Biddable Blog Bing Ads, Are they Worth it?

Bing Ads, Are they Worth it?

Microsoft search engine Bing, boasts 20% of the UK search engine market and 30% of searches in the United States. Whilst Google is the most used search engine, Bing is the second largest search engine, with a market share of 6.7%, thus it would be naive for businesses to assume they should disregard Bing ads as part of their PPC strategy.

What are Bing Ads?

Bing ads are used to target specific audiences through searches with the ad platform allowing marketers to use keywords that are relevant to them. Designed to increase traffic to your website as well as improve your business’s revenue, Bing Ads work almost exactly the same as Google ads. The PPC platform Bing ads have an almost identical meta title and description length to the ones implemented with Google, as well as looking the same in the SERP.

For a small fee, marketers can target keywords in an attempt to get their ad to appear in certain search engine results.

How Much Does it Cost to Advertise on Bing?

Bing is considerably cheaper than Google when it comes to PPC advertising. When looking at Bing ads, the ultimate cost will depend on the competitiveness of the keywords you use to target audiences. Overall, PPC with Bing ads will cost considerably less money compared to search engine giant Google, as cost per acquisition or conversion will be cheaper across the board.

Top 5 Most Expensive Keywords UK

According to the 2018 article from, the top 5 most expensive keywords in terms of cost per click (CPC) are as follows:

  1. Casino – £58.57
  2. Online Gambling – £25.45
  3. Finance – £13.76
  4. Real Estate – £13.57
  5. Money Transfer – £12.38

(Source: WordStream)

However, many keywords are actually relatively cheap and can cost a matter of pence when assessing CPC.

Which is Better: Google Ads or Bing Ads?

It is safe to suggest that there are benefits from both Google and Bing ads. Knowing which one best suits your needs will vary on a number of factors. You should consider the fact that Google is the largest search engine, but also take into account that Bing is cheaper to advertise with and can tap into an older, more financially flush audience.

Why Should I Run a Bing Ads Campaign?

By ignoring the opportunity to run a Bing ads campaign, you would be missing out on a wider audience. As per a study led by, the CTR with Bing ads is 1.25% and only 0.86% with Google. Additionally, as Bing is a Microsoft search engine, their Windows devices send over 1 billion of their software users to Bing, through its own search bar and internet browser extension.

Discover the Benefits of Bing Ads with Biddable Media

At Biddable Media, our team of experts have over 9 years experience providing Bing Ads Campaign Management. Tap into this cost effective service to grow your website traffic and businesses revenue.

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