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The Bing Ads platform is very similar to the Google AdWords platform. This platform serves advertisements on the Bing and Yahoo networks (along with additional search partners) whereas the Google AdWords platform serves advertisements on the Google Network along with additional search partners. The Bing Ads platform is typically more ideal for smaller scale digital advertising projects that are promoting products and/or services on a smaller scale. The Bing Ads Network usually has a lower traffic volume in comparison to other ad serving networks but also usually tends to have a lower average cost per click keyword bid across the board as well.

Bing Ads Network Advantages

The following are just some advantages to incorporating the Bing Ads Network into an overarching digital marketing strategy for any industry:

  • Bing Ads allows the additional option to allocate ad spend for SEM campaigns on a monthly basis. This could alter the overall internet marketing strategy for your company.
  • Bing Ads does not use broad match negative keywords like Google AdWords. However, Bing Ads does use phrase match negative keywords.
  • Bing Ads approaches targeting differently compared to Google AdWords and has a keyword quality score that is based on keyword historical data for the past 30 days whereas Google AdWords keyword Quality Scores are determined every time the related ad for that keyword is put into an auction to show on Google search results.