Pay Per Click Advertising on Bing

Weeks ago we took the opportunity to enhance our paid advertising by creating a pay per click advertising campaign on Bing, Microsoft’s new search engine.


At this time Bing is working very hard to become strong competition for Google, so we wanted to try our luck with advertising here.


Bing’s pay per click advertising is called Adcenter. We used our Las Vegas location as our test and mirrored our Google Adwords campaign.


The results we are seeing from Adcenter are a small fraction of the results we receive from Google Adwords. If our campaigns are structured the same and customers are seeing the same thing, why aren’t we seeing the traffic that we do with Adwords?


We are paying about the same per click and we are maintaining the same position. Here are a few differences that are causing us to not see the same numbers we get with our Google Adwords Accounts.


1. Adcenter is very selective on who they display ads to. Adcenter claims they know how to select the correct demographic for our ads, and this provides us with higher quality clicks than other pay per click accounts. This is of course a claim and there is no way of telling if this is true at this point or not.


2. The structure of our ads had to be changed in most cases due to very strict standards of Adcenter. This includes certain keywords we use throughout our ads, as well as the use of our phone numbers in the display ads.


3. Adcenter is not as flexible as Adwords when it comes to bidding options; they make it very difficult to run a large campaign on a small budget.


4. And most importantly, we aren’t seeing the same traffic we do from Adwords because Bing does not receive nearly as much traffic as Google does. Yet!


Because Bing is so new they are constantly upgrading their programs. We will see many changes in this campaign in the coming months that will be to our benefit.