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  • Marcin Szymanski

Bing Ads

What do advertisers care about the most? On reaching the right target group. And what do providers of advertising platforms want? To enable advertisers to find such audiences. On the Internet, the easiest way to get "personalized" ads based on user activity in search engines or social media platforms. Now Bing will analyze these activities, using our data on LinkedIn.


Bing supports over 30% of searches in the US, and LinkedIn has a database of 575 million users. How to combine these two facts? Of course, by targeting properly. Microsoft, having both these services, can do it easily. An invitation for advertisers has appeared on the Bing Ads blog that promises them to display even more relevant ads.


Advertising in Bing is an essential complement to the advertising campaigns in Google Ads.

The Bing Ads advertising system is a similar solution to Google Ads. Allows presenting ads to users using the Bing search engine. Promotion in the Bing Network is important for advertisers who want to reach potential customers in countries such as: the United States, Japan, Germany, Great Britain, France, Canada, South Korea and Australia.


The Bing Ads advertising system is a similar solution to Google Ads. Allows presenting ads to users using the Bing search engine. Promotion in the Bing Network is important for advertisers who want to reach potential customers in countries such as the United States, Japan, Germany, Great Britain, France, Canada, South Korea and Australia. At the moment, advertising is not available on the Polish market.



The Bing Ads advertising system allows you to use several types of ads:


  1.  Search text ads

  2.  dynamic text ads in search engine,

  3.  product ads

  4.  Microsoft Audience Ads native ads

  5.  ads encouraging installation of mobile applications.


The above types of ads are used in campaigns implemented in Bing, Yahoo, MSN and partner search engines as well as in the content network. As with Google, Bing Ads also offers remarketing solutions.


In the scope of supplementary information added to ads, we have the following extensions: location, phone calls, sitelinks, images, applications, opinions.


For markets where Bing Ads are available, this is a great solution to diversify sources of potential customers for advertisers.


Advantages of Bing Ads

  Lower cost per click - CPC in Bing Ads is on average several percent lower than in the case of Google Ads.

  Higher conversion rate - In many industries, Bing search ads provide a higher conversion rate than Google.

  The ability to import campaigns from Google Ads - the Bing Ads system gives you the ability to easily copy campaigns.

  Less competition - due to the fact that Bing is a search engine less popular than Google, the number of competing advertisers is also definitely lower.



Essential advantages of Bing Ads


1. Bing Ads has less challenge and less expensive CPC's.


Most little and medium-sized organizations see Bing Ads as a reconsideration, however they should think about it sooner. Bing Ads utilizes a comparative sale dynamic as the Google Ads closeout, so the promoters on Bing have various advantages from an absence of rivalry, for example, better advertisement positions and less expensive expenses per click. Of our broad oversaw administrations customers who were promoting on both Google and Bing, we saw that about all had lower search CPC's on Bing, averaging 33.5% less expensive CPC on Bing. Not exclusively were these snaps less expensive on Bing, however their promotions all the time were in preferred situations over their Google partners and had higher CTR's.


2. Bing Ads offers more granular control at the campaign and ad group levels.


Unlike in Google Ads, Bing allows you to assign different campaigns different time zones. This makes sophisticated ad scheduling strategies far easier to manage in Bing, particularly if your campaigns reach internationally.

In Google Ads, Google makes you set your network, location, ad scheduling, language, and ad rotation settings at the campaign level and ad groups are restricted to their campaign-level settings. Bing Ads, however, opens these options up at the ad group level, allowing you to quickly adjust a setting for a particular ad group without having to go through the hassle of creating a brand new campaign to make the change.





Bing ads will target us based on data from LinkedIn


What do advertisers care about the most? On reaching the right target group. And what do providers of advertising platforms want? To enable advertisers to find such audiences. On the Internet, the easiest way to get "personalized" ads based on user activity in search engines or social media platforms. Now Bing will analyze these activities, using our data on LinkedIn.


Bing supports over 30% of searches in the US, and LinkedIn has a database of 575 million users. How to combine these two facts? Of course, by targeting properly. Microsoft, having both these services, can do it easily. An invitation for advertisers has appeared on the Bing Ads blog that promises them to display even more relevant ads.


Microsoft emphasizes that this option is unique for the Bing Ads platform and is a great opportunity for marketers to maximize campaign effects. Targeting is precise and based on three categories: company, position and industry. In other words, ads will be personalized based on this data. This is not a big assassination attempt (compared to the infamous Facebook experiments), but some may feel over-watched. In this case, we should check our privacy settings on LinkedIn.


Targeting based on data from LinkedIn is another way for Microsoft to reap additional benefits from its platforms. Unwillingly, by logging in to these and many other sites, we consent to the use of our data for marketing purposes. This also largely maintains the sites whose use is free. Personalized ads for us can enjoy some, irritate others, but in the end it is a big business that will only grow.



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