On average, Bing occupies just 3% of the global search market share, next to Google who owns well over 90%. But what Bing lacks in volume it makes up for in an easily targeted concentration of users. 

Who Uses Bing Search Demographic

Who uses Bing? Unlike Google and other search engines, 70% of Bing’s demographic is comprised of users over the age of 35, and nearly 40% of them are between 35-54 years of age,

Who Uses Bing Search Income Demographics

Not only are Bing users an older bunch, but data shows they’re wealthier, too. According to Aori, 38% of Bing users have household incomes of over $100,000. 

If you’re targeting wealthy boomers, then Bing Ads may be worthwhile, right? 

For many businesses, the answer is yes. Bing Ads can still be a fruitful advertising platform to capture relevant search users – especially if they’re older and have money to spend.

While most of your standard Google Ads PPC best practices will apply with Bing Ads, there are still a few nuances in using this platform. Because most PPC advertisers import Google Ads data to Bing, below I discuss a few particular nuances that are specific to Bing.

 

1. Review Settings After Importing Google Ads 

It’s common best practices to import your Google Ads campaigns into Bing Ads. Not only does it ensure your ads are consistent across both platforms, but it’s an easy way to make updates.

Most items from Google Ads import seamlessly into Bing Ads. However, there are a few nuances that require manual follow-up. Below are a few things you’ll want to review after your import to ensure your campaigns are set up the way you want.

  • Targeting options – Targeting options, such as geographics, demographics, and time of day targeting, are very different across each platform. You’ll definitely want to review your campaign’s targeting settings on Bing after import. 
  • Bids and budgets – Because the PPC auction is different on Bing, your ads here can have very different minimum bid and budget requirements compared to Google Ads. By default, Bing will raise any bids and budgets that are too low to meet minimum requirements, however, you can choose to opt-out of these increases but those ads below the minimum may not be imported. Ultimately, look over your bids to ensure they’re high enough, or above the mainline bid estimate.
  • Negative keywords – Unlike Google, Bing Ads does not use broad match negative keywords. If you’re like many PPC advertisers and have broad match negative keywords in Google Ads, those will act as phrase match negative keywords when importing to Bing.

Quality score is another metric that can be different from Bing Ads. The factors that calculate your quality score, and how it is used in determining the cost and performance of your keywords and ads are different between Google and Bing Ads. While Bing’s quality score factors are very similar to Google, the primary variables are simplified below.

Bing Ads Tips Quality Score Factors

 

2. Disable Audience Ads

It’s easy to overlook audience ads in Bing. They’re a lot like text ads showing on the Google Display Network – it was never meant to be. For most PPC consultations, I typically recommend disabling Bing audience ads entirely. See the example below of how ineffective audience ads are for this account.

Bing Audience Ads Waste MoneyTo turn off Bing audience ads, you have to dig into each campaign’s settings to find the bid adjustment setting for audience ads. Of course, there’s not an easy on or off switch when it comes to an easy way to blow your budget. Instead, you need to decrease the bid adjustment by 100%. 

This can be done at either campaign or ad group levels. For campaigns, the click-flow looks like this: 

Campaigns > Settings > Advanced Settings > Other Settings > Set Audience Ads Bid Adjustment to Decrease by 100%.

Bing Remove Audience Ads

 

3. Rethink Device Bid Adjustments

Unlike Google Ads where most of your users may be searching on mobile, on Bing you find that more users are searching on computers. In essence, that’s just the boomer nature of Bing users.

In most cases, I will set computer bid adjustments at +20-30%, depending on the nature of the campaign, your target keywords, and business.

Bing Ads Device Bid Adjustments

Also dictating this strategy are your conversion goals. If conversions are transactions that require a credit card or payment gateway, then it’s likely most of your conversions will be computers (boomers and older generations overwhelmingly use computers for online shopping over mobile devices.)

Device Online Shopping Demographics

In short, Bing Ads represents an older demographic of users, which thereby shapes how they interact on different devices. Consider how these differences impact bid adjustments and other PPC strategies using Bing Ads.

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