Bing advertising is one of our secret weapons. Here’s why…

Bing advertising is one of our secret weapons. Here’s why…

Bing advertising is one of our secret weapons. Here’s why…

We all know that Google is the most dominant search engine globally.

But did you know that Bing is a goliath in its own right as well?

It’s true. While Bing’s audience is certainly smaller than Google’s, Bing brings in an insane amount of traffic. They have a very dedicated user-base. Here’s some data…

Bing gets more than 1 billion visits each month
Bing’s market share on desktop has grown 27% since 2019
Bing is available in over 100+ languages and 230+ countries

And to top it off, Bing ads are often much more cost-efficient than Google Ads – sometimes by as much as 30%!

When you add all of this together, you can see why we like to think of Bing ads as a sort of ‘secret weapon’.

By starting a Bing Ads campaign, you will be able to directly market to your target audience and in a way that is more cost-effective than Google. It’s a win-win!

But the truth is that not many agencies have actual experience with Bing Ads. To have a Bing Ads Campaign that increases brand awareness AND explodes your revenue, you need to partner with the best.

Next-level Bing Ads from First Page Hong Kong

Next-level Bing Ads from First Page Hong Kong

Next-level Bing Ads from First Page Hong Kong

While Bing Ads and Google Ads might seem similar, the truth is that they are extremely different ecosystems. Each platform has its own unique bidding, targeting, and optimizing rules.

That’s why if you want a jaw-dropping ROI for your campaign, you need to work with an agency that has been around the Bing-block.

That’s where we come into play.

Here at First Page Hong Kong, we’ve helped countless businesses like yours set up, execute, and manage Bing ad campaigns all over the globe.

We have specialized in PPC campaigns across various platforms for over a decade now. This has given us access to game-changing data, which we then apply to our client’s campaigns.

So whether you are an eCommerce company looking to increase sales or a services company looking to generate more leads, our team of Digital Marketing ninjas has the experience, tools, and know-how to get you to the top of your industry.

Click the button below to book a free call with a Digital Strategist.

Claim your 100% free REVENUE GROWTH strategy session with an experienced digital strategist valued at $2000.

We outline foolproof strategies for significantly increasing website traffic and revenue, even in difficult economic times.

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Bing Ads 101

Bing Ads are the paid advertisements that populate at the top of Bing’s organic search results – they always contain a small ‘ad’ tag to help distinguish them. These ads are paid for by businesses like yours who want to market their products to their target audience.

Bing ads are effective for many reasons. Firstly, they can be highly targeted. You can bid on keywords that are relevant to your business, therefore increasing the likelihood of a sale or lead. Bing ads are also globally scalable – once you find an ad campaign that works, you can increase its exposure to any country in the world that Bing operates in. Finally, Bing ads are more cost-effective than Google ads – sometimes as much as 30% cheaper!

Bing advertising works on a PPC basis. PPC stands for ‘pay per click’, which means, as it sounds, that you will pay Bing every single time that your advertisement gets clicked on. This is an advantageous system as it allows you to grow your brand awareness, and you only have to pay when people are extremely interested in your products or services (aka – if they click on your ad).

Bing’s PPC is administered through a bidding process. This means that you will place a bid on certain keywords that you want your advertisement to appear on. For example, if you own an eCommerce store that sells sunglasses, you might want to bid for keywords such as ‘mens sunglasses’ ‘mens UV sunglasses’ and ‘affordable sunglasses’. But remember! This is a bidding process which means that your competitors will likely be bidding on the same keywords. Whoever pays the highest price, wins the bid, and gets their ad placed.

Bing offers a variety of different ad types, the most popular being Expanded Text Ads. These are the ads that show up on Bing’s search page above the organic results. In this type of ad you will have three parts – your headline, ad text, and a display URL. You can fit around 90 words in the ad text area. Responsive Search Ads are similar to Expanded Text Ads, but instead of picking one ad you can run multiple versions, and Bing will mix and match them until they find the best performing pair.

Microsoft Product Ads can also be very effective. Ideal for eCommerce businesses, these are the ads that appear at the top of organic search results, but usually accompanied with a picture, product information, and sometimes a price. Finally, Bing also offers Microsoft Audience Ads, which are similar to Google Display Ads as they show up on different 3rd party websites around the web.

Truth be told, there is no right or wrong answer here. Google Ads and Bing Ads are both fantastic platforms for advertising your company’s products or services. The pros of Google is its massive scale – there is nothing else like it in the world. You can market your business to billions of people from nearly every corner of the globe. The cons of Google is that since it’s so popular, it’s extremely competitive and CPC costs can be quite high.

On the other end, Bing ads also have their own pros and cons. The pros are the fact that Bing ads are somewhat under the radar. Not as many businesses invest in Bing ads which makes them significantly less competitive, and up to 30% more affordable than Google. Bing’s cons are that it’s nowhere near as popular as Google, so therefore you won’t be able to reach as many people. That’s why it’s important to thoroughly investigate your audiences on both platforms to see which is best for you.

Here are the steps to setting up your first Bing ads campaign. First you will need to create an actual Bing Ads account. Once that is done, if you have a preexisting Google campaign, you can actually import all of your ads into Bing. Next, you’ll want to start doing keyword research. This is one of the most crucial parts of the process, as it will define your entire strategy moving forward. Do you want to raise brand awareness? Are you looking to promote one specific product? Your company’s needs will dictate your strategy.

From there, you start creating your actual campaign. You’ll start this by picking an overall goal – are you looking for website visitors? Conversions? Leads? Phone calls? This part is extremely important as it will be the goal in tracking your ROI moving forward. You’ll also want to ensure that your target audience is very carefully selected, otherwise you risk losing money right off the bat.

Using Bing Ads for your business

‘I don’t want to increase revenue’ is something that no business has said – ever. So, the best way to grow your business and increase your revenue is through marketing. Sure, there are traditional marketing options like newspapers, billboards, and mail flyers – but let’s be honest, these types of marketing are archaic and ineffective. The world is going digital, and Bing Ads are one of the best options in all of digital marketing.

Bing ads allow you to create a smart marketing campaign that can be meticulously optimized at every step. Similar to Google Ads, you will be able to market your products or services all over the world, but unlike Google Ads, Bing Ads are much more cost-effective. Bing ads are for businesses of all shapes and sizes. It doesn’t matter if you are a new local startup or an international enterprise. Bing Ads are your ticket to insane growth.

Let’s face it – in Hong Kong, Bing is nowhere near as popular as Google. But even though it’s not the city’s #1 choice of search engine, it can still be an extremely effective advertising strategy in Hong Kong and the entire APAC region. This is for a few reasons. First, Bing users are very loyal. This means while their overall numbers are lower, they never use Google, meaning you have an entire audience of untapped potential customers.

Second, is scalability. Unlike other platforms that are only based in Hong Kong, Bing allows you to scale outside of the SAR and into new territories. For example, Bing has over 1 million monthly users in Australia alone! This scalability means that you will be able to start a campaign in Hong Kong and then expand into exciting new markets.

Google Ads is one of the most powerful marketing platforms in the world. Google as a company has over 92% search engine market share, and their limitless alliance of 3rd party partners makes them an extremely popular choice for businesses looking to start advertising. Bing certainly doesn’t have the reach that Google has – not by a long shot.

But in Bing’s weaknesses, there are also strengths. Even though it’s nowhere near as big as Google, there are still 1 billion searches made on Bing every month. That’s a TON of traffic! And because it’s smaller than Google, it’s also significantly less competitive and less expensive. In fact, the CPC (cost per click) for Bing Ads can be up to 30% lower than they are on Google Ads.

Here are some of the best practices when running a campaign with Bing Ads. First, you need to make sure you do proper keyword research. Keyword research can make or break your campaign, so it’s crucial to target keywords that are relevant to the goals that you are trying to accomplish. It’s usually best practice to have a healthy mix of keywords – some longer tail, some shorter tail, etc.

If you have run a Google Ads campaign before, be sure to use Bing’s nifty ‘import’ feature – it’ll save you a bunch of time. Bing’s conversion code (named ‘Universal Event Tracking’) works differently than Google’s, so please ensure it’s set up correctly. You will also want to ensure that your QS (Quality Score) is as high as possible – do this by ensuring your ads are relevant, click-through rates are around the industry standard, and that your landing page experience is top-notch.

Determining the cost of an ad campaign is difficult. There are many factors to consider, and many of them vary depending on the niche and industry. For example, most business models differ drastically. The value of a sale for an eCommerce product versus the value of a sale for a law firm client are on completely opposite ends of the spectrum, so Bing takes this into consideration when pricing out their average CPCs.

Having said that, we always recommend that you budget at least $5000 HKD a month for a PPC ad campaign. A budget like this will enable you to really take advantage of the sophisticated tools that Bing makes available. Anything less than this and you probably will end up losing money on your campaign, getting frustrated, and quitting. It’s also important to remember that the bigger the budget, the better the results – 5K is just the minimum starting point.

If you are ready to start working with a Bing Ads agency – then congrats! This is a big step, and while it might seem scary, we’ll help guide you through it. Finding a Bing Ads agency in Hong Kong can be tough – there aren’t many out there. Start by looking at different agencies and seeing if they even offer Bind Ads services. If they do, then take a look at the landing page. Is there lots of content? Any testimonials?

Next, you’ll want to start researching the agency’s reviews. Check out a 3rd party platform like Google Reviews. Is the agency well-reviewed? Do the past clients seem pleased with the results? Are there a LOT of reviews, or only a few. For context, First Page HK has a perfect 5-star rating from over 150 happy clients. If you are interested in taking your business to the next level with Bing Ads, then reach out to us today to speak with a Digital Strategist.

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