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It’s largely affected by the products/services sold and the market you operate in.
Before we measured performance of the Bing activity, we needed to get the account in a state which best positioned it to achieve the objective of lowering the CPA.
So, as a starting point, we took three of the best performing campaigns in Google and mirrored them as closely as possible in Bing, just with a much smaller budget.
Now that mobile has surpassed desktop in the number of searches, there’s pretty much no business left that can ignore it.
We took over the account in October and in just 90 days, we more than doubled the amount of qualified traffic (blue line) coming to the site from paid search while simultaneously spending half as much per visitor.
However, the main takeaway from this case study is not to ignore Bing when developing an online advertising strategy, even if you’ve not used it before and question its value.
By structuring the account well and continuously optimising campaigns, it could prove to be a very cost-effective way of generating conversions.Although Bing/Yahoo only occupies around 15% of the search engine market share, as a combined advertising network, it’s still by far the second biggest search engine.In this case study, I will highlight some of the economic benefits of using Bing, and why it shouldn’t be forgotten about when planning an online advertising strategy.After reviewing the standard advertising metrics, there was little to split the networks in terms of performance.The CPC, CTR, average position etc were all very similar.Most PPC managers will have accounts they look after where this is apparent.However, it was the magnitude of the difference in the results that was so surprising.There are wide range of factors stopping clients from setting up a Bing Ads account, so it’s impossible to list them all.However, there are some regular excuses used such as, a lack of time to manage it, not understanding the platform, having a limited budget, or believing Google is the only search network worth investing in.There’s no question that more new clients now have a Bing Ads accounts with some sort of activity running.However, the percentage that do not, but do have a Google Ad Words account, is still surprisingly high.