Why Smart Advertisers Are Targeting Bing Ads Competitors
While most marketers focus exclusively on Google, savvy competitors are discovering a goldmine in Microsoft's Bing Ads network. With lower costs, less competition, and a valuable user demographic, Bing Ads presents unique opportunities for those willing to think beyond the obvious.
The Overlooked Bing Opportunity
Bing Market Share Reality
Bing powers more searches than most realize:
- 10%+ of US desktop searches
- 36% of US desktop market (including Yahoo/AOL partnerships)
- 500+ million monthly searches globally
- Default search engine on Windows devices
The User Demographic Advantage
Bing users tend to be:
- Older and more affluent
- Higher average income ($100K+)
- More likely to be in decision-making positions
- Less ad-blind than Google power users
Lower Competition, Lower Costs
The most compelling reason to target Bing Ads competitors: it's easier and cheaper.
CPC Comparison
Average cost-per-click on Bing is typically 30-50% lower than Google:
| Industry | Google CPC | Bing CPC |
|---|---|---|
| Legal | $50-100 | $25-60 |
| Insurance | $40-80 | $20-50 |
| Finance | $30-60 | $15-35 |
| E-commerce | $1-3 | $0.50-1.50 |
Competition Levels
Fewer advertisers means:
- Smaller budgets to drain
- Faster impact on competitor visibility
- Less sophisticated competition
- Easier ad position dominance
Strategic Advantages of Bing Targeting
Advantage 1: Stealth Operations
Competitors monitoring their Google Ads performance may not notice Bing budget drain. Their attention is elsewhere, giving you a longer window of impact before any response.
Advantage 2: Complete Market Coverage
Targeting both Google and Bing ensures you're competing on all fronts. A competitor defending only on Google loses Bing traffic to you by default.
Advantage 3: Testing Ground
Bing campaigns let you test competitive strategies at lower cost before scaling to Google. Learn which competitors are vulnerable, which keywords deliver results, and refine your approach.
Advantage 4: Budget Efficiency
Your competitor targeting budget goes further on Bing:
- Same spend impacts larger percentage of competitor budget
- Lower CPC means more clicks per dollar
- Less sophisticated competitors are easier to outlast
Getting Started with Bing Ads Clicker
Google Ripple's Bing Ads Clicker uses the same proven technology adapted for Microsoft's network.
Setup Process
Step 1: Identify Bing AdvertisersSearch your keywords on Bing and note which competitors appear:
- Are your Google competitors also on Bing?
- Are there Bing-only advertisers you didn't know about?
- What positions do competitors hold?
Bing's keyword tools help identify:
- Search volumes (often lower than Google)
- CPC estimates
- Competition levels
- Seasonal patterns
Set up your targeting:
- Enter Bing-specific keywords (may differ from Google)
- Configure competitor whitelist or blacklist
- Set appropriate thread counts
Thread Allocation for Bing
Because Bing budgets are typically smaller, fewer threads are needed:
| Competitor Budget | Recommended Threads |
|---|---|
| Under $50/day | 2-3 threads |
| $50-150/day | 3-5 threads |
| Over $150/day | 5-7 threads |
Bing-Specific Strategies
Target Import Campaigns
Many advertisers simply import Google campaigns to Bing without optimization. These campaigns often have:
- Unoptimized bids (too high for Bing's lower competition)
- Broader targeting than necessary
- Less attention from managers
Focus on Desktop
Bing's strength is desktop search (Windows default). Target:
- Business hour searches (office workers on Windows)
- B2B keywords
- Research-intent queries
LinkedIn Audience Targeting
Bing offers unique LinkedIn profile targeting (Microsoft owns both). Competitors using this premium targeting spend more per click, making budget drain more impactful.
Measuring Bing Campaign Impact
Direct Metrics
Track within Google Ripple:
- Clicks generated
- Estimated budget drain
- Session duration patterns
- Geographic distribution
Competitive Observation
Monitor on Bing directly:
- Competitor ad visibility changes
- Position shifts
- Ad schedule changes (may reduce hours if budget-constrained)
Your Own Performance
If you also advertise on Bing:
- Watch for CPC decreases
- Monitor impression share improvements
- Track position improvements
Common Bing Campaign Mistakes
Mistake 1: Using Google Thread Counts
Bing's smaller market doesn't need Google-level thread counts. Over-allocating wastes resources.
Mistake 2: Ignoring Time Zones
Bing usage patterns follow standard business hours. Heavy targeting at midnight wastes threads on low-activity periods.
Mistake 3: Assuming Same Competitors
Your Bing competitors may differ from Google. Research both platforms independently.
Mistake 4: Neglecting Mobile
While desktop dominates Bing, mobile searches are growing. Don't completely ignore mobile targeting.
Integrating Bing into Your Overall Strategy
The most effective approach combines Google and Bing targeting:
Resource Allocation
Consider splitting your threads:
- 70-80% on Google (larger market)
- 20-30% on Bing (lower competition, easier wins)
Timing Coordination
Run Google campaigns during peak hours when competition is highest. Run Bing campaigns more evenly distributed, as competition is consistently lower.
Competitor Prioritization
Identify which competitors:
- Advertise on both platforms (target everywhere)
- Google-only (ignore on Bing)
- Bing-only (high priority Bing targets)
Conclusion
Bing Ads represents an underutilized opportunity in competitive advertising. While everyone fights over Google, the Bing battlefield often sits undefended. Lower costs, smaller budgets to drain, and valuable user demographics make Bing targeting attractive for marketers willing to think strategically.
Adding Bing Ads Clicker to your competitive arsenal ensures you're competing on all fronts—not just the obvious ones. In many markets, the easiest wins are waiting on Microsoft's network.
Don't leave the Bing opportunity on the table.