Without question, recognition and awareness are two of the most important keys to running a successful business. Simply put, if people don’t know your business exists it’s not possible for them to consider it. An internet presence is increasingly important these days. In addition to targeted ads on social media sites, you’ll also need to focus on search engines themselves. Ads generated through search engines might offer the boost your company needs. But did you know that Bing business listing can help out here?
Among the big three—Google, Yahoo!, and Bing—many people overlook the latter. Owned and operated by Microsoft, Bing has been the butt of many jokes since its inception. However, businesses shouldn’t consider it a joke. It’s quietly becoming dominant in its own right. Its daily users exceed Yahoo’s by nearly 1 percentage point. Every day, Bing processes nearly 900 million searches. That’s more than 300 million more than Yahoo! Therefore, every marketing strategy should include a Bing business listing.
What Is Bing Business Listing?
A Bing business listing is free and requires following a few simple steps. The process itself doesn’t take long, so it’s relatively painless. It’s streamlined and user friendly, which helps to eliminate frustration. In many cases, Bing business listing will already have listed your business. If that’s the case, you’ll have to follow a few steps to claim the business as your own.
While the business listing itself is free, advertising on Bing is not. Like other search engines, you can establish a daily, weekly, or monthly budget. How much you allocate to advertising dictates how frequently your ad or ads will populate throughout the day. In some cases, you’ll pay only when a user clicks on your link.
Who Needs Bing Business Listing the Most?
Not every company will benefit from a Bing business listing. In fact, on Bing Business’s official page, they list three types of business they’re best situated to assist:
- Local or small businesses with a store front;
- Chain businesses with multiple locations;
- Businesses offering services at customer locations.
If you run an online only business, signing up for the Bing Business Portal probably won’t offer much of an advantage. If, however, you own a physical store or deliver goods or services to customers, a Bing business listing might create the exposure you’ll need to connect to potential customers. In our digital age, a large percentage of the global population has access to the internet. Everyone with the internet uses search engines. Ensuring your business appears on a site like Bing is simply unavoidable if you want or need exposure.
How Much is Usually Spent on Bing Business Listings?
As we noted above, listing your business or service or claiming your Bing business listing is free. You do need a Bing account, however. Registering your service on Bing Business is also free. Once you’ve claimed or registered your business on Bing, you might want to take advantage of their ad services.
While most businesses focus on advertising via Google AdWords—for obvious reasons: it’s the biggest search engine in the world—too many also overlook Bing. For starters, advertising on Bing is significantly cheaper than AdWords. Anywhere from 50% – 70% cheaper, in fact. The savings on advertising on Bing versus Google could be staggering, especially if you’re working with a limited marketing budget.
- When considering these savings, you should keep in mind the difference between a click through rate (CTR) and cost per click (CPC).
- A click through rate refers to the percentage of people who have access to the link you’re promoting.
- The CPC, on the other hand, is how much you’re charged when a user actually clicks on your link.
Although most search engines charge comparable fees for CTRs, their prices differ on CPCs. The savings we referred to above—50% – 70% cheaper on Bing—refers to cost per click. It’s important to understand this distinction when considering your approach to advertising on search engines.
4 Ways to Reduce Bing Business Listing Spending
1. Tailor Your Website by Using Search Engine Optimization (SEO)
SEO involves posting content on your website that incorporates keywords into the text. The keywords help propagate your website in search engines when people use these or similar words in their searches. Since your aim is to direct people to your site who might take advantages of your goods or services, you want to be certain your SEO content contains keywords relevant to your business.
Including a variety of words of phrases that don’t pertain to your business could result in wasting ad money on people who were misled into clicking your links.
2. Take Advantage of Bing Merchant Center
Using this unique feature will require you to sign up for it. Once they accept your business, you’ll create a catalog featuring your items and services. You can even include photos in your catalog. You’ll pay a fee similar to text advertising.
The advantage to splitting your Bing business listing using their merchant center is that it won’t direct people to your site without providing solid information about what you’re offering.
3. Use Bing Ad Coupons
As an incentive to entice you to use Bing’s business listings, it will typically provide you with a coupon during your initial phase as a user of their services. This coupon could offer reduced rates on your cost per click, or it might even waive the first few fees.
Do not dismiss this coupon. Use it.
4. Consider Bing’s Local Business Marketing
If your business is primarily local, then Bing could provide a huge advantage. Not everyone is aware of the fact that Facebook’s search engine is powered by Bing. If your objective is to target local customers, Bing might be a far better alternative than Google.
By using Facebook to target potential local customers, it could save you money on click through actions from people in other parts of the country or world, people who don’t feasibly have access to your goods or services.
Bing might not generate as many visitors or searches as Google. The advantage to this is that competition isn’t as steep as it is on the world’s largest search engine. Advertising on Bing is cheaper and it could direct local customers to your business through sites such as Facebook. If you’re working with a limited advertising budget, Bing might offer advantages you’ve never before considered.
What are your thoughts? Do you have experience with Bing business listings?