Most of the time when we talk about pay per click (PPC) or search ads, we’re talking about Google Adwords. But what about the ads in the Bing and Yahoo search engines?
Without going into too much detail, the Bing ad system is nearly the exact same as Google Adwords. While Bing is missing some of the newer features offered by Google, the account interfaces are all but identical. (Bing clearly didn’t plan that at all…)
Therefore, if you’re looking to increase traffic, duplicating your Google Adwords campaigns in Bing is an easy way to accomplish this. Running ads with Bing displays your ads in Yahoo as well, so you will find that your Bing ads typically receive one third of the traffic that your Adwords receive.
That being said, there are some subtle differences between the Bing and Google search engines and ad systems.
There is a slightly higher percentage of male users on Google (55% male), while there are slightly more female users on Bing (58% female). This is something to keep in mind if you know that your target market is made up of mostly men or women.
Google users tend to be slightly younger, while older users dominate Bing. In fact, 31% of Bing searches come from users 55 and older. Bing users tend to be less tech-savvy, probably since Internet Explorer and the Bing search engine come pre-installed with each PC. Bing users also tend to be wealthier and more likely to have children.
Nearly 40% of Bing’s searches come from the USA. Meanwhile, Google gets 34% of its traffic from the USA. If you’re targeting North America with Adwords and you start the same campaigns in Bing, you will find that you get a decent amount of traffic from the USA but very little from Canada. Bing also gets a large percentage of its traffic from China.
Simply expanding your ad campaigns from Google to Bing can be an easy way to increase traffic. But creating a strategy based on the demographics of each search engine can help you to achieve the best ROI on your advertising budget.