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Bing ads: an alternative to Google ads?
When discussing paid advertising on search engines or SEA, you probably think of Google Ads. This is completely normal, as Google is the most popular search engine in the world. However, when investing in SEA, it’s wise to explore the other options available. Despite Google’s popularity, a significant number of users also rely on other search engines like Bing. In Q1 of 2021, Bing accounted for about 8.88% of desktop search traffic. So, it’s worth considering Bing Ads as well. But what exactly are Bing Ads, why should you use them, and how do they differ from Google Ads? You’ll find out here.

What are Bing Ads?
As the name suggests, Bing Ads are search advertisements that can be placed on Microsoft’s search engine, Bing. The principle is exactly the same as advertising with that other search engine. You can bid on keywords to secure a spot at the top of the search results. Just like with Google Ads, Bing Ads offers different forms of advertisements:
- Display Ads
- Shopping Ads
- Search Ads
Now that you know what Bing Ads are, you might wonder why you should use them.
Why use Bing Ads?
When you think of SEA or search engine advertising, you automatically think of Google. That’s not unusual, given that Google is the largest search engine in existence. But why should you still invest in Bing Ads? Well, in 2019, Bing accounted for 9.41% of global search volume across all devices. That might seem small, but it translates to 12 billion searches per month. Moreover, it’s very easy to set up. If you’re already working with Google Ads, transferring your search ads to Bing is straightforward without requiring adjustments. The structure is highly similar, allowing you to effortlessly target both search engines simultaneously.
In addition, being present everywhere is crucial. Especially if you want to leverage search engine advertising or paid advertising across the entire funnel, it only makes sense to create touchpoints with your target audience across as many channels as possible. Bing should definitely be part of that mix.
Our online marketers have observed that Bing Ads can contribute up to 5% of total conversions. Another advantage is that there’s often less competition on Bing, which reduces costs. However, keep in mind that this channel generates less traffic to your website than Google. Therefore, it’s unlikely that your Bing Ads results will match or surpass those of Google Ads.
What are the major differences with Google Ads?
Although many aspects are quite similar between Google Ads and Bing Ads, there are a few key differences you need to consider.
As mentioned earlier, there’s a difference in volume. Bing generally has less search volume than Google, which translates to lower traffic to your website via Bing Ads. Be sure to take this into account when budgeting and deciding to invest in Bing Ads.
In addition, Bing, like Google, offers shopping ads. However, you’ll quickly notice that these are currently only available in French in Belgium. If your target audience isn’t French-speaking, it’s best to avoid Bing Shopping Ads for now.
Thirdly, while it’s easy to transfer Google Ads campaigns to Bing Ads, the interface is, of course, not the same. Bing Ads are set up and managed through the Microsoft Manager. If you’re used to Google Ads, it may take some time to adapt, but you’ll get comfortable with this interface over time as well.
Lastly, be cautious when transferring Google Ads to Bing Ads. If you’ve used call-out extensions in Google Ads to highlight your USPs and you want to transfer these ads to Bing, you’ll need to take an additional step. Bing Ads require you to manually add Action Extensions, as the call-out extensions from Google aren’t automatically carried over.
The verdict on Bing Ads:
The use of Bing Ads is often underestimated because it’s not as well-known a platform. However, as mentioned, it shares significant similarities with Google Search Ads and operates in a very comparable manner. You now know that Bing Ads represent a substantial search volume and contribute significantly to conversions for your marketing campaigns.
If you take into account the differences with Google Ads and know how to address them effectively, Bing Ads can certainly be of interest to you and offer a lot of potential.
Would you like to start advertising on Bing but aren’t sure where to begin? Our online marketing experts are happy to help you get started!
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