Bing Ads

Bing is one of the biggest search engines in the world. The latest data on Bing Ads shows that Bing has a global market share of 3.42%, and specifically 10.5% for desktop searches. This is an increase from previous years, especially on desktop, where Bing has expanded its reach significantly thanks to the integration of AI technologies like ChatGPT. In Europe, Bing Ads has a market share of around 9%, which is lower than in the US. Overhere Google still dominates with a significantly larger share. However, Bing has made progress in offering more cost-effective ads compared to Google Ads, and the platform's usage in Europe appears to be stable.

Bing Ads at Iternum Digital

Bing Ads has similar features to Google Ads but lower click prices. In relation to advertising prices, the average cost per clicks (CPC) on Bing Ads is approximately 33% lower than Google Ads, making it a more cost-effective platform for many advertisers. The conversion rate averages 2.94%, with variations across industries. Bing primarily attracts an older, more educated audience, making the platform attractive to industries such as real estate, finance, and health, where we see some of the highest conversion rates of up to 6.81% in certain sectors. At Iternum Digital, we help you distribute your marketing budget across e.g. Bing and Google, so you get the most out of your advertising dollars. We help you lay out a strategy so that we make sure you hit the right people, in the right places at the right time. And finally, we help with all setup and optimization of the campaigns as well as monthly evaluation and reporting.

Businesses have more to gain through Bing advertising than you would think.

- Rasmus Wilke, Head of Media Buying

01. Search

As already mentioned, you can expect cheaper clicks on Bing Ads. This means that the Cost Per Click (CPC) for the same keyword on Google would usually be more expensive. At the same time, it can be seen that the conversion rate usually stays on the same level, which means that you are able to get an even better ROAS on Bing Ads.

02. Shopping

The Shopping section of Bing Ads where you are able to show your ads with a price and an image has only been available in Denmark and Norway since 2021. Previously it was something that was reserved for the Swedish market in Scandinavia. The shopping part works in almost the same way as you know it from Google shopping, where you must have a Merchant Center and a Shopping Feed.

03. Display

Are you looking to increase brand awareness with attractive visual ads? Then Display is for you. Here your content can easily be shown across websites and online newspapers in different banner formats. With a single click you will get your target group to the desired landing page and will only pay for the clicks, not the impressions.

04. Local stores

As customers tend to do more and more of their research online, digital marketing is just as important for a physical store as it is for a webshop. A lot of customers start researching their purchase online and end it in store, so you wouldn’t want to lose traffic that your competitors might be overlooking. Bing Ads could be the perfect platform for that.

05. Bing for B2B

In 2024, we continue to see strong results for our B2B customers on Bing Ads, especially as many businesses and institutions use Windows devices where Microsoft Edge (formerly Internet Explorer) has Bing as their default search engine. We note that clients typically get at least 10% of their Google Ads revenue through Bing Ads, with lower competition and cost per click, making it an effective platform for targeted advertising.

Search

Shopping

The Shopping section of Bing Ads where you are able to show your ads with a price and an image is currently only available in selected countries. However, if you are a business serving some parts of the European or the US market we are ready to help you get going on this platform with a suitable bidding strategy.

Display

Local Stores

Bing for B2B

We have seen especially good results for our B2B clients on Bing Ads since a lot of companies and institutions are using Windows computers where Internet Explorer with Bing as the default search engine is pre-installed. Usually, our clients get at least 5-10% of their Google Ads revenues through Bing Ads.