MediaVision’s Head of Paid Media, Jack Felstead, on whether Bing Ads can be more profitable than Google Adwords
There was a time when the vast majority of advertisers would have said “no”, but with Bing’s share of search growing globally and the platform offering higher conversion rates and cheaper CPC’s, it’s becoming more viable than ever before.
At MediaVision, we’ve always used both Google AdWords and Bing Ads (with mixed results) and while not true for every client, we’ve seen Bing generate higher returns than Google on several occasions. As an official Bing Partner, we’d like to share some of the data to prove it.
As the Paid Search market becomes more and more competitive we are constantly looking at ways of keeping our clients one step ahead of their competitors whilst generating excellent year on year growth across industries.
With 25% of the market share (across desktop search) and cheaper CPC’s than Google Adwords, Bing is a vital channel for any Paid Search account’s success.
MediaVision has recently seen tremendous growth through this channel, with much more to come in 2018.
Our Approach to Bing Ads
We’ve recently come across a number of Paid Search accounts that have been severely neglecting Bing. Either by not tracking conversions and revenue correctly (leading to decreased returns and investment through this channel), not utilising all the platforms features (such as Shopping, for example) or simply “syncing” the account with AdWords and leaving it, which really isn’t enough.
Bing is a completely different kettle of fish to Google and should be treated accordingly. Campaigns, Keywords and Ads all perform significantly different when compared to AdWords, so it’s essential that these are all tailored and optimised according to the platforms performance and features.
The Results Speak for Themselves…
Within Bing Ads (YoY)
We have seen a +166% increase in sessions and +376% increase in transactions, resulting in a staggering +446% increase in revenue and +105% increase in ROI, meaning we are able to buy more traffic at a higher AOV and ROI than last year. Costs per acquisition also decreased by -44% in the process.
Bing Ads Vs. Google Adwords (YoY)
Comparing the above metrics to Google Adwords (for the same period), we’ve seen a +41% greater increase in sessions and a +115% greater increase in transactions, resulting in +98% more revenue at a +30% higher ROI and a -29% lower cost per acquisition.
Get in Touch for a Free Account Review
We would encourage anyone who thinks they aren’t getting the results they should be from Bing to get in touch with us for a free consultation.