Join Joseph Kerschbaum for an in-depth discussion in this video Valuing the benefits of Bing Ads, part of Bing Ads Essential Training (2014).
- When businesses think about search engine marketing they generally think about Google, and this makes sense because Google possesses the lion's share of search engine traffic. On average, Google drives about 68 percent of all search queries on the Internet. This equates to about 12 billion queries a month, and that's about 144 billion queries every year. If you guys noticed the stats I just quoted, you'll probably figure out that I said that Google is about 68 percent of all web queries. They don't contain the entire pie.
So where can you get the rest of these web queries, and how can you grow your business? Expanding your search engine marketing campaigns beyond Google can increase your revenue, and yes, it will grow your business. So, where can capture these missed queries? Bing. It's owned by Microsoft and it generates about 5.6 billion queries every month, and that's about 60 billion queries every year. Sure, this number is less than what Google does, but these are highly valuable web queries and there's only about 5.6 billion of them a month.
That is a ton of missed opportunity for any business of any size. So the reasons you should run your campaigns on Bing are: They diversify your search marketing campaigns because if you focus only on Google, if Google has a bad month, your entire business is going to have a bad month. So you live and die by Google. You can capture potential sales. Like I mentioned, there's only about 5.6 billion search queries on Bing every month, so you're probably leaving a bunch of queries on the table, and when you leave them on the table, you're probably giving them to your competitors, and you can gain better brand visibility.
This just means you're controlling your brand messaging even better. On top of expanding your search marketing campaigns, and expanding your brand awareness, Bing is also more cost efficient, in general, than Google. I've found that the cost per click on Bing tends to be lower than Google, the conversion rates tend to be a little bit higher, and the return on ad spend tends to be a little bit stronger on Bing. So like I've said, the volume is a little bit lower on Bing, but the traffic is pretty high quality. So Google isn't the only game in town when it comes to driving search engine traffic to your website.
Now you understand the value Bing Ads can bring to your search engine marketing campaigns, and grow your business.
The course begins with an overview of Bing Ads and the search landscape, and then PPC expert Joseph Kerschbaum guides viewers through creating an account and placing ads with Bing Ads and across the Yahoo! Bing Network.
The course then explores best practices for organizing campaigns and ad groups and appropriately matching keywords. Joseph includes tutorials on setting bids and budgets, writing effective ads, and launching and testing variants. Plus, learn how to import AdWords campaigns, measure the performance of your ads, and address important Quality Score issues.
- Comparing Bing and Google
- Creating your account
- Setting up billing
- Choosing ad outlets
- Organizing campaigns and ad groups
- Creating new campaigns
- Setting up campaign budgets
- Setting keyword bids
- Writing effective text ads
- Importing campaigns from AdWords
- Tracking ad performance
- Understanding Quality Score
- Running reports