Bing Ads, recently rebranded as Microsoft Advertising, is a search advertising platform owned by Microsoft. When deciding if Bing Ads is the right platform to use for your business, there are certain factors that should be taken into consideration. For example, Bing’s audience is typically older and a much smaller volume than Google. Therefore, you may find that your campaign performs extremely well on Google Ads, but doesn’t deliver the same results on Bing Ads.
Paid search advertising is advertising that appears on search engines on a pay-pay-click (PPC) model. It works by targeting specific ‘keywords’ that you would like your advertisements to appear for, and placing a maximum cost-per-click bid to let the search engine know how much you’re willing to pay per click.
Google Display Advertising is run through the Google Ads platform, via the Google Display Network or GDN (comprised of YouTube, Gmail and Google Display partners).
Instead of being text-based, Display Ads can be in either image or video form, and offer many alternative targeting options to Google Search Advertising.
Remarketing Ads are advertisements that you choose to show users who have already interacted with your company in some way. For example, if they have visited your website, clicked on/interacted with a specific ad or liked your social media page.
Remarketing can be an essential stage in the sales funnel. However, contrary to popular belief, it isn’t necessary for every business.
Bing Ads is similar to Google Ads, with the general premise being that you bid on your chosen keywords for your ads to appear on the search engine and pay-per-click (PPC) received. Like Google, Bing Ads isn’t entirely limited to keyword targeting - you can also create shopping campaigns and can even link your Google Merchant Center to Bing, as well as having the ability to utilise audience targeting.
Bing Ads is often associated as being a cheaper alternative to/version of Google Ads. In some cases, this is true, with corresponding Bing Ads campaigns having a lower cost-per-click and cost-per-acquisition than the mirroring Google Ads campaign. However, this completely depends on the industry, competition level, and your quality score.
Bing Ads can be tracked using the Bing UET (universal event tracking) tag, and can also be tracked in Google Analytics when using UTM (urchin tracking module) tags. UTM tags in Bing Ads can either be created and added manually, or they can be added automatically by changing the settings in your Bing Ads account.
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