A Brand-New Case Study About Bing Ads – Updated December 2018

I recently did a few campaigns on Bing Ads to learn more about how Bing operates and whether the cost per clicks (CPC) are affordable or not. Bing is known for skewing towards an older crowd, a wealthier search crowd compared to Google but naturally it’s traffic is much less. I decided to give Bing Ads a shot because I like doing things differently and going against the grain. Here are some of the things I have learned:

1-Longer keywords get clicks

Take a look at this screenshot from one of my campaigns in the small business space to reach more entrepreneurs and bsuiness owners. As you can see, the CPC for the term ‘online business’ is high with impressions while ‘starting online business’ got me a click for just $0.39 and I only had to wait for 54 impressions. This tells me that longer keywords get more clicks at a faster rate and that there is more inventory for longer keywords and less competition. I love helping entrepreneurs and small business owners but it’s clear that reaching them on Bing Ads is expensive because of the growth of small business consultancies. The most important lesson you need to learn from this is that you must bid on longer keywords because this is how we think as people.

2–Christmas campaigns are very expensive

I had a product to promote during Christmas and I learned how expensive it is to purchase CPCs during the festive season. As you can see here, cost per clicks for Christmas promotions for this specific product was $0.57 per click. This means you need to spend a lot to stand out during the holidays. Companies that reap benefits from this are ones with deep pockets.

3–You need to block bots and fake traffic from Bing Ads

I noticed there are issues when it comes to fake traffic from Bing Ads. This is a huge problem in search marketing in general but I’ve noticed it in Bing. There are fake referrals as well. Work on this by blocking problematic IPs or targeting specific countries for traffic depending on the goals for your Bing Ads campaign.

My Review and Opinion of Using Bing Ads

I will be using Bing Ads again but this time with a larger budget and I want to target cheaper CPCs that have long-tail keywords. The Bing Ads interface is easy to use and I like how easily you can see the CPCs. You do need to work hard to find out the keywords that make sense for Bing Ads. Bing users seem to like stringing together longer keywords which ends up working in your favour a lot more. Bing Ads is also only good for targeting US, UK and Germany users. In summary, I enjoyed testing out Bing Ads but I will be increasing my budget to get more impressions and conversions.

Any questions about growing and building your business with lead generation and paid acquisition? Contact me today via kagem [at] imperial-drive.com or fill out the form below