Bing and Yahoo make around 15% of the search volume of Google, and Bing Ads runs on both Bing and Yahoo search networks.
When AdWords Search is already doing well, it is likely Bing Ads will also have an equal or better ROI. Bing Ads often has less advertising competition making the average cost per clicks lower.
The Bing Ads Search Network includes Bing Search, Maps, Images and Shopping. Ads are matched to search results pages using relevant keywords. For example, a search on Bing or Yahoo for “car hire company” will be shown an ad that uses this keyword. Standard search campaigns use text ads to match keywords with search terms.
Bing Remarketing for search works in the same way as AdWords Remarketing Lists for Search Ads (RLSA). Bing Ads remarketing lets advertisers retarget past website visitors from all traffic sources when users search on Bing or Yahoo. Bing Search Remarketing campaigns use keyword targeting combined with your website visitor audience to match relevant search terms with your ads. Bing Shopping remarketing campaigns use product titles combined with your past website audience to match your ads with relevant search terms. Remarketing for search can be used to increase qualified traffic from wider search terms- or to increase or reduce bids based on performance. Bing ads do not yet have display remarketing in the UK.
Bing Product Ads with Bing Shopping Campaigns get your ads noticed with visually dynamic product images, text, pricing and company name. Bing Product Ads and AdWords Product Ads are very similar in the display of ads and feed management. Product Ads helps deliver essential information about product offers that will help users make informed decisions before clicking on the ads. Product Ads take product data from the Bing Merchant Centre catalogue that is scheduled daily to keep information up to date.
Bing Merchant Centre allows you to create a catalogue, which includes images and other information about your product attributes, so that your products can display on Bing. Bing Merchant Centre is a tool for uploading your shop and product data to Bing and making it available to Bing Shopping
Bing Places for Business enables local and regional business owners to add a listing for their company office which can be found in Bing. Bing Ads location extensions also use Bing Places to show for searches with local intent. This will show your address and telephone number below text ads on search. If your business has multiple locations you can add them in one go using the bulk upload tool.
Bing Webmaster is similar to the Google Search Console (previously Google Webmaster Tools). It allows webmasters, company owners, SEO and SEM professionals to check indexing status and optimise visibility of their websites.
Use Google Analytics to track Bing paid traffic separately from organic SEO Bing and Yahoo traffic.
Implement the Bing Ads UET tracking script with Google Tag Manager. One PPC is a Bing Ads agency and company in the UK with vast experience managing Bing Ads in conjunction with AdWords.