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  • two Bing theories

    Every time I pitch Bing to a client who asks about it, I always remind myself how great Bing seems, and I always thing, dang, everyone should also be running on Bing in addition to their Google Ads campaigns.

    I tell people who ask about Bing, yea we should probably do it. There's less competition on there so the cost per click could be lower. And the users probably skew older and richer (older people on their PC desktop versus millennials on their smart phone). And of course older, richer search users are great for a lot of industries like movers... bigger homes to move = bigger moving jobs.

    Are these two theories I have about Bing correct? Lower cost per clicks because of less competition and older, richer users?
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  • #2
    I have a client in real estate who gets much better performance on Bing than Google - this would confirm your theory at least in terms of demographics. I do also usually see lower CPCs, but also lower conversion rates so it generally all comes out in the wash.

    I do agree that any client spending >$5k on Google and wanting to scale should jump on Bing. It’s almost guaranteed you can scale budget 10-30% at a similar or better CPA.

    I would argue against starting Bing if your budget is low, you aren’t getting the performance you want in Google (yet), or there is still additional low-hanging fruit to exploit in Google.
    Last edited by Hollahollabooya; 09-09-2019, 01:12 PM.

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    • #3
      All good points. I should do use Bing more. Adding on Google Ads clients to Bing is so good in terms of growing fees and it's almost all profit since its the same client and not additional setup work.
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      • #4
        About to run a Bing campaign for a real estate agent, so good to hear someone is having some success with it.

        Is the Bing transformation as simple as it seems by transferring/importing existing Google Ads account across? Asking for a friend

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        • #5
          The Bing transferring/importing thing is a great way to start a Bing campaign, yes. Also to update one. After doing it, you need to go over everything, but you'd do that anyway, so it's mainly eliminating a lot of grunt work and grunt time.

          As a platform, Bing is Alternate Universe AdWords, mostly the same, but sometimes left is right, and some features aren't there. In my experience, running a nice sized AdWords and Bing for my boss over about 6 1/2 years, Bing Ads work at their most basic. Branded are better than products. Product types are better than specific products. Broader and more basic wins there, enough to discourage a lot of testing. My budget ratio is about 5:1 in favor of AdWords.

          But here's the thing. It's uncanny, and I haven't sussed out why, yet. My business fluctuates throughout the year, and each year can be different. There are times when my AdWords ROI is in the 900% area, and rare times when it drops to ~500%. When AdWords drops, Bing skyrockets. It's not 100%, but... maybe 80% of the time is not overselling it! Again, I can't say why; I can't affirm or deny Jason's hypotheses. Bing is as closed to its users, and as opaque to analysis as Google is open, so I don't know why, but it's a pattern I've learned I can pretty much count on.

          Having Bing is like covering the spread. If you're testing it out, carefully adding it to a client's portfolio, using just a little budget, I would import the most successful campaings first and only, just to let Bing start rolling. If you decide to test more focused stuff, work your way down the ROI ladder from the branded campaigns, and try one or two at a time. Maybe your results will vary, but for me, the more detailed my campaigns get, the more I'm tossing away money, but then every now and then one will work. I have about 25-30 campaigns at a time in AdWords, and in Bing, two branded, and maybe three others.

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          • #6
            Originally posted by kolonel View Post
            About to run a Bing campaign for a real estate agent, so good to hear someone is having some success with it.

            Is the Bing transformation as simple as it seems by transferring/importing existing Google Ads account across? Asking for a friend
            Check this out https://help.ads.microsoft.com/apex/index/3/en-us/51050

            It's very easy but double check your location settings etc, sometimes things get mixed up just slightly.
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            • #7
              Originally posted by W. David View Post
              The Bing transferring/importing thing is a great way to start a Bing campaign, yes. Also to update one. After doing it, you need to go over everything, but you'd do that anyway, so it's mainly eliminating a lot of grunt work and grunt time.

              As a platform, Bing is Alternate Universe AdWords, mostly the same, but sometimes left is right, and some features aren't there. In my experience, running a nice sized AdWords and Bing for my boss over about 6 1/2 years, Bing Ads work at their most basic. Branded are better than products. Product types are better than specific products. Broader and more basic wins there, enough to discourage a lot of testing. My budget ratio is about 5:1 in favor of AdWords.

              But here's the thing. It's uncanny, and I haven't sussed out why, yet. My business fluctuates throughout the year, and each year can be different. There are times when my AdWords ROI is in the 900% area, and rare times when it drops to ~500%. When AdWords drops, Bing skyrockets. It's not 100%, but... maybe 80% of the time is not overselling it! Again, I can't say why; I can't affirm or deny Jason's hypotheses. Bing is as closed to its users, and as opaque to analysis as Google is open, so I don't know why, but it's a pattern I've learned I can pretty much count on.

              Having Bing is like covering the spread. If you're testing it out, carefully adding it to a client's portfolio, using just a little budget, I would import the most successful campaings first and only, just to let Bing start rolling. If you decide to test more focused stuff, work your way down the ROI ladder from the branded campaigns, and try one or two at a time. Maybe your results will vary, but for me, the more detailed my campaigns get, the more I'm tossing away money, but then every now and then one will work. I have about 25-30 campaigns at a time in AdWords, and in Bing, two branded, and maybe three others.
              Thanks for input David. I like that concept and tend to do the same thing in terms of keeping Bing simple. Let Google be the place for broad keyword experiments etc and stuff like that. Keep it simple in Bing, that's a good plan.
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              • #8
                I've had some luck with Bing. Definitely gets less traction, but always ends up being worth the spend.

                The only time I would recommend against it is for more localized campaigns. I've tried it twice and it wasn't really a loss for my client, but was not worth my time to set up. With local campaigns bing does just not give you enough volume to be anything worth the setup time.

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                • #9
                  Thanks for that Jayson.

                  Looking to run first Bing campaign and happy to report back in a week or two.


                  Originally posted by Jason View Post

                  Check this out https://help.ads.microsoft.com/apex/index/3/en-us/51050

                  It's very easy but double check your location settings etc, sometimes things get mixed up just slightly.

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                  • #10
                    I build in Google Ads, then import for the transfer over to Bing. I enjoyed the challenge of a "new-ish" experience. My clients like that they are getting more reach and I don't charge an additional set up fee to port the account over. Like another member here, I am between 10% and 20% of overall budget in Bing.

                    Still have not streamlined reporting for Bing yet, but its not super difficult to add a little manual input. Any tips on this??

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                    • #11
                      I've not looked a Bing as a serious channel. At least, not yet.. It's got even lower market share here in Australia, than the rest of the world (about 3-4% at last check).
                      Just out of curiosity, what devices, platforms , scenarios would cause a client to default to Bing as their search engine vs. Google?

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                      • #12
                        Originally posted by Paul View Post
                        Just out of curiosity, what devices, platforms , scenarios would cause a client to default to Bing as their search engine vs. Google?
                        I don't think anybody defaults to Bing, but it can be a nice compliment for some businesses if they are looking to scale ad spend.

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                        • #13
                          Wouldn't the default browser on Microsoft laptops like the Surface Pro come with Bing as the default search engine?
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