When you think to run PPC search ads, your gut reaction is to run these ads on Google, right? Google has dominated a majority of the search market for a very long time. But while it still does, we are seeing an increase in popularity for advertising on other search engines like Bing.
There are 33 million total education searchers on the Bing Network, and there have been 162 million total education searches conducted. Bing is definitely bigger than you think, especially in the education industry. If you aren’t already utilizing Bing Ads, you may be missing out on a big opportunity.
Here are some reasons why you should consider using Bing Ads:
Similar capabilities as AdWords
Over the years, Bing Ads has modified its platform to have a lot of the same capabilities you would find in AdWords (soon to be Google Ads). You’re able to modify bids, adjust your keywords, look at what queries your ads are showing up for, see what kinds of conversions are being generated, view auction insights, and much more. You can even modify the actual Bing Ads interface to match almost exactly what you would see in AdWords. Bing PPC Expanded Text ads also have the same character limits as Google PPC Expanded Text ads and utilizes a lot of the same Ad Extensions, so not only can you utilize the same content on both Bing and Google, but if you are already running a campaign on AdWords, you can import it into Bing Ads directly.
There are less advertisers on Bing than AdWords, which means less competition. With less competition, in many cases CPCs then become lower and your ads have a better chance of running. This is particularly beneficial for competitive programs like an MBA, where it could potentially be more expensive to run on AdWords, which has more advertisers promoting the same type of program as you are. Lower CPCs can help you maximize your budget better, especially if you have a smaller budget that wouldn’t allow you to be as competitive on AdWords. Bing is also more cost effective because when you advertise on Bing Ads, your ads are shown on Bing, Yahoo, and AOL—you get three platforms for the price of one.
Sixty-two percent of education searchers on the Bing Network are female. In the case of female-dominated programs—for instance, Nursing—this would be advantageous because you are promoting a degree on a network where it would resonate most. Additionally, if you want to increase female enrollment for a particular program, Bing Ads would be a great option.
Bing Education searchers tend to be a little older, with nearly half being between the ages of 25–44 years old and a third already graduated with their bachelor’s degree. When promoting graduate programs, certificate programs, and executive education programs, this is favorable because the Bing Audience Network fits the demographic perfectly of users who would be most interested in these types of programs. At Carnegie Dartlet, we have seen great success running Bing Ads for programs targeting an adult audience.
Expand your advertising that’s already on Google
Bing reaches 23 million education searchers that aren’t reached on Google. By advertising on Bing as well as AdWords, you are expanding the reach of your ads and targeting as many qualified users as possible. There are also many users who use Google as well as Bing, so by advertising on both search networks, you’re re-enforcing your branding and messaging across multiple channels.
Bing Ads is shaping up to be second in line after AdWords for controlling the market share of search ads. As Bing Ads continues to make enhancements to its platform and gain traction, we can expect to see an increase in advertisers on this platform as time goes by.
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