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As the client’s agency, it was our objective to optimise all campaigns for conversions and lower the overall CPA.
There’s no question that more new clients now have a Bing Ads accounts with some sort of activity running.
However, the percentage that do not, but do have a Google Ad Words account, is still surprisingly high.
This isn’t always a successful approach, but based on the condition of the account and the lack of quality historic data to use, we considered it a good starting point.
The trial run for 45 days between the 28 It’s no secret that Bing has proven to be a more economical platform to advertise on, compared to Google, on numerous occasions.
Although these hurdles are sometimes difficult to overcome, it’s important that advertising on Bing/Yahoo is strongly considered, and hopefully this case study will highlight some of the reasons why.
We started working with a client in May 2016, who were looking to make their Bing advertising more economical, as they were sceptical about how beneficial it was.Now that mobile has surpassed desktop in the number of searches, there’s pretty much no business left that can ignore it.We took over the account in October and in just 90 days, we more than doubled the amount of qualified traffic (blue line) coming to the site from paid search while simultaneously spending half as much per visitor.Update: We did this a lot for many clients that had small budgets or didn’t have the time focus on mobile.While we (very) occasionally employ this strategy today, we would now advise this client to find a way to service mobile searches even if it came down to just a few key individual pages.We ran a trial measuring the performance of Bing Ads against Google Ad Words to see which was more economical.The findings were surprising as Bing turned out to be significantly cheaper in this case.After reviewing the standard advertising metrics, there was little to split the networks in terms of performance.The CPC, CTR, average position etc were all very similar.It’s largely affected by the products/services sold and the market you operate in.As mentioned, more advertisers are using the Bing platform, and it’s not new to suggest that it regularly proves to be more economical than Google.