Microsoft Bing Shopping Ads are the second most popular search destination in America, and have a U.S audience of over 60 million. This gives eCommerce entrepreneurs the opportunity to get a lot for their budget. SEO marketing is a great way to promote your online shop. Most merchants will buy ads on Google. Bing, however, offers a large audience and a wide range of properties for a low price. It is typically less expensive to advertise on Bing than Google. Bing’s audience is often made up of high-value earners who are not found in Google’s ad network. Although many eCommerce marketers and merchants tend to avoid the platform, it is a marketing resource that can increase your traffic.
Search advertising can be complex. As such, you should expect to learn a lot as you set up paid advertisement through Bing. You have the option to hire search specialists to allow you to focus on your core business. This guide can be used by eCommerce merchants as a starting point in their Bing journey.
Bing is bigger than you think
Microsoft Bing is the official name for the search engine that was launched in 2009. It replaced Microsoft’s MSN Search, Live Search and Live Search. Bing integrates with other Microsoft services, so it is the default search engine for MSN and Edge users. It also serves as the web-search tool in Windows and other Microsoft software.
Bing is also used to power other search engines, most notably Yahoo! Bing also powers other web search destinations, such as Yahoo! Depending on who is counting, Bing’s network can account for between 14 and 27 percent of U.S. search traffic from desktop and laptop computers. Bing powers 9 per cent of U.S. searches, and 4 per cent of global search activity across all devices.
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These numbers may be small compared to Google’s share of the market, but they still represent a substantial audience. Microsoft claims that the Bing network in the United States reaches more than 117 million users per month and performs over 7 billion searches.
Bing is a great way to drive traffic to your online store .
Bing Ads: A quick look
Although optimizing visibility in organic searches is an important eCommerce marketing tactic to use, paid search can be used quickly to increase visibility for seasonal items or timely offers. Paying for search can be done quickly.
Microsoft Bing’s search engine results are similar to Google’s. There are organic listings generated by the algorithm at the center and ad placements at the top and sides.
Merchants bid for ad placements based on keywords and only pay when customers click the ads. This is known as pay-per–click (PPC), which is also an element of Search Engine Marketing. To ensure that their budget is effectively used, sellers set spending limits and other parameters. You can choose from many Bing ad formats, which broadly include:
- Text ads with a text heading, link and a short message. These can be used to highlight particular products or categories, or promote the brand in general.
- Product ads which highlight specific items using images, short descriptors and links
- Multimedia ads which feature embedded video and larger imagery, along with text links and text
Advertisements can include discount coupons, links to nearby shops where the item is in stock, or customer service information. Ad placements that are dynamic and responsive allow for customizations to adapt to viewers’ preferences.
Both Google and Bing offer basic product ads for free as of late 2020. Both search engines have designed compelling landing pages that allow users to browse through product ads. They include curated content and seasonal favorites. Although the ad formats look similar to Google, one thing is different: the price tag.
Advertisers often overlook the Microsoft Search Network, which means that the competition for bids is lower. This results in lower costs per click (CPC), depending on the keywords.
Bing shopping vs. Google shopping
Bing and Google are not the only differences. When deciding where to spend your advertising dollars, there are other key differences. These are some of them:
- Google Shopping product ads generate 57 percent of paid search clicks. They account for only 31 percent of Bing’s paid search clicks, while text ads generate the rest. Advertisers are investing where there are clicks: spending on Bing Text Ads is up 15% year-over-year, while Bing product ads purchasing is down 9%. Contrary to text ads, Google product listings investment is up 15% year-over-year, while text ads are down 7 percent.
- Google rules mobile. It’s obvious: Google rules mobile search. This is the most popular form of search. 60% of all search traffic in the U.S. is mobile and a staggering 94 percent of those U.S. searches are done on Google. Yahoo and Bing, however, account for just 3 percent and 1.5 percent respectively of the global market share.
- Bing users tend to be wealthier and more established than others. Bing users are wealthier and more established, which is a result of its larger relative presence on desktop computers. This makes it a good demographic to target. Bing users are mostly college-educated, married and have children. 42 per cent are in the top quarter of income earners . The below data was sourced from Microsoft Search Network data. )
Four top reasons to use Bing Shopping Campaigns
Bing’s unique audience characteristics and behavior are advantageous for eCommerce merchants. There are three ways Bing ads can help you earn revenue and reduce costs.
- Higher click through rates and lower costs per action. Click-through rates on Bing are on average 45 percent higher than those on Google depending on the industry vertical. Although conversion rates on Bing are lower (1.74 percent vs 1.91 percent on Google), overall costs per desired action (i.e. how much advertising is required to generate each order) on Bing are lower than those on Google by 40 percent.
- Integration with Google Ad Feeds is easy. Bing provides a quick way for merchants to get on Google’s ad platform. It has a feed uploading and conversion tool, which reduces the time and resources required to launch.
- More tools for fine-grained targeting. Although there are many similarities between the ad systems that allow for quick transfer of Google’s ad feeds, Bing has several controls that allow for more precise targeting by device, ad group and time zone. Merchants have greater visibility than Google into where the traffic from Bing comes from. This allows sellers to target their audiences more effectively and make their dollars stretch further.
- Future-proof privacy. Leading technology companies have taken steps to protect users’ privacy over the past year, including Apple’s decision to require explicit permission from users for apps to gather personal data. Microsoft, like Apple, isn’t dependent solely on advertising revenue and therefore has a greater ability to eliminate intrusive ad-tracking methods. Google, for example, has extended the deadline to end third-party tracking until late next year. Microsoft, on the other hand, has proposed a privacy-centric ad targeting system that can rival Google’s in-progress work. Although the details may be complicated, merchants can rest assured that Bing’s ad features will pass even though privacy controls continue tightening. This means that there will be less retooling.
Get started with Microsoft Shopping Campaigns
Before you can advertise on Bing, you’ll need to do some administrative tasks. Then, you can start setting up audiences and products and then the campaigns that connect them.
Microsoft provides a complete guide, “Get started with Microsoft Shopping Campaigns,” a detailed training course, and free coaching for beginners, as well as lots of video and text tutorials. These steps will help you get started if youre ready to jump in.
- Register for an account. Set up an account with Microsoft Advertising. You won’t have to pay anything to access the training course or other resources. This includes a free research tool that provides insight into the most popular search terms in the Microsoft Search Network. You will need to provide an email address and create a password on the account setup page.
- Register a store to claim your eCommerce website. Next, create a store and claim your eCommerce site. The UET tag is a way to tie conversions and other visitor behavior to your ad performance. It also allows for more targeted ad targeting features. You can add the tracker by to Wix merchants. Refer to Microsoft’s how-to guide or contact our support staff for assistance.
- Upload a product feed or import from Google. After your Merchant Center store settings have been verified and established, you can populate the store with merchandise by either uploading or importing your product catalogue. You can either import your Google ads and campaigns or create a new Microsoft catalog.
- You must take care of billing. Set up a payment method. Choose whether you want campaigns to be prepaid with charges deducted from a predetermined amount or whether they will be paid on an ongoing basis based upon fees already accrued.
These are the essential elements. Once you have established your campaign strategy, it is important to plan your keyword and campaign strategy. This will ensure that ads are both cost-effective for Bing advertising and for Google Shopping Campaigns.
- Keep the end in mind when you start. Advertisements should be focused on the end goal. Every outcome is different and requires different calls-to-action.
- Your ideal buyer persona will help you create campaigns. It is helpful to keep in mind your individual search habits, budgets, and tastes. These traits can be used to determine the ad creation process, including which photos are used and how much you bid.
- Double-check keywords terms to avoid jargon. When they search for keywords, customers use different terminology than employees. Your eCommerce site’s internal search logs can be very helpful in providing guidance. To avoid using technical terms, use the keywords that shoppers already use when searching for products.
Once you have your Microsoft account set up, your Merchant Center store is populated with products, your strategy developed, it’s time to start setting up your ads. You will need to create product groups for each campaign and indicate the audience as well as the budget.
- Start by creating a campaign.
- Next, create product groups by grouping related products from your catalog feed. These could be existing product categories on your eCommerce site or items that are thematically linked, such as holiday decor and new seasonal items. You can link the relevant product groups with your campaign.
- Target your ads with variables like geography, audience demographics or time of day. You can also exclude certain regions, keywords, or websites from your target list.
Tracking performance is the last component of your ads once they are live. This will ensure that your ads drive the traffic and businesses you want. Wix Analytics is included in a Wix eCommerce website. This allows you to identify Bing as an external source of organic and non-ad traffic. Connect to the Feed for Microsoft Ads app to track your ad performance.
Microsoft Shopping Campaigns are your best friend
Merchants will find Bing appealing because of its underdog status and attractive audience.
Bing Shopping Ads are a great way to drive qualified traffic to your eCommerce website, whether you use them in conjunction with Google Ads or as standalone targeted purchases.