Google is the unanimous choice for search engine advertising through Google Ads (AdWords) in 2023. But the other search engine (the one nobody talks about) is not without value. Bing Ads are worthwhile to roofers because it is the 2nd largest search engine and because of its network of partner sites, including AOL and Yahoo.
Statistics show that Bing users are typically wealthier and older. Roofing companies can certainly get quality leads through Bing with the proper advertising methods.
Bing vs. Google Ads
Despite Google’s prominence as the world’s foremost search engine, other advertising opportunities exist for marketers besides Google Ads. Bing Ads presents an affordable alternative to the former AdWords and one that roofing companies can comfortably take advantage of.
Bing is the #2 search engine in the world, and its users are predominately educated and financially stable, making it a worthwhile platform on which to market roofing services. Advantages of Bing ads include:
- Daily Budget: Set budgets by the day
- No Minimum: Advertise on any budget
- Performance Measurement: Track performance in real-time
- Results Driven: Only pay when ads are clicked
Bing accounts for about 1/3 of U.S. desktop searches, a percentage that may increase with his reported adoption of ChatGPT. While that’s not the majority by any means, it’s still significant enough to make advertising worthwhile.
Roofing Webmasters can help set up and manage your Bing ads campaign so that you can maximize your revenue and generate as many relevant leads as possible. Bing Ads are generally less expensive than those on AdWords and can help generate traffic quickly for roofers on a budget.
Choosing Keywords For Bing Ads
Bing search campaigns are similar to AdWords search campaigns. You will be bidding on keywords for which your ad will appear. As is the case with AdWords campaigns, you’ll want to target keywords that present “buyer intent.”
If you are unfamiliar with this term, it describes a keyword used by searchers who intend to spend money instead of people just looking for information. In analyzing “buyer intent” keywords, you’ll want to review the following metrics:
- CPC: The cost per click for the keyword
- CTR: The click-through rate for the keyword
- Volume: The search volume for the keyword
If you’ve used Google AdWords in the past, transitioning to Bing ads will be pretty seamless. Like the Google Keyword Planner, Bing offers its own Keyword Planner in which you can dive even deeper into the metrics listed above.
The goal is to find “buyer intent” keywords with relatively low CPC and relatively high CTRs and search volumes. Like with other aspects of internet marketing for roofers, Roofing Webmasters can help you through every step of the process and help you maximize your revenue.
Are Bing Ads the Best Option for Roofing Companies?
Roofing companies on a tight budget will be intrigued by the affordability of Bing ads. Whether they are the best option depends on your company’s individual scenario, the specifics of your campaign, and other variables.
One thing is for sure, though; there will be less competition on Bing than on Google. Although Bing has far fewer users than Google, its users are considered to offer good value for your money. Users looking for roofing services within your service area will know exactly what to search for on Bing.
PPC campaigns are very popular in the roofing industry. In contrast to SEO for roofers, they improve search visibility instantly and can generate traffic quickly. With that said, it’s important to remember that PPC should not be used in place of SEO but rather in collaboration with it. SEO and PPC can create roofing companies’ ultimate internet marketing strategy when used together.