Bing PPC Quality

by DURABLEOILCOM 4 replies
I have noticed when using the same keywords on Bing Ads vs Google Adwords, Bing brings in far less converting traffic. Has anyone else noticed the same disparity?
#pay per click/search engine marketing (ppc/sem) #bing #ppc #quality
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  • Profile picture of the author vidgod
    I've seen it go both ways as far as conversions go across Bing vs Adwords depending on the vertical.

    But it's possible what you need to watch out for are your broad keywords in Bing. Broad keywords in Bing can be much broader than Adwords broad match at times, and will result in lower quality traffic. I would look at your Bing search queries to see if it gives you any insight on how to tighten up your keywords and translate them to broad match modified, or phrase and exact.
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  • Profile picture of the author SEONinjaa
    Bing Ads has less competition and cheaper CPC’s.
    Bing Ads offers more granular control at the campaign and ad group levels.
    Bing Ads has better device targeting options.
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  • Profile picture of the author codeboss
    This was my question I wanted to post tonight. I get zero conversions from Bing... thinking of shutitng it off!
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  • Profile picture of the author dburk
    Hi Durable,

    It may not be merely a "Quality" issue, it is very likely also an issue of search volume.

    Volume Matters

    The volume of search in Bing ads is a tiny fraction of what is possible in AdWords.

    While search volume disparity varies for each niche, on average you get only about 1/20th the search volume in Bing Ads as you typically get in the same niche on AdWords. In some niches the disparity is even greater. As a result it takes 20 days of advertising on Bing to achieve the same number of conversions you could have gotten in a single day of advertising on AdWords, on average.

    This great disparity in search volume means that your AdWords ROAS (Return On Ad Spend) could be as low as 1/10th of what you make on Bing ads, and yet you still end up with double the profit at the end of the month.

    Try to keep in mind that total profit depends a great deal on volume. Volume is part of the profit/loss formula.

    VPC - CPC * CV = Profit/Loss

    • VPC = Value Per Click
    • CPC = Cost Per Click
    • CV = Click Volume
    Volume Is A Profit Multiplier

    In Bing Ads the limited volume can often be a huge limiting factor in the number of conversions, and thus the amount of total profits. It is basic math.

    New advertisers are often attracted to Bing Ads because of the higher ROAS that is possible, but many of these novice advertisers fail to realize that they will have limited opportunities to scale their campaign once they have optimized their campaign's performance.

    There is also another downside of using a relatively low volume network like Bing Ads, lack of data. It can often take much longer to gather enough data to determine the value per click whenever the search volume is low. If the search volume is only 1/20th that on AdWords, it night take 20 times as long to gather enough data to be actionable. In many cases you may not have gather enough data on a keyword to optimize it's performance even after many months of advertising.

    Again it boils down to basic math, 1/20th the volume means far fewer conversions, and far more precious time to optimize performance.

    Bing Ads can be good for a new advertiser that is trying to learn the concepts, or for someone that is marketing as a hobby rather than as a business. When you are ready to get serious you need to go for volume to scale your business and Bing Ads may not be the best platform for serious marketers that are trying to build and grow a real business.

    How well Bing Ads works for you may boil down to the specific niche, location, and demographic audience you are targeting. Generally speaking, you should test campaigns on both ad networks and let your data guide you. just don't forget to account for volume in your analysis of that data.

    ROI is just a statistic, a ratio, not a measure of true value. Don't make the mistake of picking a ratio, in isolation. as a goal or measure of overall success. It all starts with a goal, choose the right goal or you may find yourself chasing rabbits down the proverbial "rabbit hole".


    Don Burk
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