Microsoft Bing PPC Campaigns

Microsoft Bing PPC Campaigns

Microsoft Bing has about 20% of the search market, compared to Google’s 70%. Yahoo sites are also powered by Bing, so together they have 30% market share. Bing’s demographic tends to be a little older than Google’s (think 40’s vs 30’s). Bing often makes sense for advertisers who have established success on Google to extend some or all of their campaigns onto Bing.

Microsoft Bing provides import facilities so that in theory, all of a Google campaign’s settings can be uploaded into Bing. But in practice, there are a lot of differences, so campaigns usually require significant manual configuration and optimization after import.

Microsoft tends to follow Google’s lead in the PPC market. For example, they have recently added extended text format ads (ETAs) and a Microsoft equivalent to Google Shopping.

For most Blastoff clients, it is advantageous to fully optimize their PPC campaigns on Google, and maximize search impression share before extending them onto the Bing network. However there are exceptions to that for certain vertical markets and campaign configurations.