Big news out of the Microsoft camp this week. Bing Ads platforms will now leverage data from another Microsoft owned platform, LinkedIn. This is big news because now you can isolate your paid ads to only show to employees of a certain company, who have a certain level of seniority in that company, to people who are in certain industries.
Is your brain exploding?
I bet you’re asking – who still uses Bing, right?
Here’s why you should care that you can combine LinkedIn data to Bing search campaigns:
- You Can Remove More Bad Clicks If you sell a business-to-business (B2B) business and you’re running paid search campaigns, it probably pretty likely that you’ve been paying for clicks from a consumer audience, rather than a business audience. It doesn’t help your bottom line to pay for clicks from an audience that will certainly never buy your product. Isolating your campaigns down to industry probably won’t eliminate this problem, but it will likely eliminate a majority of those low quality clicks.
- You Can Better Personalize Your Ad Messages. This change signals the perfect opportunity to speak to your audience in a language they understand. Engineers, marketers, executives, and manager all have their own special language that you can now tap into. Get to the point with your C-Suite, speak in specifics with your engineers, speak in metric improvements to your marketers. Your ad messaging can (and should) evolve to best personalize your ad to the audience that you know is receiving it.
- The Bing Audience Might Be Your Best Buyers. Depending on your vertical, Bing might be the perfect place to find your audience. Why? Well, frankly, they don’t know or care to change the default search engine on their Microsoft Edge or Microsoft Explorer browsers. It may also be an audience who fully prefers the Microsoft experience. This likely favors itself to an audience of Baby Boomers. Layer that Boomer age group, a search for “Keynote Speakers” or “Industrial Equipment Suppliers Near Me“, and an additional layer that only serves up the ad to people in, say, the Aviation industry, you may find that you’re looking at someone who very closely resembles your buyer. That would be a powerfully valuable click, wouldn’t it?
- Finally, paid clicks on Bing are cheap. They come in at sometimes 1/3 the cost of Google ads. So, if you are budget constrained, this may be where you want to experiment before you add Google Ads into the mix. Or if your Google ads are already at max impression share and you need to find the next audience, grow those campaigns into Bing.
I’ve heard rumors that another search engine will be adding these sorts of B2B options to their paid campaigns in the future. As of today, though, Bing remains the only major player to have this layer – and that it’s coming directly from LinkedIn – means that they may not just be first to market, but they also may be best to market.
How much of an audience is actually using Bing today?
5.7% of your site visitors are probably using Bing. I won’t pretend that less than 6% is a big amount, but you certainly wouldn’t tell 1 out of 20 of your customers to get lost, would you? Especially if you got those at a far better cost per acquisition than the other 19.
Now, what if that number is better than 5.7% for your site specifically? How would you even know? Use our step-by-step tutorial for getting that information here.