When comparing advertising platforms, Microsoft Advertising (formerly Bing Ads) is often pushed aside in favor of Google Ads (formerly Google AdWords). But, there’s good reason to include Microsoft Advertising in your dealership’s digital marketing strategy. Here we explain the 3 little known reasons why you should use Microsoft Advertising in conjunction with Google Ads.
1. Lower Advertising Costs Than Google Ads
Advertisers on the Bing search engine using Microsoft Advertising generally see a 33% LOWER cost per click (CPC) than they do with Google Ads. This is commonly attributed to lower competition in the ad auction on Bing versus Google, which helps keep CPC low.
Additionally, industry trends show that Microsoft Advertising’s CPC is continuing to drop. According to an AdStage Benchmark report, the median CPC decreased by 19.8% since Q4 2018. With costs declining, now is a good time for your dealership to invest in advertising on the Bing search engine.
Because the competition is lower with Microsoft Advertising, there are fewer advertisers leveraging the tool. You can use that to gain a competitive advantage by reaching more potential car buyers than your competitors at LOWER COSTS. More shoppers reached = more potential cars sold.
2. Reach New Audiences Google Can’t
Although Microsoft Sites (including Bing) only accounted for 24.5% of all U.S. search queries compared to Google’s 63% in Q1 2019, that doesn’t mean there isn’t opportunity to advertise on the Microsoft Search Network. Microsoft’s 24.5% market share represents a tremendous untapped opportunity for your dealership to effectively leverage new customers.
There are roughly 6 billion desktop searches across Microsoft’s Search Network (including Bing, MSN, Yahoo, AOL and other sites powered by Bing) that you CAN’T reach by JUST using Google. Of those searchers, Bing reports that 60 million of those desktop searchers are not reached on Google.
Because this audience is unique to the Bing search network, your advertisements are likely to reach new shoppers in a less competitive environment at a lower cost.
Further, because Microsoft Advertising looks and operates similar to Google Ads, Microsoft’s ad platform is an easy and familiar way to reach new audiences looking to buy a vehicle, automotive product or service. Thus, advertising on Bing offers your dealership a cheaper advertising option that works similar to Google (a platform you’re already familiar with) AND it contains a whole new audience for you to target and retarget!
3. Target a Wealthier Audience Eager to Spend
Another reason to start using Microsoft Advertising is because Microsoft sites tend to reach a wealthier audience that spends more when they search. According to Microsoft, desktop searchers on the Microsoft Search Network spend 36% more online than the average Internet searcher in the U.S.
Additionally, Bing’s more mature audience (71% are 35 and older) is also wealthier. Microsoft reports that more than half of all searchers on its network have an income of at least $75,000.
What does that mean for you? It means your Microsoft ads are being clicked on by an audience with MORE money who are MORE LIKELY to spend money on a product they find online compared to the average Internet user. You may find this translates to more actionable sales opportunities, like phone calls from interested car shoppers who found your ads.
Interested in advertising on Bing? Dealer Teamwork is a certified-Bing Partner. Plus, all of our client-facing account and search managers are Microsoft Advertising-accredited professionals ready to help you effectively advertise on the Bing search engine using Microsoft Advertising. Learn more about our specialized services that we can provide as a certified Bing Partner and find out if advertising on Bing makes sense for you and your dealership’s needs.