BingAds is no AdWords, but better than you think.
February 16, 2018

BingAds is no AdWords, but better than you think.

Benjamin Hale | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Bing Ads

We use BingAds to supplement our paid search efforts in a number of schools across the country. This allows us to ensure we are able to reach the entire search market at reasonable prices. Depending on the market, we find that BingAds can be a very successful place to get paid search leads. Additionally, due to the perception that it is not used often, we are often confronted with fewer competitors and a lower cost per click and per lead.

Pros

  • BingAds does a good job of matching similar structures and features of the more popular and familiar Google AdWords.
  • Bing Ads does a great job of providing integrations with our bid management systems.
  • The ability to clone or copy campaigns from AdWords saves time and effort in creating campaigns on the BingAds platform.

Cons

  • We have had lackluster support from our representatives in the past.
  • The lack of volume in the channel can make it difficult to get significantly significant results.
  • We have run into issues on bid management by device settings.
  • When bid prices and cost per lead prices are low, BingAds can bring in very low cost leads.
  • Campaign importing makes adding and modifying BingAd campaigns quick and easy, which means little overhead costs.
  • When on a limited budget, adding BingAd campaigns is not always worth the spend toward your budget.
BingAds is very similar to Google's AdWords platform, and when Google makes changes in the layout and setup of the platform, Bing seems to follow closely behind to match the familiarity. BingAds lacks the volume of searchers and a few smaller features. Yahoo Gemni is inferior to BingAds, and should only be used when looking for additional volume in a well funded campaign.
While we are quick to cut BingAds budgets when we have budget cuts in our school campaigns, we find that having a presence in the Bing search world will benefit our paid search efforts overall. This is because there are times where users will search both channels, and having a presence on one and not the other can limit your chances at getting the visitor. Additionally, there are times when, due to lower competition, we are able to get much lower cost per lead rates when compared with Google's AdWords.

I recommend having a presence in BingAds, when it is possible. But not to rely on it for heavy volume.

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