Thinking about Bing Shopping Ads?
You should be!
This article will tell you everything you need to know and how to be a pro.
Below I’ll show you exactly why you should be focusing on Bing Shopping Ads.
For starters, 1 in 5 people use Bing for online searches.
In fact, Bing’s average click-through-rate (CTR) is about 50% higher than what we see on AdWords, and every industry had a higher average CTR than seen on Google.
Even better? The Bing Network audience spends 32 percent more online when shopping from their desktop computers than average internet searchers.
What are Bing Shopping Ads?
First things first.
Similar to Google AdWords, Bing Shopping Ads are Bing’s platform for advertisers to display product ads on Bing’s Search Network.
Shopping ads allow you to better your display your product than traditional text ads by using more space high-quality images. Bing lists the following advantages of their shopping campaigns:
- There’s no need for extensions – Shopping ads eliminate the need to create an extension; rather, your catalog is automatically linked during set-up
- Enhanced control over your campaign – By using the Campaign Priority setting, you can specify which campaigns should take priority over others
- Custom labels – Custom labels are fields associated with each product that you are free to use however you’d like. Bing examples include best seller, seasonal item, special offer, etc.
- Product groups – Groups are a highly targeted way to organize based on characteristics such as brand, condition, etc. Each ad group will be associated with a single product group.
- Common promotional text – all ads within a group will use the same promotional text
Bing Shopping Ads vs. Google AdWords
This isn’t an article about which search engine reaches a bigger audience.
Google wins, hands down.
In a world of 6,586,013,574 daily searches, 4,464,000,000 belong to Google.
Bing controls 873,964,000.
Now, I know what you’re thinking. Why would you spend your money advertising on a search engine that doesn’t even control the most searches?
Well, here’s why.
Less Competition with Bing Shopping Ads
Think of it this way: Fewer people use Bing as their ad engine, which means less competition for you.
And because Bing uses an auction system similar to that of the AdWords auction, that also translates to you saving money.
More specifically, it means better ad positions and cheaper costs per click.
Google Shopping results:
- Average CPC for Google Shopping Campaigns: $.48
- Average ROAS for Google Shopping Campaigns: 751%
- Average revenue per click for Google Shopping Campaigns: $3.58
Bing Shopping results:
- Average CPC for Bing Shopping Ads: $.33
- Average ROAS for Bing Shopping Ads: 1345%
- Average revenue per click for Bing Shopping Ad: $4.43
See what I mean?
Not only do Bing ads cost you less per click, but they often generate an even higher return than similar Google ads.
Part of Bing’s high numbers in ROAS also likely have to do with ad placement. Because bids tend to be less expensive on Bing, advertisers have a better chance of landing in a top spot.
With Google, you’ll potentially pay more for a less desirable position.
So while it may not generate the number of searches that Google does, it still represents an opportunity for your ads to excel due to the lack of competition.
Bing Shopping Ads Offer More Flexibility in Key Areas
There are a few key differences between Adwords and Bing Ads that lean toward Bing’s favor.
First up, budget. Both platforms on a pay-per-click (PPC) basis. But with Google, you choose your budget on a strictly daily basis.
Bing, however, lets advertisers choose between daily and monthly budgets.
You also have more options when it comes to location targeting. In AdWords, your location is set at the campaign level, whereas Bing allows you to set a location at the campaign level as well as well as at the group level.
Bing also allows you to assign different campaigns different time zones.
Another big difference in targeting (which we’ll explore in depth shortly) is how they target by demographic.
Google AdWords targets mainly by exclusion, meaning if you want to segment a certain age and gender group – say, women ages 20-35, you must add those to your campaign and then specify which groups to exclude.
Bing Shopping ads allow you to choose specific age ranges and gender and adjust your bids accordingly.
Targeting With Bing Shopping Ads
Of course, ads are only effective if they reach your target audience. Luckily Bing provides plenty of targeting options to help increase your exposure to the customer’s that matter most.
With Bing, you can set targeting options for both display and mobile ads at the campaign level or ad group level.
You can target ads by:
- Age – your ads will be displayed more frequently to a certain age range who will be more interested in them; you can add up to five per campaign
- Daytime – allows you to target by time of day; you can target by day, hour, and minutes.
- Device – you can target your audience based on whether they use desktop, mobile or tablet to search; the maximum number you can specify per campaign is three
- Gender – target by gender; you can specify two per campaign
- Location – can specify all available regions/countries or select cities, zip code, metro areas, states/provinces and countries/regions; you can also choose to exclude certain regions from seeing your ads (negative locations); Bing allows you to specify up to 10,000 locations and negative locations
- Location Intent – you can set the location intent to people in, searching for, or viewing pages about your target location
- Negative Location – these specify which areas or regions you don’t want to show ads to
- Radius – with radius you can choose to show ads to people in, searching for, or viewing pages about a specified radius around a zip code, landmark, or area; you can choose up to 2,000 per campaign
Once you’ve set your targets, you can increase your bids amounts to make sure your ads are displayed higher in search results – to the right people.
As you choose each target criterion, you will have the option to increase your starting bid by a certain percentage.
For example, if you sell jewelry online and have a physical store location in Nashville, you can choose a base bid for the keyword “jewelry,” then create a location target for the campaign that raises the bid by 50% for users in the Nashville area.
The higher bid increases the chances that users in your target location, in this case Nashville, will see your ad.
Keep in mind that you can specify your minimum target criteria at the campaign level, and then continue to narrow down at the ad group level. For example, choose a general location like “U.S.” or “California” for your campaign target location, then narrow your ad groups down further by zip code or city.
Google AdWords Integration With Bing Shopping Ads
Already invested with Google AdWords?
Not a problem. Bing has a feature that allows you to import existing AdWords campaigns into Bing.
Simply log in to your Bing Ads account, click Import Campaigns, and then click Import from Google AdWords.
From there, you’ll be prompted to log in to your Google account, choose what you would like to import, etc.
Do keep in mind that certain settings won’t be imported from the campaign, such as some language settings, etc.
Are Bing Shopping Ads Right for You?
Ultimately, it comes down to your audience.
- Are comprised of 141 million unique searchers on Bing Network
- Conduct 5 billion monthly searches
- Make up a 34% share of the U.S. desktop search market
- Is evenly split between males and females (50% male, 50% female)
- Almost half of Bing Network users are married or living with a partner
- ⅕ live in the U.S. South Atlantic
- Nearly 40% are between the ages of 35-54
- ⅓ has a household income of $100,000 or more
- Over ⅓ hold an associated degree, while 17% graduated from graduate school
The takeaway? Bing users cover both genders, are educated and have spending power. If your target audience falls into any of the above parameters, you’ll want to give Bing Shopping ads a go.
Another key indicator that you should be on Bing depends on the industry you’re trying to target.
Because shopping ads are focused more directly on retail – you’re in luck. Apparel and accessories have an average CTR of 3.33%, while Google’s similar e-commerce industry gets an average CTR of 1.66%.
Get Started With Bing Shopping Ads
When it comes down to it, if you’ve already mastered Google AdWords, getting familiar with Bing won’t be a big issue.
The two are similar in many crucial ways – including setup, keyword research, and bidding.
But with Bing, you have the potential to reach a somewhat untapped audience that will offer you a huge return on your investment.
So the real question is, why wouldn’t you give Bing a try?