Should You Invest in Bing Ads?

There are many reasons marketers are investing time, attention and cash in their e-commerce ad campaigns. New trends and features in pay-per-click advertising models are providing us with more keyword level control than ever. The rise of online product listing ads – as well as increasing improvements around product listings themselves – is also creating more product awareness among consumers who shop online.

Google AdWords dominates the paid search industry and is certainly crucial to many online campaigns. But marketers shouldn’t overlook the benefits of Bing ads.

A boost to search volume
One misconception that marketers and consumers alike share is that Google somehow controls all online searches. There’s actually more diversity of search methods than many people realize. According to comScore’s “April 2015 U.S. Desktop Search Engine Rankings,” Yahoo sites account for 12.7 percent of search volume and Microsoft sites account for 20.2 percent. Google gets 64.2 percent – a high percentage, but not exactly a monopoly.

Bing Ads serves pay-per-click ads for Yahoo and Microsoft sites. Can your brand afford to miss out on nearly one-third of searches?

How Marketers Perceive Mobile Advertising

Marketers and consumers have something in common: Neither group knows quite what to make of mobile advertising. But we’re getting there. We know, for instance, that consumers are willing to view certain ads they consider relevant to them. Yet there is an overall aversion to the prevalence of mobile advertising, PwC reported recently. That – and the relative newness of this advertising trend – may help explain why marketers are not unanimously on board with every aspect of mobile programmatic advertising.

Marketers do value mobile advertising, though. Different brands and organizations tend to focus on the aspects that are most relative to their current marketing campaigns. More and more, marketers are shifting funds from other formats to fold mobile strategies into their programs. In the latest IAB Mobile Center’s “Marketer Perceptions of Mobile Advertising” research, a holistic look at marketers’ views of mobile, two out of five marketers agreed that mobile programmatic advertising would help them reach their target audiences.