How can you optimize my SEM campaign for better performance on Bing?

Optimizing an SEM campaign for better performance on Bing requires a tailored approach, as Bing users often differ in demographics and search behavior compared to Google users. One of the first steps is to customize your ad copy and keywords for Bing’s audience. Bing tends to have a slightly older and more affluent user base, so using language and keywords that resonate with this demographic can improve campaign performance. Additionally, it’s important to utilize Bing-specific ad extensions, such as multimedia ads or Bing Shopping Campaigns, to increase visibility and engagement. These extensions allow your ads to stand out by providing additional information or visuals, which can be particularly effective for e-commerce or service-oriented businesses. Another crucial factor is adjusting your bidding strategies based on the performance data Bing provides. Bing Ads often offer lower CPCs than Google, so you may have an opportunity to bid more aggressively to capture market share without inflating costs. Finally, closely monitoring device targeting options and analyzing which devices drive the highest engagement can further refine your campaign’s focus, leading to better overall performance on Bing.

Optimizing your SEM campaign for better performance on Bing involves several key steps:

1. Tailor Keywords: Adjust your keyword strategy specifically for Bing, focusing on keywords that perform well on the platform. Bing users often search differently than Google users, so it’s important to fine-tune your keyword list.

2. Leverage Bing’s Audience Targeting: Bing offers unique targeting options, like LinkedIn profile targeting. I can use these features to reach a more specific audience relevant to your business.

3. Optimize Ad Copy: I’ll craft ad copy that resonates with Bing’s user base, often skewing slightly older and more affluent. This means focusing on clear, value-driven messages.

4. Use Bing’s Ad Extensions: Bing provides various ad extensions like site links, callouts, and location extensions. I’ll ensure these are fully utilized to enhance your ad visibility and CTR.

5. Adjust Bids and Budgets: Bing’s cost-per-click (CPC) is often lower than Google’s, so I’ll optimize bids and budgets to get the most value while maximizing your ROI.

6. Analyze Performance Data: I’ll continuously monitor and analyze the campaign’s performance on Bing, making data-driven adjustments to improve results.

By focusing on these strategies, I can help your SEM campaign perform better on Bing, reaching more of your target audience and driving greater returns.

There really isn’t a great deal of difference between Bing Ads and Google Ads these days.

You can easily import your Google Ads campaigns from Google into Bing and sync them up so that all the changes you make inside Google Ads can be carried through to Bing Ads.

With that being said, the metrics are the same but cheaper.

Cost-per-click prices are cheaper, and this is one of the main reasons for running Bing Ads because it’s a lot more affordable to do so (practically in almost any niche).

But be careful. 

Because even though cost-per-click prices may be a fraction of what they are in Google Ads, this is only because there’s much less competition.

So then that poses the question, why?

And it’s an easy answer…

Because there aren’t as many people who use Bing search as there are who use Google search.

Reports have stated that 82% of people use Google search, with all of the others (Bing, DuckDuckGo, Yahoo, Ask, Brave) all falling within that 18% bracket.

Bing is the second-biggest search engine, with 10.5% of users as of 2024.

Sort of going off-topic here, but stay with me…

It’s worth running a test campaign in Bing Ads, but I would recommend importing your campaigns from Google Ads first, and then tweaking them slightly once they’re in Bing Ads.

Or, if you just want to carry any changes you make over from Google into Bing, keep the sync campaigns feature on.

Just remember, whilst they’re sort of the same, they are different.

Different markets, and different demographics and because of this, you should consider this when reviewing the data and optimizing your Bing Ads campaigns.