February 6, 2014

14 Reasons Marketers Should Have Bing Ads Accounts in 2014

You may have ignored your Bing Ads, but there are too many new things going on at Bing in 2014 that you  should really start using your Bing Ads accounts. If it does not improve your budget, you can learn so many things about your ad campaigns from the new tools they introduced in 2013.   Here are my 14 reasons why you should have a Bing Ads account in 2014.


1. Marketers plan to spend a lot more on Bing in 2014 based on a 2013 study.

In a study by PPC Hero,  55% of respondents plan to spend more on Bing in 2014 and a full 85% plan to spend more on conversion rate optimization in 2014.

2. Rich Ads In Search – the new ad unit in Bing Search.

Have you heard of Rich Ads In Search (RAIS)? They are the combination of the standard sitelinks with an image that is 80 pixels by 60 pixels. Advertisers use their logo as the image for brand recognition and awareness.  Search Engine Journal made a Rich Ads In Search Quick Case study. Across every campaign, the click-through rate, conversions, and conversion rate was substantially higher for Rich Ads in Search Campaigns. In addition, cost per conversion was significantly lower. It is worth a read.

3. In 2014, Social and Search are going to get more joined at the hip, and Microsoft’s partnership with Facebook is a big plus.

In 2014, social signals (Likes, Comments, Shares) will play a bigger role in providing search relevance and search rankings. Facebook has opened its social data to Bing, but not to Google. Bing is already incorporating Facebook likes into their organic results. Imagine this: when you are searching for a book to read, and one sponsored book has your friend liking it, and the other sponsored book has no one liking it, which one will get your attention more?

4. Satya Nadella, the new CEO, will very likely put Bing a big part of his vision in 2014.

Prior to being CEO, Satya was President of Microsoft’s web services and cloud products, a $19 billion annual business, from 2011 to 2013. From 2007 to 2011, he worked as the Senior VP of Research and Development for the Online Services Division. He held a key responsibility with Bing and helped it grow.

5. Bill Gates is Back!

Bill Gates will spend one third of his time advising the CEO and Microsoft.   Never underestimate this guy’s drive.  In a video, Bill Gates said, “I am thrilled that Satya has asked me to step up, substantially increasing the time I spend at the company. I will have over a third of my time available (to) product groups and it will be fun to define this next round of products working together.” Ever read the book “Hard Drive: Bill Gates and the Making of the Microsoft Empire”?  His grit and persistence built Microsoft.   Whether it is Windows 3.0, Xbox, or Office, Microsoft just persists until they get it.  I will be rooting for Bill.  I’ve often said that I don’t mind making Bill Gates and Warren Buffet richer as they are giving most of their wealth away to society.

6. Read Duane Forrester’s SlideShare Presentation

As senior product manager of Bing,  search engine optimization (SEO), search engine marketing (SEM), social media marketing expert Duane Forrester offers the big vision of Bing in 25 slides.  He even has great productivity tips on how to optimize your web site, your social media pages and lots of other goodies.  Go read it here:  Duane Forrester’s 2014 Slideshare deck on Bing’s vision .  P.S. Follow Duane’s twitter handle and blog to keep abreast of all the new things coming out of Bing.

7. Bing’s Keyword Tool

To the angst of many search engine marketers, Google dropped the old Keyword Tool in mid 2013 and replaced it with the Google Keyword Planner.   Have you checked out Bing’s Keyword Tool?  It’s free, it’s better and the visualization stuff (see #12) is really cool!

8. Bing’s Webmaster  Tool

Google’s  move to encrypt all organic search and  pass “not provided” as keywords to webmasters caused a stir among Search engine marketers in 2013.     While there is talk that Bing is also moving to “not provided”, for now,  you can  use Bing’s Webmaster Tool to get more visibility to your organic search rankings.  You can read more about it here: How to use Bing’s Webmaster Tool given Google’s move to encrypted Search.

9. Bing’s Traffic converts at a better ROI in Google in many cases.

In 2013, we’ve found that Bing gives our clients a better  ROI than Google in many cases.  While Google converts better and has more impressions, Google’s cost per clicks are much higher so that in the end calculation, Bing is a better buy.   Many studies on the internet have supported our own experiences.

10. Bing It On Challenge shows 2/3 people preferred Bing over Google

According to internal Microsoft studies, well over 2/3 of people preferred Bing over Google when they saw the search results in the Bing it On challenge. Bing’s use of its knowledge graph, Satori, which is similar to Facebook’s use of graph-based knowledge, allows Bing to do a better job identifying search queries that mention a known entity.  While Bing stands at 18% market share of the search market at the end of 2014, the powerful trends from the meeting of Search and Social and if these 2/3 people start referring Bing to their friends, who knows where Bing’s market share in 5 years will be?   (Hint: Bing should buy lots of FB ads amplifying this message – I should not have to search to know this.)

For digital marketers, this means that richly marking up your site through, Open Graph Protocol and other platforms will allow Bing to understand the entity in greater detail.  When Bing includes richly marked up results in the SERPs, the CTR is approximately 70-80% higher than content that is not marked up.

11.  Bing’s Change History Graph

In 2013, Bing’s Web UI  introduced the Change History Graph, which offers  visual insight into the ROI of your optimization changes.  By moving the mouse, you’ll see the date and the number of changes made that day. Clicking will then display a chart detailing those changes. You can then filter by type of changes made, including inserting new keywords, changing ad copy or increasing the budget, for example.

12.  Bing’s Keyword Distribution Graph

In 2013, Bing has made its keyword performance visualization tool available to all Bing Ads users. You can view aggregate keyword performance data in trend graphs or by the keyword distribution graphs as shown below.  The tool is addictive and practical.  Keywords are grouped by performance for multiple metrics, and you can interact with multiple graphs at the same time, drilling into those keyword performance groups. Use the tool to quickly identify  keywords which have great ROI,  and find the outliers that are skewing your data, etcetera.

13.  Bing’s Images

I have to admit, the photo backgrounds on Bing when I do my search is so much better looking than Google’s.

14.  Bing Rewards

Amazon gift cards, Starbucks gift cards … with Bing Rewards, you get rewards for doing your searches on Bing. Hey, you might as well get a free Gamestop gift card while you are searching!


Clickable is a managed Social and Search ad agency using proprietary analytics and technology.  Ask us about our data analytics dashboards across your  owned, earned, and paid properties on Facebook, Google Plus, Google Adwords, Bing Ads, Twitter, Youtube, Instagram, Pinterest, Foursquare, Vimeo, Tumblr, Weibo, VKontakte, Mixi, RenRen, QQ, Naver and Youku. We have offices in New York, San Francisco and Los Angeles.