Is advertising on Bing worth it?
Posted by drew on Oct. 28, 2014, 6 p.m.
When it comes to PPC efforts, most people are talking about Google Adwords. Google is the most popular search engine, so ads in Adwords get the more impressions and consequently more traffic. There are countless guides to Adwords and its various features, so I won’t cover those here.
Instead, I’m going to focus on the other paid search options available to digital marketers. Let’s start with the Yahoo Bing Ads Network. Despite being one of the largest search engines online, the Bing ads network is significantly less popular among advertisers. This results in a lower cost per click (CPC) on average (often 50-70% cheaper).
Additionally, an estimated 163 million users are searching on Yahoo and Bing each month, 54 million of which do not search on Google. That is 54 million potential customers you lose access to by ignoring the Yahoo Bing Network.
A study by AdGooRoo (covered in this Search Engine Watch article) found that Adwords dominated every tested vertical for clicks and CTR, but not always for ad impressions. If impression share is the goal of your PPC campaign, then you may be better off using the Yahoo Bing Network, depending on your vertical.
Because of the lower competition and the lower traffic in Bing and Yahoo, advertisers can get away with targeting a wider variety of keywords for their campaigns in the YBN. This allows you to put your brand in front of more users, although you may find that your ads are showing up for less relevant search queries.
In addition to the Yahoo Bing Network, advertisers can also promote content, products, and their site on social media. Most social media networks offer some kind of paid promotions, including Facebook promoted posts, StumbleUpon Paid Discovery, and Twitter Promoted Tweets. Each of these networks could be their own blog post, so I won’t go into them here (yet).
Ultimately, I would recommend sticking to Adwords for most advertisers, because their focus is on driving traffic, and Google wins out for that. However, if you want to spread a brand message through impressions, or if you can’t afford certain keywords in Adwords, or even if you find that you are getting diminishing returns in Adwords, then experimenting with Yahoo Bing Network might be a good option for you.