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Bing Ads vs AdWords - Do they play nice with each other?
August 09, 2017

Bing Ads vs AdWords - Do they play nice with each other?

Adam Lumley | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Bing Ads

We use Bing Ads in the same manner that we use AdWords. It is used primarily for lead generation for our sales team.
  • On average we see a lower cost per conversion vs AdWords.
  • They offer an easy-to-use tool to import already proven campaigns from AdWords to Bing Ads.
  • The ability to integrate data directly into Excel is convenient.
  • The import tool from AdWords allows for errors within campaign settings.
  • Users should be advised to carefully review settings before going live as some campaigns may be optimized for clicks when they were optimized for conversions in AdWords.
  • Calculated cost per conversion does not have the same visibility as AdWords and requires more careful analysis.
  • Significantly lower volume of traffic can be expected compared to similar campaigns in AdWords.
  • We have seen positive ROI with Bing Ads.
  • Volume of available traffic limits Bing Ads and it would not be feasible for our organization to use it as a primary traffic source.
  • We haven't seen any negative impact on our overall objectives from using Bing Ads. Although an argument could be made that we may have seen a greater return by using the spend in other channels.
Although we have tested many other platforms. AdWords would be the closest comparison since Microsoft basically duplicated Google's product. The results are similar but on a much smaller scale compared to AdWords. We have seen lower cost per lead on some campaigns but significantly less traffic and lead volume. [However] AdWords has proven to be a more effective tool for us.
Bing Ads is definitely worth testing and scaling up if you find success with the platform. Traffic volume is lower than AdWords for nearly identical campaigns, bids, etc. Conversion to sale as a result of having less lead volume has often taken longer compared to AdWords. Organizations with smaller monthly budgets may find more success testing with less spend in Bing Ads vs AdWords.