Should I start PPC advertising on Bing Ads?

Everyone has heard of Google AdWords, but how many know of the Bing Ads network? With a market share of approximately 15% in the UK, the Bing Ads network is a smaller player, but not one that should be dismissed instantly.

The benefits

Running Ads on the Bing Adcenter network opens up a whole new search audience to you. This is generally viewed as incremental traffic which otherwise you could not access – think NEW customers!

Because of there being less advertisers on Bing, generally the CPC (cost-per-click) is lower than the equivalent search on Google, which in turn leads to a lower CPA (cost-per-acquisition).

There are also some nice features in Bing, which Google doesn’t provide and can help develop an account more quickly. One of these being the [exact search impressions] report.

The drawbacks

Aside from the lower overall traffic volumes, the main drawback of using Bing is the additional time (your own) or cost (using an external individual or agency) to manage the account.

Assuming this additional cost still generates a positive ROI then there are few additional drawbacks, other than learning the some of the interface differences between this and AdWords.


To decide to advertise on Bing, you need to firstly calculate whether you have more growth on the AdWords available, or if you’ve hit your ceiling. If growth is still available in AdWords then you are probably better focusing your efforts and budget in a single platform, rather than diluting your effort across two.

If you operate in a niche search area, or have 100% impression share across the searches relevant to your business within AdWords, then you should consider using Bing alongside AdWords.

Gerard McHugh Posted by Gerard McHugh

Gerard McHugh - PPC Expert based in Cheltenham, Gloucestershire UK

Gerard has spent over 15 years working on Pay Per Click campaigns for companies operating in the UK, Europe and USA. He is Google Ads Certified in Search, Display and Shopping and a Microsoft Certified Professional

View Gerard McHugh's profile on LinkedIn



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