Negative Keywords Will Block Unwanted Irrelevant PPC Clicks!
– Frank W. Woolworth (1852-1919) – American Merchant
*On this page is a comparison of Bing Ads vs Google Ads Click-Through-Ratios (CTR).
Bing ads average 33.5-60% less in Cost Per Clicks than Google AdWords. In comparison, studies show Bing Ads are often in better positions when checked than their Google Ad counterparts and had higher Click-Through-Ratios (CTR).
Here is the Evidence for Real estate Agents Wanting a Stronger Presence on Bing Ads.
Bing Network Demographics: Better Numbers for Financial Decision Makers
· College Graduates and Graduate School Students
· Mature Age Group of Those 35+ (Decision Makers)
· Slightly More Women than Men
· Households with Children
· Households with Incomes More Than $75,000
image source: appleinsider.com/articles/15/10/01/google-microsoft-agree-to-end-years-long-patent-war-
When it comes to law firm marketing, Bing matters more than you might think.
One immediate advantage is that Internet Explorer and Bing Ads are both owned by Microsoft, and Bing is the default search engine for Internet Explorer.
Bing search is installed into Windows 10, Windows Phone, Xbox, MS Office and Cortana (Microsoft’s Siri-like virtual assistant).
Bing also powers searches on Yahoo! along with all internet connected cars and trucks from Ford. Cars connected to the internet are here, and the number of connected cars is only going to be going up in the coming months and years.
Because Microsoft has integrated Bing search in so many of their devices,
Bing is popular among those who are not tech advanced.
With Bing/Yahoo! a law firm can instantly increase their advertising reach by up to 35+% with an additional 150+ million users.
Don’t think Google or Bing. Think Google and Bing if your budget allows it. If you’re a young firm trying to make a mark in the world, Bing Ads may be your best strategic move into marketing your firm online with a limited budget.
Google used to dominate PPC marketing for law firms at higher than 80% market share a few years ago, and is now at a 65-68% market share, according to an August 2014 comScore U. S. Search Engine Rankings Report. With most of the remainder divided up between Bing and Yahoo!.
In October 2015, comScore reported that Google dropped to 63.9 percent, Bing rose to 20.7 percent, and Yahoo! jumped to 12.7 percent. While Google only dropped a few percentage points, Bing’s jump is a pretty substantial 20-percent increase in market share and rising.
Google Settings Force You to Spend More Money
Google AdWords forces you to set your network, location, ad scheduling, language, and ad rotation settings at your campaign level and your ad groups are restricted to Google’s campaign-level settings.
Bing AdCenter opens these options up at the ad group level, allowing you to quickly adjust settings for an ad group without having to go through the hassle of creating a brand-new campaign to make changes.
In August 2015, Google ended their “exact and phrase match keywords” feature, as we marketers used to know them. Google forced an option called, “close variant”, which matches targets onto all AdWords accounts. Close Variants (‘Pure’ Exact Match) gave advertisers the added reach of exact keywords and phrase keywords by an estimated 7% by including common misspellings, plurals, and grammatical stemmings of these phrases and exact match keywords.
Although Bing Ads does have the option to include close variant queries as matches, it remains just that: an option. Advertisers can easily opt in or out of close variant matching at the ad group level and campaign level.
Google offers PPC advertisers 2 choices at the campaign level: target Google search, or target Google search and search partners. There is no in between or alternative choice. You cannot just target specific search partners and exclude a particular search partner. You cannot even see which partner engines are driving traffic to your site. Bing Ads allows you to block content search partners by adding their IP address or website URL to their exclude options.
Bing Ads allows you to import your entire Google AdWords account. Bing Ads allows PPC advertisers the flexibility of targeting just Bing & Yahoo!, just search partners, or both, at the ad group level where it matters.
Bing customer service is also very helpful and will spend time with small firms that spend at least $500 a month. Google’s customer service will not even talk to you unless you spend a minimum $500,000 a year, (last I checked), which is an entirely different strategic game of paid advertising.
Common PPC Marketing Problems in Google AdWords Campaigns
PPC Marketing Problem 1: Keywords are so highly targeted from heavy use of exact and phrase match keywords that the daily budget is not being met.
PPC Marketing Problem 2: Keywords are all set to broad match with minimal targeting and the daily budget is depleted too early in the day and shuts down.
If you’re suffering from one of these 2 problems, Bing & Yahoo! may be a partial solution. Since Bing & Yahoo! have smaller market shares, less advertisers are using them. Less competition means lower Cost-Per-Click (CPC) and steady higher PPC ad rank. Lower CPC and better ad rank will translate to a lower cost-per-acquisition of new injury cases.
We understand solely using Bing and Yahoo! may not be for everyone, after all, every company is different. But perhaps, if your marketing budget allows, you could strategically try leveraging both. By using both engines for advertising you will increase your reach by almost half and have extended your ads to an additional 150+ million users. Sounds like a no brainer.
For the smaller dental office, who may not have a marketing budget to support the high prices and competition from Google AdWords, the Bing Yahoo! network is a perfect fit to compete online.
We used to spend tens of thousands of dollars each year on Google AdWords but found Bing/Yahoo! network actually converts better in our in-house comparisons in the online legal marketplace.
According to Wordstream’s 2015 Annual Revenue reports, Google AdWords has been struggling – Google paid search clicks are actually down 11% from this time last year. About 51% of Yahoo searches are powered by Bing. (CNN Money Oct 23, 2015)
I wouldn’t tell too many of your lawyer friends about this, let them spend on Google AdWords. When you have made a lot of money from your Bing Ads PPC Injury Engine you can have us build another copy of your fine-tuned PPC engine in Google AdWords and you can spend 33.5-60% more for the same clicks from real people, with real legal problems.
Want More Reading?
Google Ads allows you to take advantage of the benefits of online advertising: show your ads to the right people, in the right place, and at the right time. Google Ads offers several benefits, but here are the key ones:
Targeting gives you the ability to show your ads to reach people with specific interests — namely, people who are interested in your products and services — and show them relevant ads.
Google Ads offers different ways of targeting, which we'll go over in more detail later. For now, here's a look at the choices that you have with online ads that can make your marketing campaigns even more targeted:
Google Ads gives you control over how you spend your money. There’s no minimum. And you can choose how much you spend per month, per day, and per ad. You’ll only pay when someone clicks your ad.
With Google Ads, if someone clicked your ad, you’ll know. If they clicked your ad and then did something valuable to your business -- purchased your product, downloaded your app, or phoned in an order -- you can track that, too.
By seeing which ads get clicks and which ones don’t, you’ll also quickly see where to invest in your campaign. That, in turn, can boost the return on your investment.
You can get other valuable data, including how much it costs you, on average, for advertising that leads to your customers’ online purchases or phone calls. And you can also use analytical tools to learn about your customer’s shopping habits -- how long, for instance, they tend to research your product before they buy.
Google Ads also offers you tools to easily manage and monitor accounts.
If you manage multiple Google Ads accounts, a My Client Center (MCC) manager account is a powerful tool that could save you time. It lets you easily view and manage all of your Google Ads accounts from a single location.
You can also manage your Google Ads account offline with Google Ads Editor, a free, downloadable desktop application that allows you to quickly and conveniently make changes to your account. With Google Ads Editor, you can download your account information, edit your campaigns offline, and then upload your changes to Google Ads. You can use Google Ads Editor to manage, edit, and view multiple accounts at the same time, copy or move items between ad groups and campaigns, and undo and redo multiple changes while editing campaigns.
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“The difference between the almost right word and the right word is the difference between the lightning bug and the lightning.” – Mark Twain
“Stopping advertising to save money is like stopping your watch to save time.” – Henry Ford
At least 1 in 5 U.S. Children go without annual Dental care according to a study by the Pew Center on the States.
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