Bing Advertising Agency
Expand your reach and drive more sales with Whitecap, the preferred Bing Ads agency for ecommerce brands.
Bing Ads vs Google Ads
Approximately $250 billion is spent on digital ad campaigns every year. Most of this funding is going to the top two most popular pay per click (PPC) digital ad companies- Google and Microsoft. How can you decide which of these popular search engines is the right choice for your ad campaign?
This article will help you sort through the Bing Ads vs Google Ads debate to make an informed choice and get most the out of your next ad campaign. Please note- Bing Ads was rebranded as Microsoft Ads in 2019. In this article we will use the terms Bing Ads and Microsoft Ads interchangeably as Bing Ads is still a commonly used term in the industry.
Bing Ads Campaign
According to Microsoft 34% of desktop-based search engine queries take place on Bing. This does represents a smaller percentage of users than Google. However, Bing's user demographic represents older, married customers with bigger incomes. Bing users have significant purchasing power. Additionally, Bing represents 63 million searchers that do not use Google.
When comparing Bing ads vs Google Ads it must be noted that Bing Ads tend to receive a higher percentage of "shopping traffic" rather than just "search traffic." Therefore incorporating Bing ads in your marketing strategy will get engagement from customers that are actively shopping .
On average the cost per click (CPC) on Bing Ads is approximately 70% lower than Google Ads. One reason for this is that Bing has less competition on keyword bidding. Bing ads work to get cost effective clicks.
Bing’s parent company Microsoft is the parent of many other organizations such as LinkedIn, Skype, MSN and Outlook. They collect data from these subsidiaries and use this information to aid refined targeting for Bing Ads.
Google Ads Campaign
Google search has a larger foothold in the search engine market. The average cost per click is on Google Adwords is higher, but the ads do reach a wider audience. The Bing Ads vs Google Ads debate is complicated. To hear more about Whitecap's perspective on Google Adwords, please visit our Google Ads article.
Experts agree that if you can afford to, it is really best to utilize both Google Ads and Bing Ads campaigns. If budget constraints demand you make a choice, the experts at Whitecap SEO would be happy to help you make that decision based on your industry and goals.
Why Choose Whitecap Bing Ads Agency?
What to Expect: Partnering with our Ecommerce Agency
Whitecap specializes in the unique challenges and opportunities that online retailers face. We are a team of search engine optimization experts committed to helping your ecommerce business thrive.
Paid search marketing is a useful tool for growing your reach, building trust with your target customer base, and driving sales. To ensure you get the biggest return on your investment, it is essential to partner with a reputable agency who understands search engine marketing.
Here at Whitecap we are ready to help you reach the right customers at the right time, boost your online sales, and hone your paid search marketing strategy. You can trust that your ecommerce marketing campaigns will flourish under our care.
Reach the right customers at the right time.
When a prospective customer is searching for a product like yours, wouldn’t it be great to be the first search engine result that they see? This is exactly what Bing is offering with their ad program. Using Bing Ads is a perfect way to target those ready-to-buy customers at this crucial point in the sales funnel.
Paired with optimized paid search landing pages.
Catching the attention of a customer who is ready-to-buy is a great first step, but then you must take them to a well designed landing page. Whitecap’s team of experts are ready to provide testing recommendations and landing page optimizations to ensure that your customer is immediately engaged. This is where Whitecap’s years of expertise in search engine marketing (SEM) really shine. Read more about the importance of SEM strategy here.
Your ecommerce goals met at lower costs.
A great feature of Bing Ads is that they are a PPC marketing campaign. You are only pay Bing a fee when a user clicks on your ad. These search engine ads are a great way to meet your ecommerce goals with an affordable marketing campaign.
Bing Ads have an advantage over Google Ads here, as Bing Ads tend to have lower CPC. Whitecap can help you select targeted keywords to get the best ROI from your Bing ads.
Real Results from Our PPC Ad Clients
200%
Increase in Monthly Revenue
Retailer A went from a 6 month average of $6k per month in non branded-revenue to bringing in $18k per month after implementing Whitecap’s suggestions.
126%
More Conversions
Retailer B saw 126% more conversions at a cost per conversion that was 58% lower than the same quarter the year before.
14x
Return on Advertising Spend
Retailer C accomplished 14x ROAS. Previously their 3-month average was 6x and their 6-month average was 5x.
#1 Trusted Ecommerce Bing Advertising Agency
Microsoft Advertising Account Setup
Whitecap's thorough onboarding process includes full Microsoft Advertising Account setup services. One great feature of Bing Ads is that we can import campaigns from past PPC ad campaigns you may have done through Google Ads or Facebook Ads and optimize them for Microsoft Ads.
Our Bing Ads setup services include:
✓ Geo targeting
✓ Remarketing ads
✓ Display ad creation recommendations
✓ Text and display campaign and ad group creation
✓ Landing page optimization recommendations
✓ Text ad creation, including all applicable ad extensions
✓ Keyword research and bid strategy
✓ Importing and reoptimizing previous Google Ads campaigns
Ongoing Bing Ads Campaigns with Optimization
Perhaps you already have a Bing Ads campaign strategy in place, but it isn't bringing in the leads that you hoped. Our in house team is experienced in managing ongoing Bing Ads campaigns and is happy to assist you in this phase as well. The Whitecap team includes experts on managing ad spend, writing ad copy, and optimizing conversion rates.
Our Bing Ads management services include:
✓ Monthly reporting of key stats
✓ Bid management
✓ Keyword optimization (positive and negative keyword targeting)
✓ Landing page optimization and testing recommendations
✓ Text and display ad testing and optimization
✓ Bing Shopping management
✓ New campaigns and ad groups creation
✓ Quality score optimization
Ads Solutions Diverse Enough to Match Your Marketing Goals
Microsoft Bing Ads is a powerful advertising platform that offers various features to enhance your online marketing campaigns. Having a diverse selection of advertising schemes empowers e-commerce brands to adapt to changing market trends, reach wider audiences, optimize for mobile users, personalize ad experiences, and drive conversions across various platforms and devices. By utilizing the following strategies effectively, e-commerce brands can enhance their visibility, engage with their target audience, and achieve sustainable growth in the competitive online marketplace.
Expanded Text Ads
Microsoft expanded text ads (ETA) were ads optimized for mobile users. However, Microsoft found that advertisers who switched from ETAs to Responsive Search Ads (RSA) experienced a 7% conversion rate improvement. Therefore, they pivoted their attention to improving the RSA experience on their platform.
As of Feb 1 2023 you will not be able to create new ETAs or edit existing ETAs on Bing Ads. Google Ads has also disabled ETAs as of 2022. Our agency can assist you in transitioning from ETAs to RSAs.
Dynamic Search Ads
Dynamic Search Ads (DSA) are an exciting new way to broaden your reach in SEM. DSA campaigns crawl your site, find relevant keywords, and automatically generate ads that will show up in searches for those keywords.
For DSAs to work well for your business, it is essential to make sure that your site is properly optimized. Your page titles and page content need to be well organized for a successful DSA to be created.
In the Bing Ads vs Google Adwords debate, Bing Ads does have an advantage here, as they offer you control over your final ad text. Google Adwords can only pull DSA text that is already on your site.
Responsive Search Ads
RSA were designed to help lower the costs per acquisition while achieving higher conversion rates. Microsoft advertising recommends that there is at least one RSA in each of your ad groups.
RSAs require creating 8-10 distinct headlines and sets of copy that can be mixed and matched by Bing’s algorithm to perfectly answer a search query from a customer.
If writing so many headlines and so much interchangeable copy seems daunting, Whitecap is the best agency to take on the task. Our years of ecommerce experience makes us experts at determining what copy and headlines work best in the RSA format.
Microsoft Audience Ads
Microsoft Audience Ads are one of the definitive pros to using Bing PPC Ads. Because Microsoft is the parent company of sites like MSN, Outlook, and LinkedIn, they will display your Bing Ads on these sources as well. Non search ad placements are a great source of additional high quality traffic.
Microsoft Advertising in Bing Smart Search Engine
The Bing Smart Search function was specifically designed for the touch screen tablets and laptops Microsoft is famous for. The Bing Smart Search Engine is the default search engine on these Microsoft touch screen devices. Bing Smart Search Ads are a large format with a lot of visual appeal because they are designed for touch screens.
App Install Ads
App Install Ads (AIA) are a great tool if you want to drive customer traffic to your app rather than to your website. Microsoft Advertising has made this process easy and seamless. Their AIA auto detect the customer’s device and operating system to send them to the corresponding Google Play Store or Apple App Store.
Whitecap SEO: Leading Bing Advertising Agency
OPTIMIZE FOR CONVERSIONS
Whitecap has specifically designed our Bing Ads strategies for ecommerce, which gives us a big advantage over other more generic Bing Ads agencies. We have targeted data driven solutions to help the ideal customer find your products rather than your competitors products.
IMMEDIATE IMPACT
You will see the impact of your Bing Ads in days or weeks, not months or years. Our Bing Ads management package includes monthly reporting of key stats, so that we can constantly tweak and improve the campaigns based on the click through rate and conversion tracking.
BRING IN MORE ONLINE REVENUE WITH WHITECAP
Our PPC director is an expert in paid search ads. He was previously employed by Microsoft Ads' main competitor Google Adwords, and he holds all the Google Ads certifications. This gives the Whitecap team unparalleled insights into the PPC industry and how everything works behind the scenes.
Testimonials from PPC Ad Clients
Ghirardelli Chocolate Company
“We highly recommend Whitecap SEO for your organic search and paid search needs. From the start of our site audit and continuing with monthly consulting, the Whitecap team takes the time to understand our business needs and drives strategy to support our short and long-term objectives. We continue to see incredible results in traffic and revenue - both through organic and paid search, especially in our key categories.”
Results-Driven Bing Ads Management for Your Online Store
Whether you want to reach a wider audience through Microsoft Audience Ads, lower your average CPC, or integrate your SEO and SEM strategies, Whitecap is the digital marketing agency to assist needs.
Seamless Integration of high-performing Google Ads campaigns to Microsoft Ads
Whitecap is ready to help you make subtle tweaks to maximize your success importing your Google Adwords campaigns into Microsoft Ads. As we covered above, the demographics of these search engines do vary, so making a few strategy changes to your successful Google Adwords campaigns can make all the difference.
Ad Creation Recommendations
Here at Whitecap we are ready to tackle all aspects of ad group creation to create campaigns that stand out and get conversions. From keyword research to copy that builds trust to compelling headlines and stand out photos we have crafted many high converting ads in industries just like yours.
Remarketing
Remarketing is a search tactic where users who have previously engaged with your website are shown ads for your products after they leave your site. Remarketing is particularly effective with Bing Ads because when you are using a Bing Ads Account you have access to Microsoft Audience Ads.
Reporting
As part of our Bing Ads Management package we will be present you with a monthly report. The report will contain key statistics and help you ensure you are getting the highest return on ad spend possible.
What Makes Whitecap SEO the Best PPC Ads Agency?
✓ Proven Results
✓ Clear, Consistent, Monthly Reporting
✓ PPC Marketing Expertise
✓ Ongoing Microsoft Ads Optimizations
✓ Option to Integrate with other Ecommerce SEO & SEM services
Frequently Asked Questions
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A Microsoft Ads campaign offers many advantages over their competitors. These include lower CPC and the ability to target specific devices. Additionally customers who use Bing tend to be 35+ and have more purchasing power.
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Yes, Microsoft ads was formerly Bing Ads. On April 30, 2019, Bing Ads was re-branded to Microsoft Ads.
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Monitoring a company’s pay per click (PPC) marketing campaigns and overseeing their advertisement expenses.
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Yes. Bing ads access a large audience with high spending power. Keyword bidding for Bing ads is not as competitive as other ad campaigns.
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A Bing ad appears at the top, bottom, or side of the Bing search engine results page.
A Bing Ads campaign can also appear throughout the Microsoft Search Network.
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Bing PPC Ads have a wide reach and tend to have low CPC, making them an effective and economical choice for PPC advertising. Bing PPC ads work well in many industries.
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A combination of factors such as less competitive keyword auctions, generally lower CPC, and Bing’s over 900 million monthly searches means that it is generally worth it to advertise on Bing. If you need help deciding how to most effectively implement PPC marketing, Whitecap SEO can help.
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Bing ads are often more cost effective than competitors such as Google Adwords as they have lower cost per click (CPC) and a higher click through rate (CTR.)