This Will Fundamentally Change the Way You Look at Bing PPC

Peter A. Liefer II | Posted: July 9th, 2021 | Updated: July 26th, 2022

Google, The Only Search Engine in The World?

Google Search was launched in 1997. Since then, the global market share of all search engines has remained in favor of Google. With a market share of 92.05 percent as of February 2021 (Statista,) Google dominates the search engine industry.

Google isn’t the only search engine in the world. Other search engines receive hundreds of millions, if not billions, of visits each month. For example, Bing, an internet web search engine, launched in 2009. Developed, owned, and operated by Microsoft, Bing accounted for 6.7 percent of the worldwide search market in February 2021 (Statista).

This Microsoft-powered search engine tries to outperform Google in every way. Bing aspires to challenge Google as the industry’s long-standing leader in digital search and PPC ads. Advertising across the Microsoft ads network includes Bing, Yahoo,, and many more.

Even though it is not the most popular, Bing can provide you with thousands of monthly visits. There are websites that dominate Bing with over a million monthly visits. Instead of focusing all of your marketing efforts just on Google, why not also use Bing?

Reasons to Run a Microsoft Ads Campaign

Reasons to Run a Microsoft Ads Campaign

Bing might be the missing ingredient of your marketing plan, depending on what you’re offering whoever you’re trying to reach. This is why.

  • Due to little competition in intensely competitive businesses such as Law, Career/employment, Real Estate, and Manufacturing, there is a lower cost per click on Bing.
  • Moreover, Microsoft Ads are less expensive in general, costing 50-75 percent less than a Google campaign equivalent ad.
  • For keyword campaign targeting, Microsoft Ads provides search audiences that Google does not, such as specific industry categories for B2B (business-to-business) targeting. In contrast, Google concentrates on end-users for B2C (business-to-consumer).
  • Keywords with a low search volume will be blocked from being promoted by Google. Bing has a far lower bar for what constitutes “Low Volume.”
  • LinkedIn Targeting allows you to target campaign efforts in Bing’s search network by leveraging industry, job function, and company to show advertisements to the most relevant queries.
  • Microsoft Ads grabbed 7% of searches or 22 million individuals who Google Ads doesn’t reach.

Bing PPC

Microsoft Advertising is comparable to Google ads in terms of functionality. Bids are made on keywords based on their traffic volume. When that term is searched, your ad shows in search results. Don’t worry; you only pay when someone clicks on it. Your ad content, like Google’s, can be up to 90 characters long. Tools are available to assist your team in developing a cost-effective keyword list so you don’t waste money on ads that aren’t seen.

Bing PPC advertisements are available on Bing, Yahoo, and AOL, three of Microsoft’s most prominent search engines. Your content is shared across all of these channels at the same time. Microsoft Advertising is an effective marketing tool for sponsored ad campaigns, with over five billion monthly searches on the Microsoft network.

Pay Per Click advertising, or PPC, is one way in which Bing sets itself apart. While Google Ads has a powerful PPC capability, Bing has several advantages that set it apart from the search engine juggernaut. If you’re a small-to-medium-sized business owner, Bing’s PPC advantages may be more compelling than Google’s.

Advantages of Microsoft Advertising

  • Filter options that aren’t found anywhere else

    Bing PPC and Google AdWords both allow you to limit the targeting of your ads. However, Microsoft advertising offers a unique feature that distinguishes it from Google. You may create age restrictions for your search advertisements so that only people in a specific age range see them.

    You can also use a geographical filter to ensure that only visitors from a specific region of the world view your material. This feature ensures that quality leads are exposed to your marketing efforts.

  • Bing Social Extensions

    Bing also has a distinct edge in terms of social extensions. A line of content on your ad shows the visitor how many social media followers your business has. This feature displays your Facebook, Twitter, and Instagram social following. However, Google AdWords can only display the number of Google+ followers.

  • Older Audience with Higher Average Income

    Although Google has a broader audience, Bing’s audience is older and has a higher average income. Most Bing viewers in the United States are between the ages of 45 and 54 with a yearly income of a hundred thousand dollars or more.

How to Create a Microsoft Advertising Account

How to Create a Microsoft Advertising Account

Bing ads are now called Microsoft advertising. It’s the same platform. Everything looks the same, but rather than being referred to as Bing ads, it’s Microsoft advertising, so you want to make sure you sign up for a Microsoft Advertising Account.

The first step to create an account is to type in ads Bing in your search bar. This will bring you to the Microsoft Advertising page. You create an account by clicking the button that says “Sign Up Now.”

Here you verify your identity with your email if you already have a Microsoft account. Otherwise – No account? Create one! And then hit next and enter your Microsoft password.

After you are signed in to Microsoft Advertising, you will be asked, “What’s your advertising goal?” Then just follow the steps listed:

  • Your business
  • Your ad
  • Budget & review
  • Set up payment
  • Go live

You can create a new campaign or if you have a Google Ads campaign, you may import it.

Get Microsoft Advertising/Bing PPC Help

It is easy to set up a Microsoft Ads account. But launching an effective campaign requires considerable knowledge of the many features and requirements. PrimeView can assist you with all aspects of a PPC campaign.

Our Bing PPC professionals utilize the most effective techniques for keyword research, ad creation, landing page optimization, and ongoing campaign monitoring.

PrimeView digital marketing specialists are available to talk about PPC and how it can help you achieve your unique company goals and objectives. Contact us here, or if you would like to speak to someone right now, call us at (480) 800-4484!