If you are familiar with Google AdWords or other PPC platforms, then Bing PPC Ads will seem very familiar. You will know that the purpose is to bid on keywords and bid on specific keyword phrases. The bidding rounds are conducted every month with a minimum of $100, and it is not uncommon for the ad to stay on the top spot for several days. In fact, many AdWords advertisers are so happy with the results that they use Bing PPC ads as their primary PPC campaign.
Bing PPC Ads works differently than Google AdWords. Basically, Bing wants to upstage the long-standing leader of the market and revolutionize the web’s long-established dominance. It has an audacious goal, which is why it has developed Pay Per Click advertising, or PPC, where advertisers only pay for actual clicks on their ads.
What is remarkable about Bing PPC is that advertisers can target keywords with specific meanings by paying less for each click. This is in stark contrast to what Google offers. Google is well known for placing the majority of its pay per click budget towards pay per click ads that are popular; well-known keywords searched for frequently. The result is that when someone searches for those keywords on Bing, it can be assumed that they are looking for something popular, which leads the advertiser to expect a similar return on their investment, which leads to a higher spend per click.
In addition to making Bing PPC Ads campaigns more appealing and reaching a broader audience, using social extensions is also a smart move for companies that have yet to discover how effective these could be. Social extensions make the use of social networking sites like Facebook and Twitter accessible from within words. This allows you to target exactly the population you are trying to reach. Bing PPC ads do not offer this type of customization. According to Matt Cutts, “We don’t currently offer social extension functionality, but that may be something we eventually add to Bing.”
While using ads within other search engines is a great way to reach audiences. It can have its drawbacks. Most advertisers are aware of this limitation and have worked to mitigate the negative impact. However, the results from these advertising campaigns cannot always be guaranteed. Google AdWords offers a level playing field, while Bing PPC gives businesses less freedom when choosing the audience to advertise to. Social advertising gives businesses more control over who sees their advertisements and which specific demographics are targeted.
Bing PPC versus Google AdWords
When it comes to using Bing PPC versus Google AdWords, there are several factors that companies need to take into consideration. First, Bing ads are pay per click campaigns, which means you will only get your CPA charged monthly. This price includes the cost per thousand impressions, or CPM, as well as the cost per thousand impressions or CPM on your network. Google offers a free daily CPA charge in their PPC program. By opting to charge a flat CPA rate monthly, companies are taking on additional risk because they can never be sure what their ads will look like or whether they will even get clicked on in the first place.
Another important factor is the frequency in which users tend to click on Bing PPC ads versus Google AdWords. While Google tends to offer a higher conversion rate because of its long-tail keywords, Bing offers a lower CTR (click-through rate) based on how frequently its ads are displayed on search results pages. It should be noted that even though Google offers advertisers more freedom in selecting keywords for their PPC campaigns, they still rely on advertisers to help them identify profitable keywords. Because Bing relies so heavily on its users, it makes perfect sense that advertisers would want to maximize their exposure to potential customers.
As you can see, both Google and Bing PPC ads require advertisers to be more conscious of the costs associated with their campaigns. However, the advantage Bing PPC has over Google AdWords is the flexibility and freedom offered to businesses when choosing which ad units to run and how often to display them on a search result page. As with any online marketing campaign, the most important consideration when choosing which ad to run is whether or not the product ads themselves will draw traffic. If the product ads don’t perform well, advertisers may have wasted a lot of money without seeing any noticeable increase in sales.
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