B2B Marketing Blog

Why B2B Marketers Should Care About Bing Ads

By Andrew Nguyen
Jan 12, 2015
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When B2B marketers think about paid search, they naturally think of Google AdWords, and rightfully so since it has 67% of the market share for search. However, that means there are opportunities elsewhere for reaching customers.

Five years ago the Bing ad network had just a 7% share of the search market. Today, it represents nearly 30% of the total U.S. search market and reaches 149 million unique searchers, improved in part by the ad partnership with Yahoo. Advertising only on Google means marketers are likely sacrificing growth.

In this post I’ll explain why Bing Ads deserves more attention and detail a new Bing Ads product for companies using a CRM.

Reason #1: Nearly 30% Market Share

As mentioned in the introduction, the Bing advertising network has come a long way in 5 years. On it’s own, Bing contributes 19% share and Yahoo 10%. Marketers using both Google and Bing for paid advertising over 95% of the U.S. search audience.

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Reason #2: Some People Never Search On Google

How many people exclusively stick to Bing and Yahoo, meaning they don’t search on Google? According to ComScore, there are a total of 153M unique searchers across Bing and Yahoo.

Furthermore, searchers on the Bing network spend 6.8% more money than searchers on Google, meaning they tend to be more valuable clicks.

Reason #3: Clicks Are Cheaper

Another reason to consider investing in Bing Ads is the lower cost-per-click compared to AdWords. This and the higher spending by users means marketers should enjoy a healthy return on ad spend. A report by AdGooroo found that on average, B2B advertisers paid 117% more per click on AdWords than on Bing in the first three months of 2014.

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Reason #4: Easy To Get Started

Getting started with Bing Ads is easier than you may think. One brilliant move by the team at Microsoft was creating the ability to export a Google AdWords account and import it directly into Bing Ads. Keywords, ads, everything. Using the import functionality, I was able to get our AdWords campaigns on Bing Ads in less than 30 minutes.

Reason #5: Growing Ecosystem

As more tools become available for marketers so too does the ability to maximize the ROI in paid search. Marketers today want more than just high volume leads. They want lower customer acquisition costs, marketing and sales alignment, and customer success. These deliver true competitive advantage. 

For example, optimizing paid search campaigns based on customer revenue data allows marketers to maximize their marketing investments. 

The newly launched Bing Ads dashboard from Bizible lets search marketers using Salesforce to move beyond leads and optimize Bing Ads with granular downstream sales data.

We call this pipeline marketing.

The Bing Ads dashboard shows campaign and even keyword performance by customers, revenue, and ROI. From single touch to multi-touch, performance data is calculated using the B2B marketing attribution model that fits the goals of the marketer, giving credit where it’s due.

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Finally, the dashboard presents an entire list of keywords which are easy to rank by revenue, ROI, and Bing Ads data. Want to see what it looks like for your company? Click here to request a demo.

The Bing Ads platform deserves more attention from marketers because it reaches a large audience that isn’t found on Google, is cost effective, easy to get started, and the ecosystem of support tools is strengthening.

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Topics: lead generation, paid search, Bing Ads

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