and here’s why… less competition
This of course depends on your niche or industry, bids are worked out similar to Google’s platform prices can be upto 30% cheaper.
Audience control
Google gives you access to its audience targeting options with each campaign/adgroup. Bings version is easier to use bringing through its Microsoft audience network tool everything under one roof when using Microsoft Audience Ads you can control, target and blend:-
Customer Intent – Remarketing – In-Market Audiences – Custom Audiences – Product Audiences
Customer Profile – Linkedin Profile Targeting Age and Gender Targeting
Location and Device Targeting
Although yes these are similar to Google interestingly is the possibilities of linkedin members. Depending on your businesses niche this could prove quite powerful.
Some Interesting Bing Stats; Search Share 2018 USA 33%
Bing has 3 billion monthly searches in Europe
Bing has 12 billion searches worldwide
Scheduling
Bing allows you to schedule ads at adgroup level allowing for different time zones this is a great function when targeting international audiences.
Search partners
Its possible to see the partner networks in Bing where your ads are shown a feature restricted by Google. Why is this insight good, it allows to inform outside decision around your complete marketing strategy.
Social extensions
Bing ads has been trialling the use of social extensions under your PPC ads a great feature for your business who has intrinsic value in social.
Should you spend part of your online marketing budget on Bing ads?
Obviously depends on you business, if you are advertising internationally and would like to drive more social engagement and through a targeted audience campaign then yes Bing ads is the right choice.