{"id":44245,"date":"2021-10-04T11:22:16","date_gmt":"2021-10-04T09:22:16","guid":{"rendered":"https:\/\/hybridagency.be\/blog\/analysis\/bing-ads-een-alternatief-voor-google-ads\/"},"modified":"2025-09-23T11:31:02","modified_gmt":"2025-09-23T09:31:02","slug":"bing-ads-an-alternative-to-google-ads","status":"publish","type":"post","link":"https:\/\/hybridagency.be\/en\/blog\/digital-marketing\/bing-ads-an-alternative-to-google-ads\/","title":{"rendered":"Bing ads: an alternative to Google ads?"},"content":{"rendered":"

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\u2019s wise to explore the other options available. Despite Google\u2019s popularity, a significant number of users also rely on other search engines like Bing. In Q1 of 2021, Bing<\/a> accounted for about 8.88% of desktop search traffic. So, it\u2019s 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\u2019ll find out here.<\/p>\n<\/div><\/div><\/div><\/div>

\"Bing<\/div><\/div><\/div><\/div><\/div>
<\/div>

What are Bing Ads?<\/h2>\n

As the name suggests, Bing Ads are search advertisements that can be placed on Microsoft\u2019s 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:<\/p>\n

    \n
  • Display Ads<\/li>\n
  • Shopping Ads<\/li>\n
  • Search Ads<\/li>\n<\/ul>\n

    Now that you know what Bing Ads are, you might wonder why you should use them.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

    <\/div>

    Why use Bing Ads?<\/h2>\n

    When you think of SEA or search engine advertising, you automatically think of Google. That\u2019s 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\u2019re 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.<\/p>\n

    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.<\/p>\n

    Our online marketers have observed that Bing Ads can contribute up to 5% of total conversions. Another advantage is that there\u2019s 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\u2019s unlikely that your Bing Ads results will match or surpass those of Google Ads.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

    <\/div>

    What are the major differences with Google Ads?<\/h2>\n

    Although many aspects are quite similar between Google Ads and Bing Ads, there are a few key differences you need to consider.<\/p>\n

    As mentioned earlier, there\u2019s 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.<\/p>\n

    In addition, Bing, like Google, offers shopping ads. However, you\u2019ll quickly notice that these are currently only available in French in Belgium. If your target audience isn\u2019t French-speaking, it\u2019s best to avoid Bing Shopping Ads for now.<\/p>\n

    Thirdly, while it\u2019s 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\u2019re used to Google Ads, it may take some time to adapt, but you\u2019ll get comfortable with this interface over time as well.<\/p>\n

    Lastly, be cautious when transferring Google Ads to Bing Ads. If you\u2019ve used call-out extensions in Google Ads to highlight your USPs and you want to transfer these ads to Bing, you\u2019ll need to take an additional step. Bing Ads require you to manually add Action Extensions, as the call-out extensions from Google aren\u2019t automatically carried over.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

    <\/div>

    The verdict on Bing Ads:<\/h2>\n

    The use of Bing Ads is often underestimated because it\u2019s 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.<\/p>\n

    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.<\/p>\n

    Would you like to start advertising on Bing but aren\u2019t sure where to begin? Our online marketing experts are happy to help you get started!<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"

    Bing Ads: adverteren op Bing. Het is een vorm van SEA. Hoe werken deze advertenties en waarom ga je aan de slag met Bing Ads?<\/p>\n","protected":false},"author":1,"featured_media":42316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[328],"tags":[],"class_list":["post-44245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"\nBing ads: an alternative to Google ads? - Hybrid Agency<\/title>\n<meta name=\"description\" content=\"Bing Ads is a form of SEA (Search Engine Advertising). But how do these ads work, and why should you start using Bing Ads? 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