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When most marketers think of PPC, they think of Google AdWords.
While AdWords is a great platform to work with, others like Bing Ads often go ignored.
Bing Ads has a lot of catching up to do to be on par with AdWords. This is true.
But there are some definite pros to using this PPC platform in your paid search strategy.
1. Not Everyone Uses Google
Statistics show that in April 2017, Microsoft Bing handled 22.8 percent of all search queries in the United States.
Over that same period, Yahoo accounted for 11.7 percent, and Google accounted for 63.4 percent.
Other data shows Bing’s market share is climbing faster than Google’s, perhaps as a result of the growth of Windows 10.
If you’re using Google AdWords, but not Bing Ads, you’re missing out on nearly a quarter of potential searches.
According to a Microsoft report from June 2016, Bing’s U.S. market share increased to 31.3 percent, with 5 billion monthly searches and 160 million unique users.
As Bing powers nearly one out of every three searches in the U.S., skipping Bing Ads means you’re missing out on 59 million searches you can’t reach through Google AdWords.
2. Easy to Import Campaigns from Google AdWords
You don’t have to spend time creating new campaigns from scratch in Bing.
All it takes is a click.
Really. That’s it.
Your existing AdWords campaigns will be ready to go in Bing Ads.
However, there are a few areas that require extra attention:
Multiple Languages and Location Targeting
When your AdWords campaign has more than one targeting language, Bing only chooses the highest ranked supported language since it allows only one language per ad group.
You may find some differences because Bing doesn’t support as many languages as Google AdWords. If you have a language in Google AdWords that Bing doesn’t support, Bing Ads will default to the parent language.
Once you save the campaign, you cannot edit your location or language. You’ll need to recreate the campaign if you make a mistake here.
If you have any broad match negatives, Bing will treat them as phrase match.
You’ll need to recreate any Google AdWords automated rules again. They will not transfer.
CPA (Cost Per Acquisition) vs. CPC (Cost Per Click)
CPA isn’t supported in Bing Ads, so those campaigns will automatically convert to CPC.