Microsoft Ads explained
When is Microsoft Bing advertising worth a test?
Assess another source of search demand without assuming a different platform automatically means cheaper or better leads.
The useful bit
Bing advertising is worth considering when there is relevant demand and capacity to test it properly. Judge the opportunities it adds, not a blanket claim about cheaper clicks.
Start with a business reason
Another advertising channel should have a purpose. You may want to test additional demand for a service that already converts well, or explore a different source of business enquiries. Being present everywhere is not a strategy on its own. First establish what a suitable enquiry looks like and whether your team has the capacity to respond to additional interest.
Assess the likely audience and volume
A smaller channel can still contribute worthwhile work, but there needs to be enough relevant demand to assess. Consider your services and coverage rather than relying on broad claims about who uses a search engine. A specialist commercial offer may need a very different page and campaign from a domestic repair service. The customer's task should guide the test.
Treat an imported campaign as a starting point
An existing Google campaign may provide useful structure and wording. It does not remove the need to check Microsoft-specific settings, destinations, tracking and network choices. Review the current account rather than assuming that everything transfers exactly. A test should have a clear owner and a record of the decisions made before spend starts.
Compare like with like
Look at spend, genuine enquiries and qualified opportunities for comparable services and periods. A cheaper click can be poor value if it rarely produces a suitable conversation. A small number of good jobs can also make a short period look unusually strong. Keep the uncertainty visible and use actual lead feedback before deciding that one platform is better than another.
Decide what would justify continuing
Agree what you want to learn and how the test will be reviewed. Owt can assess the opportunity, prepare a focused campaign and review it on its own results. If the channel does not produce enough suitable opportunities, that is useful information for the next decision. It does not have to become a permanent part of the marketing mix merely because it has been set up.
Put it to work
A useful next step for your business.
A considered route to customers searching on Bing, with its own targeting, reporting and performance review.