Pros and Cons of Bing Ads for Advertisers
Microsoft’s search engine company Bing plows along following the success of its Bing It On marketing campaign. Bing Ads is the new name for the company’s ad-center, previously called Microsoft adCenter and MSN adCenter. There are pros and cons for advertisers who choose Bing Ads.
Bing's adCenter gets a facelift
Bing’s adCenter was officially renamed Bing Ads on September 10. The service uses a pay per click (PPC) form of advertising on the search engines Bing and Yahoo!.
Bing and Yahoo! have a mutually signed 10-year agreement to work together and are two years into the partnership. Yahoo! Bing Network replaces Search Alliance.
Benefits for advertisers
An alternative to Google
Advertisers are likely excited that Bing provides them an alternative to Google. Not only is Bing another option, it is a highly successful one. A recent Forbes article explains that the Bing network has 34 percent of the US search market in the US, as of August 2012 study results.
While Google still has the majority, Microsoft is on a rising trend within the online market. Advertisers may just want to ride the wave of growing daily users on Bing and Yahoo!.
Ability to target ads
Another advantage for advertisers who choose Bing Ads is they can target ads to certain demographics. Advertisers get their ads in front of specific online users who are more likely to purchase the products and services.
Advertisers can target ads by location. Companies select specific locations to show an ad, such as certain cities or entire countries. Other filters for targeting ads are by age and gender, by device, and by day of the week or time of day. The PPC marketing filters are unique to Bing Ads.
With rebranding, however, there are always risks for involved parties. Advertisers may not want to invest in the new Bing image for fear of the unknown. They may instead wish to go with stable Google, who has a solid reputation and is not undergoing the same type of maintenance.
Bing search engine or Google?
Google has a bigger market share
As well, advertisers may lean toward placing ads on Google pages because they still have a majority of the search engine market. In theory, a larger number of consumers are reachable on Google webpages than on Bing and Yahoo!.
Bing Ads is seeing major changes. The number of search engine users is rising, giving Microsoft a bigger chunk of the search engine market. Advertisers have pros and cons of using the services provided by the Microsoft search engine.
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