How to Pitch Bing Like a Champion
February 18, 2014
PPC Hero’s February series will be focused on arming you, the PPC account manager, with all the necessary ammunition to make a strong argument for adding new focus areas in your paid search campaigns to your client. That client can be your direct supervisor or executives if you’re managing in-house, or a client in the traditional sense if you’re working in an agency on several accounts. We’ll cover a range of topics from current focus expansions (CRO, Brand bidding, Video ads) to adding engines (Bing, Twitter, Facebook), so if you’re preparing for an account expansion pitch – this series is for you!
Ah, Bing. Love it or hate it, it can be an invaluable platform for any account manager looking to get the most out of his or her PPC budget. In all honesty, making sure a client has a Bing account launched is right up there for me with a Remarketing campaign on the list of “The Lowest of Low-Hanging PPC Fruit”.
However, there are still a few holdouts out there in the wilderness. Holdouts that, due to skepticism, perception, or past experience, are waiting to hear the right argument that’ll get them on board.
Hopefully, I can oblige.
- It’s Easy to Set Up
I don’t know if you’ve looked recently, but a lot of work has been put in to making sure that the Bing campaign upload/importation process is as painless as possible. There is, literally, a giant button now on the main interface that says “Import from Google AdWords”. Not even lying.
The actual import process is fairly straightforward. Clicking on that link brings you to a page where you can enter in your AdWords login, select your account and all relevant campaigns, and ferry them over. You’ll have to be a little selective on the campaigns you choose – a bulk import is likely to bring over some irrelevant display campaigns. In addition, be sure to double-check device and location targeting settings – that’s not a Bing-specific tip, it’s just common sense.
You’ll also get the opportunity to Find and Replace Google-specific elements of your ad copy. For me, that usually means refreshing my URL tags to properly identify traffic coming from Bing.
But even if you don’t want to use the Import wizard, the manual upload process via the (still Windows-only) Bing Desktop Editor is very similar to that of Google. The account structure mechanics are almost identical, save for a few minor differences – namely that they have, instead of Description Lines 1 and 2, one bulk “Ad text” field allowing a total of 71 characters. That’s a problem easily solved through the use of the Concatenate function.
- They Act Like They Want Your Business
This evidence is anecdotal, but I would charitably categorize my interactions with AdWords team members of late as “bored” and/or “indifferent”. Admittedly, part of that issue may be on me. But if you’re in the habit of battling chronic ad disapproval issues, getting a straight answer about what is actually wrong and, more importantly, what you can do to fix it can be an exercise in severe frustration.
Conversely, my interactions with the Bing team as of late have been very productive. I’ve been working with an account team that brings a solutions-oriented mindset to my (and my client’s) problems. Having a long-term representative on hand who’s willing to provide direct answers and follow up on issue resolution is rare – but Bing has been batting close to a thousand on that front.
- The Performance is Comparable to Google
A caveat: not really comparable from a volume standpoint. Just wanted to make that clear. But by importing the work you’ve already done in AdWords, you can get enormous returns for very little time invested. Instead of empty promises, though, I’ll back this up with some data:
- In December of 2012, one of our newest clients had yet to launch a Bing account. Their lead total for this month was 172 leads generated solely in AdWords.
- In December of 2013, with regular bid maintenance, ad copy tests, and account expansion imported from AdWords, this client generated 207 total leads from Bing. All this, for less than they had spent on Google the year prior. To be fair, their AdWords account generated 407 total leads – but 33% of their total lead volume now comes from Bing at only 80% of the Cost Per Conversion.
The data backs up some trends we’ve observed with Bing. It has a lower Average Cost Per Click ($1.74 in Bing Search versus $1.76 in Google Search) and a higher Conversion Rate (3.04% in Bing Search versus 2.82% in Google Search). But why is that so?
1. There’s less competition due to fewer advertisers on Bing, leading to a lower Average Cost Per Click. So if you’re one of those advertisers, it’s a good idea to get in sooner rather than later. Enjoy the lower click costs while they last!
2. Bing has a different audience – it’s the default Search Engine on the default Web Browser on the default Operating System. Sorry, Linux folks – business are still pretty heavily entrenched in Windows, and that means the less tech-savvy users are going to be making use of Internet Explorer while they browse (and make purchasing decisions) at work.
That *should* make for a pretty compelling case, I think.
If you’re not already online with Bing Ads, it’s probably a good time to start. If you can think of some reasons I missed, share them in the comments! If you’ve got some drawbacks and helpful tips (like avoiding the horrendous Search Partner lead quality), share those too. If you’re worried about keeping up to date with Bing Ads Best Practices, well, I know a guy for that. Thanks for reading!
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.
Where You Should Focus Your Facebook Brand Awareness Efforts
Learn the basic metrics to focus on when you want to build awareness on Facebook.
Google To Release New Shopping And Travel Features
Several upcoming changes to Google Shopping and travel-related ads can be expected in the near future. Read to find out more.