Although always in the shadow of the search giant Google, Microsoft’s Bing has grown market share consistently every month for over 60 consecutive months. Today, Bing powers more than 1 out of 3 desktop searches in the US. Getting started on Microsoft Advertising feels easy to most familiar with Google Ads, but finding success is often harder. Why do so many advertisers struggle in a network that boasts similar features as Google and with lower costs? The differences between Google and Bing may be minor, but they can matter when it comes to finding success on the platform.
In this session we will:
• Identify how advertisers might find even more success on Bing than on Google, simply by altering their keyword strategy. The limited competition on Bing can often make for some strategies that would be far to expensive to be practical for Google (such as using broad match or bidding on competitors’ brand names) a goldmine on Bing.
• Examine a different approach for starting and testing new campaigns on Bing. With less search volume than Google, it’ll be harder to get significant meaningful data to approach testing the same way on Bing. By approaching new tests on Bing with different automation, you can quickly collect data to learn how to optimize on Bing faster than you would normally.
• Find ways to embrace automation on Bing to keep your campaigns up to date without extra work. Some fundamentals are universal across both Google and Bing, so scheduling regular imports for items like ad copy updates and negative keywords will reduce the minutia of managing your Microsoft campaigns. With this extra time in hand, you can begin to focus on managing your campaigns strategically for the differences between the networks.