google Ads’ higher CPC. Whether you’re a large corporation or a small business, this cost-effectiveness can be particularly advantageous.

More Than Half a Billion Unique Users

Bing might not have the sheer volume of users as Google, but with over 686 million distinct PC users, it’s a platform you shouldn’t overlook. Bing offers a burgeoning market with millions of users who actively search and engage with content on the platform daily. Ignoring Bing while focusing solely on Google could mean missing out on a vast pool of potential customers.

Bing is integrated into Microsoft’s products like Windows operating systems and Microsoft Edge, giving it access to a user base that remains untapped by Google. Many businesses might overlook Bing because they assume Google is the only search engine that matters, but Bing offers distinct advantages, particularly when it comes to reaching a unique demographic of users.

Furthermore, Bing users tend to be older, more affluent, and more likely to use desktop computers, making it an ideal platform for targeting certain industries or products that appeal to these audiences. If you’re in a market that caters to these demographics, you could see better engagement and conversions on Bing than you would on Google, where the user base skews younger and more mobile-focused.

Bing Users Shop Online Every Week

Another significant advantage of Bing is its highly engaged audience. According to Microsoft, 100% of Bing users engage in online shopping every week, with a staggering 72% of them being adults. What makes this statistic even more enticing is that 41% of these users belong to the top 25% household income bracket.

For e-commerce businesses, this is a huge opportunity. By advertising on Bing, you are reaching an audience that is not only actively shopping online but also has the financial capacity to make purchases. Bing users tend to have more disposable income than the average Google user, which can lead to higher transaction values and better overall sales performance for businesses advertising on the platform.

This shopping behavior, combined with Bing’s lower CPC and its affluent user base, makes it a particularly promising platform for e-commerce businesses looking to expand their reach. With the right strategy, you can capture the attention of a high-value audience that regularly shops online, giving your business a competitive edge in the digital marketplace.

Target Exact Audiences with Precision

Bing isn’t just a search engine. It’s part of the larger Microsoft ecosystem, which includes Windows, Microsoft Office, and the Edge browser. This gives Bing Ads a unique advantage in terms of targeting capabilities. Because Bing taps into data from across the entire Microsoft ecosystem, advertisers can target their ads with precision that’s hard to replicate elsewhere.

For example, Bing Ads allows you to target users based on their device, operating system, and even the specific version of Microsoft products they use. This makes it easier for advertisers to reach users who are more likely to engage with their products or services. Moreover, Bing offers demographic targeting, which means you can tailor your ads to specific age groups, genders, or income levels, ensuring that your message is seen by the right audience.

This level of targeting precision can be incredibly valuable for businesses with niche markets or specialized products. By focusing your advertising on a specific segment of Bing’s user base, you can ensure that your ads are reaching the people who are most likely to convert, improving both your ad performance and your ROI.

Bing and Google: A Winning Combination

Many advertisers assume it’s an either/or decision when choosing between Google and Bing for their search advertising. However, using both platforms in tandem can maximize your online visibility. Each search engine has its strengths, and by advertising on both, you can ensure that you’re not missing out on valuable audiences.

While Google remains the dominant player in the search engine space, Bing offers unique advantages that Google does not. Bing Ads can complement your Google Ads strategy by giving you access to different demographics and lower CPC, allowing you to reach a broader audience at a fraction of the cost. By spreading your advertising efforts across both platforms, you can achieve better overall performance and a more comprehensive digital marketing strategy.

Alphabet Digital : Your Microsoft Ads (Bing Ads) Expert

At Alphabet Digital , we specialize in helping businesses leverage the full power of Bing Ads. As a Bing ad agency based in South Africa, we’ve seen and done it all. Our fool-proof approach focuses on understanding your brand and your customer’s journey—first and foremost.

We take the time upfront to learn about your business goals, needs, and challenges. By understanding what’s most important to you in terms of ad performance and business growth, we tailor our PPC (pay-per-click) solutions to fit your specific needs. Our team of experts will work with you to create customized strategies that maximize your Bing Ads potential while ensuring that you’re not missing out on any opportunities.

From initial research to ad creation, optimization, and reporting, we handle every aspect of your Bing Ads campaigns. You can rest assured knowing that we are committed to helping your business achieve its goals and generate measurable results.

At Alphabet Digital, we don’t believe in a one-size-fits-all approach. Every business is different, and we pride ourselves on offering personalized solutions that are right for you. Whether you’re looking to increase your brand’s visibility, drive more traffic to your website, or boost your online sales, we have the expertise to deliver results.

With years of experience managing Bing Ads campaigns for a variety of industries, we understand what works and how to get the best results. Our data-driven approach ensures that your ads are optimized for performance, delivering high ROI while keeping costs low. Let XYZD Agency take your Bing Ads strategy to the next level and help your business grow.