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With the ease of internet service, marketing has been an easy process and effective. Marketing service like pay-per-click (PPC) advertising has overtaken the business of advertisement through the help of internet. Bing Ads is the part of PPC having a large number of online audiences which provides high-quality customers.

What is Bing Ads?

Bing Ads is the PPC advertising platform which was formerly known as Microsoft adCenter and MSN adCenter. Bing Ads is the service of Bing search engine as Google AdWords is of Google search engine.

How does Bing Ads work?

The working scenario of Bing Ads is similar to Google AdWords where your ad is displayed whenever someone searches your keyword that you bid on. And if any user clicks upon your ad and visits your website, you have to pay a certain amount of money to Bing.

Bing ads operate on three different popular Microsoft’s search engines, i.e., Bing, Yahoo, and AOL, with over five billion searches per month. It is the best cost-effective and reliable source of PPC advertising. However, Bing ads is less competitive and is slightly behind Google AdWords because Google is still the number one search engine to date.

Here is an example of Bing Ads:

bing ads

Why choose Bing Ads?

Although Google AdWords is the most powerful PPC advertising, Bing Ads has some importance, which is effective for small to medium-sized business marketing. If you are willing to choose Bing for your PPC advertisement then here are those reasons:

  1. Bing Ads are usually less competitive than Google AdWords, so it will be much easy to rank your ads in the first page of search result.
  2. Along with that, Bing ads are more with more targeting option compared to Google AdWords.
  3. Bing provides the feature of targeting where and when your ad shall be published. It is so much flexible that you can even select the platform where you want to publish, like only mobile devices or only desktop devices.
  4. Working with Bing ads provides you with negative keywords, which prevents your ads from being displayed to those that are irrelevant to your business.
  5. Bing ads gains over 168M of unique searchers and 6.2 Billion users every month.
  6. It is more simple and easier to use than Google AdWords.
  7. Bing Ads has better social extension than Google AdWords.

You can have even more reasons to choose Bing ads that directly or indirectly helps in business growth.

Bing Ad Campaigns

Maintaining a perfectly working ad requires a well-planned campaign, and support of digital marketing agencies. As the Bing search engine is behind Google’s search engine, it has less number of competitors and is cheaper to perform Bing PPC campaign.

According to the study of Wordstream, 33.5% of CPC is cheaper in Bing Ads compared with Google Ads.

Points to consider during Bing Ads Campaigns are as follows:

Selection of keyword

Keywords are the base of the campaign which leads to overall growth and progress of the site. It determines the amount of keyword bid that we need to apply, i.e. higher bid to high ranked keywords and low bid to low ranked keywords. You need extra focus on Domain authority and keyword search volume before selection of right keywords.

Keyword search in Ahrefs

Ahrefs is a great tool to gather more information about the high-performing website keywords and to find a similar one for you. Click-through rates (CTRs) is the most important metric that will indicate keyword performance.

Initially, you require an Ahrefs account to access its service. Once that you are accessed you can get all the information you ever wanted on keywords.

Managing budget

Having paid advertising costs good amount of money. You need a regular payment for your advertising. So, you better have good planning and management of budget before you start the advertisement.

You might end up frustrating on the process of advertising due to economic imbalance. Better have enough budget management.

Bid optimization

A really good point at last, Bid optimization. It means that you can choose the amount you desire to invest in your keywords. As it is really important part, you have to be careful and have proper research of your keywords.

You only have to bid to those keywords which are ranked higher and which will provide you enough assets.


Ignoring Bing could be a great mistake even though Google has a larger market. Bing is an alternative source of search engine which still holds 5 Billions of researchers every month. Have a shot with Bing ads and feel its result with your own.

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