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Why Lawyers Should Have a Bing PPC Advertising Campaign

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Why Its Crucial to Start Paying Attention to Bing.

When it comes to PPC, the first name that comes to mind is: Google AdWords.   


Google AdWords is by far the biggest PPC platform and the one that most new marketers will go to first. But there are other options out there.   


Focusing only on Google AdWords can be a big mistake.  


Google AdWords is actually more expensive, more competitive and less precise in many ways.

This is where Bing comes in...   


A Bing Legal PPC advertising campaign can help you to reach an entirely different section of your market while avoiding direct competition with some of the bigger competitors in the field.     


Bing ads are not as big as Google Ads in terms of traffic, But they are less competitive and on average cost 33% less than Google Ads. 


Bing has 20% market share of the online PPC market. When you consider Yahoo! still makes up around 10%. Yahoo is powered by Bing, that goes up to 30%.  

This is a serious amount of web traffic to ignore!

Bing is the perfect starting point for small lean business and a very wise source of traffic for all online business.  


Bing has approximately 9.6 billion searches per month. 


According to Statistica.com, 39% of mobile and tablet devices searches  in the U. S. originated from Bing at the end of the 3rd quarter in 2018.

A good Bing ad campaign can be strategically used in conjunction with a Google Adwords campaign for better conversions.  

Ask yourself this question.

In what other scenario would you be happy to let 30% of a your target market walk?

30% of potential visitors means 30% of potential customers and 30% of potential profit.

Instead of earning 50K a year from your website, you could be earning 65K a year just by paying attention to Bing.

There are more reasons why Bing might be a better choice for building an effective PPC campaign. For example...

Windows 10 and Cortana (Microsoft's AI Personal Digital Assistant)

Bing is integrated into Windows 10. The latest integration of Microsoft includes Bing as their default search engine and it comes with Bing deeply ingrained into their system.

Microsoft says that this is the last version of Windows ever. Future upgrades will be integrative rather than a complete overhaul. Bing is here to stay.

Not only is Bing the default search engine for Microsoft's Edge browser (330 million monthly devices) its also the search engine used by Cortana.

Cortana is a system very much like Sirie that lives on your desktop. If you want to know the weather, you can simply ask Cortana, "What is the weather in my area?" and while your typing, she will pull the results from Bing and tell you.

This means even if someone should set Google as their default search engine, they're still likely to be using Bing on their desktop without realizing it just by speaking to Cortana.

If they ask,"Find best injury lawyer in my area."


You want your Law Firm's website to show up in their search results.


Xbox, Twitter and Bing Search Engine

Xbox One and Bing Search Engine

Xbox One has over 25 million users around the world which includes Bing as their default internet browser.

Twitter and Bing Search Engine

Bing has a close connection with Twitter and allowes a feature where it can show the number of followers you have on Twitter next to your ads.

This is called a 'social extension' and its another place where Bing beats Adwords.

Bing offers Superior control over ad campaigns in some aspects.
Bing has also recently made the transition to Andriod and IOS systems and is found nicely on your smart phone.

Bing SEO and Google Search Results

A lot of people never consider Bing Search Engine Optimization (SEO) and do not know what is takes to rank well on Bing.

Bing SEO is different from Google SEO. Most people think if they optimize for Google the same will apply to Bing. This is simply not true.

Some Key Differences between Bing SEO vs Google SEO

Bing favors old, reputable pages whereas Google prefers fresh, regularly updated content.

Google is more likely to rank your internal pages such as blogs and services, whereas Bing is more likely to rank your home page.

30% of traffic on Bing is ripe for the taking.

With a little background research you could get your Law Firm's website ranked on the top of Bing's Search Engine result pages.

You'll be in a a smaller pond but it will be much easier to get the fish biting.

Ranking well in Bing can also effect your Google search engine rankings too.


Think about it.

If you get to the top of Bing search results this leads to 30% more exposure.

This in turn means that you end up getting more back-links and getting discussed in more related forums and more comments sections. This will create more back links to your site.

The same goes for your Bing PPC ads.

You can use Bing PPC ads as your "way in" to boost your rankings on Google search engine results pages.


This can help increase your local brand exposure without directly challenging the biggest players in your niche market.

Bing Gives You More Control Over Your Campaigns

Bing PPC gives you the precise control that any advertising campaign needs and allows you to build a perfect business plan with a precise advertising spend, targeting demographic and profit margin.

Bing allows you to set different time zones, allowing for sophisticated "ad scheduling" strategies.   

Bing allows you to set location and language for each ad group.

Bing also allows more precise device targeting for tablets and iPhones.

Bing lets you choose which search partners you want to work with and makes it easier to leave out variations of your keywords in order to create a more focused campaign. 


Bing is also much better looking than Google. The daily features images really give Bing a relaxing and modern feel to it.     

Why You Should Have Both Bing & Google PPC

Anything can happen in the next few years that can upset the apple cart and lead to Google losing PPC market share.

Apple has repeatedly threatened to ditch Google as the default browser on the iPhone and this could very easily lead to a big shift in the search engine PPC marketplace. Then again it may never happened.

The question is this. Can you afford to take that risk?

Are you happy putting ALL your eggs are in Google's basket?

Bing offers a lot of opportunity to the savvy SEO webmaster that you can't afford to miss.

Finally, it makes it a whole lot of sense to make sure your on both Bing and Google PPC platforms.

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65% of Law Firms spend most of their marketing budget online. (Source: Martindale Nolo)

Over 1/3 of potential clients start their attorney search online. (Source: iMarc)

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