Should Car Dealers Invest in PPC for Bing?

Is it important for your digital marketing team to focus on PPC for Bing? Is this search engine used enough to make a difference in your sales?

In a world where the name of a search engine has become a verb, you hear “Google It” many times throughout the day when a question is asked. We turn to Google for nearly every answer because it’s the search engine used nearly 70 percent of the time. That does leave 30 percent of searches being used across other search engines, and Bing is the second-largest search platform being used.

A Small Caveat

The simplest way to answer our title question is to understand where your marketing team is in relation to promoting your car dealership. If the team is working on new campaigns, just starting to grow traffic, and aren’t at a place where adding something new would make sense, then you should hold off on adding Bing Ads to the mix. Conversely, if things are running smooth and you’re looking for a way to add more to the mix, this is the perfect time to focus on PPC for Bing and reach those users that prefer this search engine.

You’ll Find Less Competition on Bing

If all car dealers applied the caveat to their approach, you wouldn’t see as much competition for advertising and searches on Bing. With fewer competitors in the search engine, you’ll stand out, and your ads will get noticed much easier and faster than they will when you advertise on Google.

The Costs is Lower for Every Click

You’re trying to find a way to minimize costs and maximize visibility in the digital world. Turn to PPC for Bing, and you’re going to pay a lot less for every click on your ads than you do on Google. This means more of your advertising dollars are kept in your budget and can be used to expand the number of campaigns you offer to those that select Bing for their searches.

Conversion is Easy

If you want to build a similar campaign on Bing that you already have on Google, it will be easy for you to accomplish this. Importing from Google to Bing is much simpler than you might think, and it will take you about five minutes to bring your Google AdWords campaigns to Bing Ads. There will be a little finessing that must be don’t to have everything look right, but it’s a lot less time-consuming than you might think.

Expanded Reach

Google has its partners, and Bing has partners as well. In fact, one of the largest partners of Bing is Yahoo. While you might look at Yahoo as a separate search engine, the simple fact is, Bing and Yahoo work together and are a combined search engine. When you add PPC for Bing to your list of marketing tools, you’ll reach a new audience and a new set of partners, giving you a broader network.

More Informative Text with Bing Ads

With nearly every company in the world advertising on Google, this search engine has set some limits that might seem to be suffocating at best. With Google, you have two lines of 35 characters each for the descriptions in your ads. Bing gives you 71 characters per line to describe your product or service in the ad.

A New Keyword Tool to Use

The Bing Ads keyword tool will help you find the right keywords for your content and your ads. Something you should keep in mind is the fact that you’re using a search engine that only accounts for 30 percent of the online traffic. That means keywords won’t have as much traffic as they will on Google but can still be the right ones to use.

More Impactful Campaigns on Bing

Using Bing for PPC will get you excited when you see the higher click-through rates (CTR) and the lower cost per click. This means your advertising campaign is reaching more of your target audience and translating to better ROI for your company. When you’re looking for an alternative to volume and want more quality clicks, this search engine is made for your car dealership.

Reach Customers on Three Search Engines

We’ve already mentioned the fact that your Bing ads will show up on Yahoo, but they also show up on AOL. Yes, AOL is still used, but not nearly as much as Google, Bing, or Yahoo. Because AOL has also partnered with Bing, you’re going to reach those users that have stuck with AOL and Yahoo as their preferred search engines.

Save Management Time with Automated Rules

You might find Bing to be more user-friendly than Google with the automated rules that are incorporated in the Bing tools. These rules allow you to manage your account and campaigns with simple changes to the automated rules that can then be applied across all of your advertising. This will save you lots of time managing your marketing on this platform, which makes adding PPC for Bing a smart move for you and your team.

Mobile Ad Targeting is More Specific

Unfortunately, Google AdWords is limited in the mobile targeting that’s allowed. Bing makes it easy for you to target devices based on the operating system being used on the device. You could target a particular demographic that uses iPhones or Android devices and know that your ads are reaching them.

Detailed Reporting

Using PPC for Bing comes with a package of reports that tells you how your campaigns are performing on Bing, Yahoo, AOL, and any other search partners. This allows you to have the transparency and information you’re looking for.

If you’re ready to expand your reach, you need to work with your digital marketing team to create Bing campaigns that will give you the results you’re looking for. Do something other car dealers aren’t and reach customers in an area where other companies are ignoring. You’ll be amazed by the results and how many quality leads your team will receive from this platform.