Why The Pros Outweigh the Cons of Advertising on Bing

Jan 2, 2019


In the ever-evolving digital landscape, businesses are constantly looking for effective strategies to reach their target audience and expand their online presence. When it comes to online advertising, Google is often the first platform that comes to mind. However, in this article, we will delve into the pros and cons of advertising on Bing and how it can be advantageous for your business. As a leading provider of business and consumer services, specializing in website development, One and Only Web Design understands the importance of a comprehensive digital marketing approach.

The Benefits of Bing Advertising

1. Wide Reach

Bing, owned by Microsoft, is the second-largest search engine globally and has a considerable market share. By advertising on Bing, you can expand your reach beyond Google users and tap into an additional audience segment. This increased visibility can lead to enhanced brand exposure and higher potential conversion rates.

2. Less Competition

Compared to Google Ads, Bing Ads generally have lower competition levels. This can result in lower cost-per-click (CPC) rates, making Bing advertising a cost-effective option, especially for small and medium-sized businesses with limited budgets. By taking advantage of this opportunity, you can gain an advantage over competitors who predominantly focus on Google Ads.

3. Demographic Targeting

Bing Ads provide robust demographic targeting options, allowing you to refine your audience segmentation. You can target specific demographics such as age, gender, location, and even device type. This level of targeting precision enables you to tailor your advertisements to a highly relevant audience, maximizing the chances of converting potential customers into paying ones.

4. Better Ad Placement Control

Bing Ads offer more control over ad placement, allowing you to select specific websites and page locations where your ads will appear. This level of control ensures that your ads are displayed alongside relevant content, resulting in increased engagement and higher click-through rates (CTRs).

5. Mobile Advertising Opportunities

With the increasing use of mobile devices, optimizing your advertising efforts for mobile is crucial. Bing Ads provide various mobile advertising options, allowing you to target users specifically on mobile devices. By capitalizing on mobile advertising opportunities, you can reach a significant portion of the smartphone and tablet user base.

6. Collaboration with Microsoft Advertising Network

Bing Ads are part of the Microsoft Advertising Network, which offers additional advertising channels such as Xbox, Outlook, and MSN. This collaboration expands your reach even further, giving you access to diverse audiences across various Microsoft digital platforms.

The Disadvantages of Bing Advertising

1. Smaller User Base

While Bing is the second-largest search engine, it still has a smaller user base compared to Google. This means that your ads may reach a smaller audience overall. However, it is important to consider that even a smaller audience can present worthwhile opportunities, depending on your target market and business goals.

2. Relatively Lower Search Volume

As a result of its smaller user base, Bing generally experiences lower search volumes compared to Google. This may lead to fewer impressions and potential clicks. However, it's important to consider the significance of quality over quantity. Bing users may demonstrate higher intent or have specific preferences that align with your business offerings.

3. Limited Advertising Tools

Bing Ads may have a more limited selection of advertising tools and features compared to Google Ads. This can affect the level of flexibility and customization available for advertisers. However, Microsoft continuously improves and enhances its advertising platform, providing new features and functionalities to meet the evolving needs of businesses.


Considering the pros and cons of advertising on Bing, it becomes evident that the advantages outweigh the disadvantages for many businesses. By leveraging Bing Ads through One and Only Web Design, you can reach a wider audience, benefit from less competition, target specific demographics, exercise better ad placement control, explore mobile advertising opportunities, and collaborate with the Microsoft Advertising Network. While Bing may have a smaller user base and lower search volumes, these factors can be offset by the increased target audience relevance and cost-effectiveness.

As a leading provider of business and consumer services, specializing in website development, One and Only Web Design is well-versed in optimizing digital marketing strategies to maximize results. Contact us today to explore how Bing advertising can help your business succeed in the dynamic digital landscape.

Jeremiah Rubio
Interesting insights!
Oct 14, 2023