Put simply, if you’re on Google, you should be on Bing. The interface and offerings are similar, and you can sync your accounts to keep the process simple. You also have access to more detailed targeting options that you’re presented with on Google so you can really drill down on your highest value audience segments.
Where reach is concerned, by getting in on Bing, you’re reaching an older, more affluent audience; generally, at a cheaper CPC than you can score on Google.
While you may not commit the same level of spend to Microsoft Ads as you do Google Ads, remember, it’s not a set-and-forget deal. If you get it up and running and lose steam, your results will probably be lacklustre. If you commit to optimising your Microsoft Ads, you’ll likely find that, over time, you will have established an effective second tier paid search channel to Google Ads. This approach not only presents new revenue opportunities, but it also safeguards your bottom line from unforeseen or adverse changes to either platform.
Not only will you benefit from diversifying your target audience and safeguard your business from unforeseen platform changes, but you can also secure up to $250 in Microsoft Ads coupons to get started!