Should Contractors Use Bing Ads?
That depends. Though Google is undoubtedly the most popular search engine in the world, Bing has secured over 7% of the global market share. You might be thinking; 7%, so what? But when you perform a more detailed analysis of Bing and what it can mean to your business, you might start to realize that there is pay per click opportunity available that competitors are failing to take advantage of. For example, Bing offers the following features:
- AdWords Compatibility: Import AdWords campaigns into Bing Ads
- Multiple Account Management: Run two accounts (i.e. multiple locations) simultaneously
- Measurement and Reporting: Generate detailed reports with key metrics
- Syndication Diversity: Run your ads on Bing, Yahoo, and AOL
Though Bing Ads once included a content network to run ads through, they have deprecated that network as of June 30, 2017. This decision came with the advertisers best interests in mind. Deprecating ineffective content networks allow ads to be placed in a position of greater ROI potential. By appearing on only Bing, Yahoo, and AOL, contractors have a chance for legitimate visibility. Call 800-775-1250 for Bing Ads management.
Writing an Effective Bing Ad
What makes up an effective Bing advertisement? It’s a question that can have serious financial implications. As everyone is researching and brainstorming ideas to produce ads with the most ROI potential, contractors should keep it simple and focus on proven qualities. Well designed Bing ads should be:
- Appealing: Use aesthetically pleasing graphics and well-written, easily readable text
- Concise: Keep it short — for both your title and subsequent text
- Engaging: Embed click-to-call functional phone number links for an easy call-to-action
- Relevant: Make sure the landing page and / or phone number link is relevant to the advertisement
The principles that go into making a quality Bing ad are similar to those of other marketing channels. At Contractor Webmasters, we are only interested in acquiring the right kind of traffic. In other words, attracting high traffic numbers for the sake of it, is not our objective. Why? Because we charge for leads only. That means, attracting visitors who have the potential to become leads makes sense for both us and you, business wise.
Bing Ads or AdWords?
Nobody can argue that Bing will contend with Google in terms of search volume, but what about other qualities. For example, keywords on Bing tend to have less expensive CPC’s (costs per click) than AdWords. Of course, the lower CPC correlates with less traffic. Still, Bing can be an affordable alternative to contractors who have been priced out of certain keywords on AdWords.
Using AdWords or Bing, doesn’t have to be an all or nothing choice. Since Google accounts for most of the search volume, adding that extra bit that Bing accounts for can extend your marketing reach even further. Remember, Contractor Webmasters offers pay per lead marketing. So any failure of Bing to reach an additional customer base won’t affect your bank account, only ours. You only pay when actual leads are generated, eliminating any risk of poor campaign performance. To further discuss Bing Ads management, call us at 800-775-1250.