Unwrapping Bing’s potential this Christmas

Posted: Wednesday 3rd December 2014 in Paid Media, Thought Leadership.
Online shopping at Christmas

The benefits of including Bing in your Christmas marketing strategy

Written by Emily Proctor
Client Manager

Christmas is a busy time of the year for everybody. In between buying presents, eating too much and choosing which Christmas film to watch on TV it is easy to forget about Bing and its paid search potential. Much like Brussels sprouts at Christmas dinner, Bing often gets left on the plate when it comes to paid search planning for the peak period.

The lower volumes seen across the Bing/Yahoo network mean advertisers often prioritise Google activity above Bing. But Bing should not be neglected as it has plenty of peak potential just waiting to be unlocked. Many advertisers with additional budget around peak tend to simply raise the bids of an otherwise poorly optimised Bing account, or only begin to focus on the accounts at the last minute. A correctly managed Bing account with a clear strategy could result in clients and advertisers finding an extra present at the bottom of the tree, in the form of some incremental sales and revenue for 2014.

What’s the size of the prize?

Although Google has higher search volumes the Yahoo/Bing network has seen a 28% growth in traffic year on year, and 15% growth specifically in the retail sector. This clearly demonstrates that although search volumes cannot compete with Google there is an opportunity worth taking advantage of.

Increasing search volume is not the only selling point for Bing; cost per click on the Yahoo/Bing network is on average 44% lower than Google, allowing retailers to reinvest saved budget in key areas within their Bing accounts and therefore generate more quality traffic. Click through rate is also traditionally 74% higher meaning that customers are more engaged with the ads they are being served, resulting in a positive conversion rate.

At Summit we often see that Bing revenue is incremental to Google revenue. One potential reason for this is that Google and Bing traditionally attract different demographics. Bing users are more likely to be aged 35+ with children whereas Google traditionally captures the younger market. An aligned approach will ensure that you are capturing consumers across the whole demographic spectrum.

Even Santa is a Bing convert, which was demonstrated when his Christmas Eve tracker transitioned from Google to Bing in Christmas 2012.

Summit’s Bing Recommendations

  1. At Summit we recommend giving your Bing account a fighting chance by allocating at least 10% of your peak budget to your Bing campaigns.
  2. Make the most of extensions – the latest release from Bing is enhanced site links. These will be a handy tool during the Christmas period helping increase ad relevancy by driving deeper engagement with customers.
  3. Bing and Google synergy is essential during peak and it’s now even easier to import your Google accounts to Bing with the recent 10.6 update to Bing Ad Editor.
  4. Ensure your targeting is correct – recent alterations to targeting mean that your ads may be appearing in areas outside the UK as a default setting. Review these settings to ensure that budget is allocated to the correct locations.
  5. Monitor the accounts closely over peak to ensure efficiency is maintained.

Just like your Christmas shop, don’t leave the review of your Bing account to the last minute. By preparing your Bing campaigns before peak you are unlocking great potential for year on year growth. If you’d like to know more about how we can help you get the most from your Bing accounts contact David Trolle on 01482 876 876. You can also find out more from our video, 6 Reasons to Invest in Bing Ads.