The Case Against Bing Advertising

The Case Against Bing AdvertisingBing Ads serve the Bing, Yahoo! and MSN search networks. According to most statistics, these networks account for around 36% of web searches. Basic math indicates that to reach a third more potential customers, you should advertise on the network.

But “searches” don’t equal “individual searchers,” and evidence suggests Bing may have significantly fewer users than searches. I recently discovered that Bing doesn’t throttle search traffic from automated bots that scrape websites for mass amounts of information. Google does. Bing may be becoming popular with firms that deploy search bots. There’s no way to know how many searches are initiated by people and how many are initiated by bots.

Which means there’s no way to be certain if your advertising is being clicked on by a customer or a computer. Small business marketing budgets aren’t limitless, and you don’t want to risk wasting advertising dollars on robots.

So…

Should You Advertise on Bing?

My answer to this question may seem frustratingly obvious: Advertise on Bing Ads if they work, and stop advertising on the network if it’s not working.

Identifying success metrics are critical to determine if Bing Ads are “working” for your small business (or if any other marketing campaign is working, for that matter). Without measurable results, you could be wasting a significant amount of money. Here are some examples of success metrics you can measure from your online advertising:

  • Number of visits from Bing Ads that directly result in sales
  • Length of time Bing Ads visitors spend on your website (indicates if a visit is automated or a real person)
  • Phone calls received from customers who located you with Bing Ads
  • Engagement with interactive elements of your website, like quizzes or polls

For instance, I tested eliminating Bing Ads with one of my clients, and our success metrics didn’t change. We simply spent less of our marketing budget. That’s merely one anecdote, but it serves to show that all small business marketing professionals should scrutinize Bing Ads’ effectiveness.

If you try out Bing Ads, let me know about your experience. Are there any major small business Bing Ads success stories out there?

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