Should You Advertise on Bing?


One thing that we often get asked by our clients is if they should advertise on Bing. For companies looking to parcel out their marketing strategy money, Bing is definitely a good option. Here we look at some of the reasons why you should advertise on Bing.

The Yahoo/Bing Network

One of the attractive draws of advertising on Bing is the huge range that the Yahoo/Bing Network has. Bing Ads is the method that you use to advertise on this network and unlike Google Adwords, the Yahoo/Bing Network has syndicated partners including Facebook and Amazon, two of the biggest websites in the world which you won’t be able to reach through Adwords alone.

The Yahoo/Bing Network has a reach of up to 20 million unique searchers in the UK, a sizeable chunk of the population and not a market that you can choose to ignore. In fact, research has shown that you can increase your advertising reach by up to 30% using the network.

Bing can give you an edge on your competitors. With 3.5 million people not carrying out searches on Google at all and only using Bing, you could be missing out on a large portion of your target market.

55% of advertisers when questioned use Bing as well as Adwords. This may have something to do with the fact that Bing users are 25% more likely to convert than the average UK browser.

What features does Bing Ads have?

There are a number of features on Bing Ads that make it easy to use.

Importing from Adwords

You don’t have to worry about building a whole new campaign when you decide to advertise on Bing as well as Google. You can import all of your campaign settings from Adwords into the Bing interface. However, just like your Adwords account, you need to keep checking in with the campaign, making tweaks to it as appropriate to ensure that you are getting the best ROI possible.

Ad Extensions

Bing offers Ad Extensions which allow you to add information including location, phone numbers and site links to allow people who see your ads to navigate more easily to your business, improving click through rates, driving traffic to your site and increasing conversions.

Campaign and Ad Group-Level Settings

Bing has a lot of adjustability and flexibility built into the platform. With the ability to specifically target locations, days of the week, times of day, gender and age, as well as device, there is a lot of scope to target the people that you need to.

Offline Management

Bing Ads also comes with a desktop application that allows you to make edits to your Bing Ads account while offline, importing and exporting the changes when requested. This app allows you to make edits to the majority of your account and is a must for those looking to achieve excellent ROI from Bing Ads.


You can gain great insight into your visitors from Bing Ads with their reporting tool, identifying specific markets that you can then target even further.


If you’re interested in increasing the number of qualified leads arriving at your site on a daily basis talk to us about all aspects of paid advertising – Google or Bing – and our PPC expert will help create your campaign.