A common question I get asked by my clients is:
“Are there any other platforms in Australia where I can
generate new clients for my business outside of Google?”
In the early 2000’s in Australia and Globally, I would never have been asked this question as Yahoo was a well-known brand and option for online search marketing. But with its decline it has taken a significant amount of time for Microsoft Bing to commence filling the void.
So, what are Bing / Microsoft Ads?
Bing Ads (or Microsoft ads) are a form of online advertising that allows you to promote your business on the Bing search engine and other websites. When someone searches for something on Bing, your ad may appear at the top of the search results. Bing Ads can be a great way to reach new customers, as they are often looking for something specific on the Bing search engine.
According to the Microsoft website, advertisers can access close to 20% of the Australian desktop search market, with over 220 Million searches per month (source: Comscore qSearch (custom), March 2022, Australia, desktop traffic only)
There are a few different types of Bing Ads, including text ads, image ads, and video ads. You can create your ad using the Bing Ads interface, and then set a budget for how much you want to spend on your ad campaign. Your ad will then appear on the Bing search engine and network according to your budget and settings. You can even import your Google Ads campaigns if you like, however this may be more work than it is worth because you will most likely want to operate under completely different budgets and targets.
How do Bing Ads compare to Google Ads?
When it comes to online advertising, two leaders in Australia are Google Ads and Microsoft Bing Ads. Both platforms offer a variety of features and benefits that can be used to reach and engage potential customers. The main consideration when reviewing differences really comes down to reach. Whilst you may see a number of different graphs and charts reviewing Google’s dominance in the Australian marketplace, as a Search Engine Marketing specialist you need to consider what sort of reach Bing can provide you in the specific area you plan to advertise in. And the only real way of assessing this is starting to advertise on Microsoft Bing.
As a guide based on our experience, we receive less than 5% of all lead conversions from the Microsoft Bing network. But some fellow advertisers I spoke to when writing this article have informed me of their volumes being closer to the 10% mark. Of course, a lead is one thing; a sale is another. Conversion rates we see through the Google Ads network in general across our clients also outperform Bing, but not by a significant amount.
So why consider Bing Ads for digital marketing?
There are many reasons why you should consider advertising on Bing Ads in Australia. Firstly, Bing Ads offers a unique way to reach potential customers through its search engine and extended network the same way that Google Ads do, but not on the scale of Google Ads. By advertising on Bing Ads, you can reach people who are actively searching for the products and services that you offer.
Secondly, Bing Ads is a cost-effective way to advertise. Like Google Ads, you can control your budget and only pay when someone clicks on your ad if you like or choose other ad options available. This makes Bing Ads a very cost-effective way to reach potential customers.
Thirdly, just like Google Ads, Bing Ads offers a wide range of targeting options. You can target people based on their location, their interests, and even their search history. This allows you to tailor your ads to reach the people who are most likely to be interested in what you have to offer.
Finally, Bing Ads provides further opportunity to reach your target audience; some of which you may not be able to reach through the Google Ad network. If you’re looking for a new way to reach potential customers, Bing Ads may be a good additional option for your organisation or clients that can work alongside your Google Ads campaigns.