1. Less competition and cheaper CPC’s

Advertisers on Bing have numerous benefits from the lack of competition, like better ad positions and cheaper costs per click. Also, Bing Ads uses a similar auction dynamic as Google AdWords auction. From clients, who are advertising on both Google and Bing, we can see that nearly all had lower search CPC’s on Bing, averaging 33.5% cheaper CPC on Bing. Not only are these clicks cheaper on Bing, but their ads are often in better positions than their Google counterparts and have higher CTR’s.

2. More granular control and ad group levels

As Bing allows you to assign different campaigns in different time zones, you can make sophisticated ad scheduling strategies far easier to manage in Bing, particularly if your campaigns reach internationally. While Google AdWords makes you set your network, location, ad scheduling, language, and ad rotation settings at the campaign level and ad groups are restricted to their campaign-level settings, Bing Ads, opens these options up at the ad group level, allowing you to quickly adjust a setting for a particular ad group.

3. Better device targeting options

Bing advertisers can still exclude desktop and tablet traffic from their campaigns and even target mobile devices using select operating systems.

4. More transparency and control

Bing allows users the flexibility of targeting just Bing & Yahoo, just search partners, or both, at the ad group level. Also, you can quickly run a report in Bing to see exactly which search partners are directing this traffic to your site. Navigate to the reports tab and run a “Website URL (publisher)” report to quickly see exactly where your traffic is coming from. You can even exclude that particular search partner without having to opt out of all the other partner sites. Head back to the campaign settings and add the website as a “website exclusion.”

5. No close variants

Bing does have the option to include close variant queries as matches, it remains just that: an option. Advertisers can easily opt in or out of close variant matching at the campaign or ad group level.

6. Better social extensions

Bing began testing automated social extensions a few years ago by showing the number of Twitter followers an advertiser has next to their ad. Meanwhile, on Google, their social extensions show your Google+ followers, which would be a nice idea if anyone used Google+.

7. Allowing to control search demographics

Probably the most innovative and underused offering from Bing Ads is the ability to control which gender and age demographics see your search ads. Demographic targeting can be controlled at either the campaign or ad group level within Bing Ads.

Bing Ads has a lot of unique advantages for SMBs that Google doesn’t offer [yet!]. If you’re looking to take your Bing Ads account to the next step, reach out to us and let us highlight fast and easy ways to reduce wasted spend and attract more, high quality traffic.