Tailoring your AdWords campaigns for bing Ads
If you’ve been tempted by a free voucher from Microsoft to try out bing, and you already have a Google AdWords account, you can quite easily duplicate your AdWords campaigns in bing. Unless the campaigns are very straight forward, there are some major differences between the two platforms that you need to be aware of when tweaking your campaigns for bing. I’ve picked the top eight (in no particular order).
1: bing Ads Editor: If you’re used to AdWords, you’ll be familiar with AdWords Editor as the means to import spreadsheets into your account. bing Ads can import straight into the web interface or into bing Ads Editor. Using the Google Import option, you can change your query strings during the import, amend the URLs and other stuff all on the fly. All you’ll need are your Google Adwords credentials and away you go!
2: Which search engine: bing Ads also provides search results (both organic and paid) to Yahoo!, so your ads will appear on both. There are three options: Yahoo/bing only; Yahoo/bing & search partners; search partners only. This is found in the Ad Group settings. There is no option to appear only on Yahoo or only on bing.
3: Geographic Targeting: AdWords knows more place names, so some locations may not be recognised by bing Ads. Campaigns may require some tweaking on the targeting to get similar results.
Other targeting: Various options for targeting (device, location, time, day, etc) are available at both ad group and campaign level in bing Ads. Time of day options are also significantly different to the AdWords options (see below). The device targeting is also different.
4: Campaign budgets: In addition to the standard/accelerated daily budget, there is also a monthly budget option in bing Ads. This is a ‘spend until depleted’ option that can work well for more modest budgets, as the ads will be displayed as often as possible for relevant search queries until the budget is spent.
5: Ad text: bing Ads uses a single line of 71 characters instead of Google’s 2 x 35 character lines. This may mean that you can be more creative with your ad text without the constraints of a 35 character line.
6: Negative keywords: Available as exact and phrase match types only in bing Ads. Imports that have negative broad match keywords will have them treated as phrase match.
7: Quality score: This works very differently to AdWords, which directly affects the ad rank and therefore the display position of the ad. Bing Ads’ Quality Score is an indicator of the competitiveness of the keyword and can affect whether the ad displays or not (but does not affect the position). This is one of the fundamental differences between the two platforms. The screenshots below show the same keyword in bing Ads and AdWords and the difference in the quality scores.
8: AdWords has a commanding lead in market share in the UK; bing/yahoo trail with only 9%. Despite, or perhaps even because of, this lower traffic, prices are generally significantly cheaper on bing Ads than for AdWords for the same keywords in the same display position.
Some examples of pricing:
Position 1 bids:
Mobility Cars (phrase): £2.43 bing. £3.79 Google ; +mobilty +cars £2.51 bing, £5.00 Google.
First page bids:
Tablet computer: £0.18 on bing, £1.00 on Google
Some industry sectors have even larger price differences. The conversions you’ll get with bing will most likely be at a much lower cost.
The web interfaces of AdWords and bing Ads are quite similar, so generally you’ll have no problem in using one if you’re used to the other.
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