Google has long been the dominant player in the pay-per-click (PPC) marketing arena. With its AdWords platform, business owners can advertise their products, services and respective brands on Google’s search listings, paying only when a qualified user clicks their ad. Being that Google processes approximately 3.5 billion searches per day, AdWords offers a near-limitless amount of traffic.
But that doesn’t necessarily mean that business owners should overlook Bing as a source of web traffic. Microsoft has a PPC platform that’s similar to AdWords, Bing Ads, which allows business owners to advertise on Bing’s search listings. Previously, though, users were forced to manage two separate accounts if they wanted to advertise on both Bing and Google — an account for Bing Ads and an account for Google AdWords. In an effort to make online advertising more efficient, however, Bing Ads has announced support for AdWords synchronization, meaning you can sync both accounts together.
So, how does Bing Ad’s new sync feature works? Assuming you have an account with Google AdWords, you can enable your Bing Ads account to automatically pull data from AdWords, reflecting any changes that are made. If you create a new ad or modify an existing ad in AdWords, for instance, these changes will be automatically applied to your Bing Ads account with this feature enabled.
“With this new feature, we’re giving you the ability to set your campaigns from Google AdWords to automatically sync with Bing Ads. No more having to manually update the changes made in AdWords. Automated Imports lets you stay on top of all your campaigns across both platforms more efficiently,” wrote Bing on its blog when announcing the new feature.
If you’re still skeptical of the benefits of PPC marketing, here are some statistics that may make you reconsider:
- A study conducted by WordStream revealed that nearly half of all Internet users (46%) can’t distinguish between paid and organic (non-paid) search listings.
- Users who click on a PPC ad are 50% more likely to buy than users who click on organic listings.
- According to Google’s own findings, display advertising increases web traffic by 300%.
- The average click-through rate (CTR) for a first-place AdWords ad is 7.94%. In comparison, average CTRs across other platforms are around 2-3%.
- One study found that for every $1 a business spend advertising on AdWords, it earned $2 in return — that’s a 200% return on investment (ROI).