credit: BusinessInsider.cm

Bing can be portrayed as a search marketer’s best friend or biggest annoyance.  Agencies, who typically charge based on percentage of media spend, hated Live/MSN search because it had relatively no search volume, which meant no media to spend, which meant no fees to charge.  It also has the hardest user interface to properly setup ad groups, took the most time to manage, and probably has the most quirks like {param} settings and a bunch of other baloney that 95% of the people don’t know how to use.

But then this rebranded search engine came out called Bing.com and was backed by $100 million in marketing–and get this–people are actually using it!  So is it time to rush over to the adCenter and open up an account?  Well, if you like making money, then you probably should.  Here’s why:

Since agencies have often shunned it for so long, there still aren’t a lot of other advertisers on Bing compared to Google and Yahoo.  This means less competition, cheaper CPCs, higher CTRs, and hopefully higher conversion rates.  Even though it only has 7-9% of the market share, you know what?  That’s still 7-9% of the BILLIONS of searches that happen every month!  If you could increase your orders by 7-9% with a 4-5% increase in PPC spend, wouldn’t you want to?  Also, since the costs per click are lower (due to the less competition) then that usually means lower costs per conversion, which means you can afford to buy more!

OK…So You’re Going to Advertise on Bing.  Now What?

Like I mentioned earlier, adCenter is the quirkiest interface to work in, so I wouldn’t go duplicating your Google account and importing it over to Microsoft.  Instead, look at your converting keywords over the last 60-90 days, and import only those.  AdCenter ad lengths are the same as Google’s so you can even import the same ads if you want.  Unless you really want to spend some time reading the help guides, I’d stay away from the param settings for now.  I’ll explain those in another post.

Finally, make sure you don’t import your Google bids into MSN, otherwise I can almost guarantee you’ll skyrocket in top position.  Use bids 30-50% lower than Google to see how you do, and adjust accordingly.

So should you advertise on Bing?  Yes. Yes you should.