Bing is Microsoft's search engine and, like Google, has its own advertising tool. Here's how it works and use it best.
Those who have a website and are not satisfied with the earnings obtained with Google's sponsored campaigns, can consider trying Bings Ads , the second largest platform in the world for pay per click advertising .
Ads created with Bing Ads can be viewed on Bing, Aol and Yahoo! Search engines as an alternative to Google. In the United States and the United Kingdom, the platform is very popular and in the States, in particular, it occupies even 33% of market shares. In Italy, however, although it only covers 8% of the search engine market, it is nevertheless constantly growing.
Just for the fact that it is a more or less unexplored market, it is worth a try. Among other things, in some cases, it can be very advantageous: think of the Italian sites and e-commerce that have customers also in the USA and the United Kingdom. In this case, the advertisements on Bing represent an additional weapon to reach a wider audience. For those who have a predominantly Italian clientele, Bings Ads are still an excellent alternative to differentiate their investment and reach other market segments.
Let's see in detail what Bing Ads is , what are the main advantages, how to use and the substantial differences with Google Ads.
· What is Bing Ads?
· What are the advantages of Bing Ads?
· How Bing Ads works and how to set up an advertising campaign
· Differences between Bing Ads and Google Ads
What is Bing Ads?
When a user searches with the Bing engine by typing a specific keyword, advertisements appear to respond consistently and completely to his request. The goal of each site is to attract users with attractive ads capable of providing a concrete solution to their requests and problems.
Bing Ads , we remind you, allows you to plan your ads daily and in specific time slots. After joining the platform, you can create targeted advertising campaigns by selecting targeting settings based on the characteristics of your audience (such as age, location, device, purchase intentions, language, etc.).
What are the advantages of Bing Ads?
Among the many advantages of Bings Ads the following can be mentioned :
· Greater control and targeting of advertising campaigns according to the data acquired on users and devices used to navigate;
· Lower costs thanks to less competition;
· Flexibility on search partners, as it is possible to target the ads to a specific partner or exclude it for a specific advertising campaign;
· Analysis of the user's path after clicking on the ad in order to know his behavior and subsequently optimize the campaigns.
How Bing Ads works and how to set up an advertising campaign
The first thing to do is sign up for the platform, if you don't already have a Microsoft account. At this point you can set up an advertising campaign "from scratch". However, if an ad campaign has already been created with Google, you can import it on Bing Ads, in order to speed up and facilitate the process. In particular, you can decide what to import: the landing page Design URLs, the ad extensions, the tracking models, the offers and the budget to be allocated.
The last step includes the choice of keywords: this is certainly one of the fundamental aspects if you want to create a successful advertising campaign; very useful, in this sense, is the Bing Ads keyword planning tool , which allows you to identify new and related keywords and to know the trends and metrics of the search volume for specific keywords.
Differences between Bing Ads and Google Ads
Here we are finally at the "challenge" between Bings Ads vs Google Ads : who will win? Both platforms aim to attract users and push them to click on advertising campaigns, so the differences between Google Ads and Bing Ads are not many. Indeed, it can be said that these tools provide identical functions and operate at the marketing level with the same perspective.
Google is undoubtedly the largest and best known search engine worldwide and this means that the ads published on this search engine will reach a very large number of people. On the other hand, the competition on Bing Ads is very low: it follows that the cost per click is much lower than in Google. It will therefore be possible to be in the first positions even with a low cost.
By using both platforms, it is possible to ensure almost 100% of the possible visibility, relative to the searches carried out by users from all over the world.
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