Should You Incorporate Bing Into Your PPC Marketing Strategy?

Bing Yahoo search engineEvery marketer knows that Google dominates most pay per click marketing campaigns. This is probably because approximately 64 percent of all searches occur on Google. It only makes sense to advertise on such a giant platform. However, what about the other search engines like Yahoo and Bing?

You may know that Bing and Yahoo are affiliated search engines. Yahoo and Bing cumulatively account for 30 percent of all searches. Bing accounts for 14 percent of those searches. This may not sound like much, but you have to keep a few key points in perspective:

1. It is good to diversify your advertising portfolio
2. Bing search results are slowly increasing
3. There is not much competition on Bing

Did you get that last point? Obviously, most online marketers are focusing their attention towards their Google PPC. Therefore, there is great potential for a huge ROI by using Bing. Of course, this isn’t the only reason why you should consider incorporating Bing in your paid search strategy. Here are a few more reasons.

Bing’s Cost-Per-Click (CPC) costs less

Google can charge advertisers more because they control a large share of the marketplace. You can literally purchase keywords on Bing for half of what you would pay Google. Look at this:

Keyword: Labor Laws
Google’s cost-per-click = $3.30
Bing’s cost-per-click = $0.96

Do you see how much money you can save your company by advertising with Bing? This is just one example of many.

Bing can lead to better conversion rates

Recent studies show that many businesses profited from higher conversion rates with Bing. There are two major reasons for this. First, the CPC for keywords is exponentially lower on Bing than it is for keywords on Google. Therefore, it is not hard to at least have a great ROI.

Second, because not many marketers are taking advantage of Bing, marketers who are taking advantage of Bing can potentially establish their business as the authority for its industry or niche. With little competition, it is easy to convert through pay per click marketing on Bing.

Bing allows for broader audiences

Thanks to Bing’s affiliations, your ads not only show up on the Bing search engine they show up on sites like Facebook, MSN sites and Obviously, you have a greater chance of making sales and conversions by advertising on Bing, thanks to the affiliations.


Should you incorporate Bing in your PPC marketing strategy? That answer obviously depends on your needs as a marketer. However, it only makes sense to consider the option. Bing is not as popular as Google, but it certainly has clear benefits. If you decide to give it a shot make sure you have good clear tracking software in place so you can accurately measure the differences. Also, don’t make the mistake of running 2 completely different campaigns (keywords, ad copy, etc) because then you’re not comparing apples to apples.

Did you know that we offer paid search management services with no contracts?