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Bing vs Google PPC Advertising

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“I am the world’s worst salesman, therefore, I must make it easy for people to buy.”

– Frank W. Woolworth (1852-1919) – American Merchant  

Advantages of Bing PPC Legal Marketing

*On this page is a comparison of Bing Ads vs Google Ads Click-Trough-Ratios (CTR).

Bing ads average 33.5-60% less in Cost Per Clicks than Google AdWords. In comparison, studies show Bing Ads are often in better positions when  checked than their Google Ad counterparts and had higher  Click-Trough-Ratios (CTR).

Here’s the Evidence for Law Firms Wanting a Stronger Presence on Bing Ads.

Bing Network Demographics: Better Numbers for Financial Decision Makers


· College Graduates and Graduate School Students
· Mature Age Group of Those 35+ (Decision Makers)
· Slightly More Women than Men
· Households with Children
· Households with Incomes More Than $75,000

Bing Ads Advantages

When it comes to law firm marketing, Bing matters more than you might think.

One immediate advantage is that Internet Explorer and Bing Ads are both owned by Microsoft, and Bing is the default search engine for Internet Explorer.

Bing search is installed into Windows 10, Windows Phone, Xbox, MS Office and Cortana (Microsoft’s Siri-like virtual assistant).

Bing also powers searches on Yahoo! along with all internet connected cars and trucks from Ford. Cars connected to the internet are here, and the number of connected cars is only going to be going up in the coming months and years.

Because Microsoft has integrated Bing search in so many of their devices, Bing is popular among those who are not tech advanced.

With Bing/Yahoo! a law firm can instantly increase their advertising reach by up to 35+% with an additional 150+ million users.

Don’t  think Google or Bing. Think Google and Bing if your budget allows it. If you’re a young firm trying to make a mark in the world, Bing Ads may be your best strategic move into marketing your firm online with a limited budget.

Google used to dominate PPC marketing for Law Firms at higher than 80% market share a few years ago, and is now at a 65-68% market share, according to an August 2014 comScore U. S. Search Engine Rankings Report. With most of the remainder divided up between Bing and Yahoo!.

In October 2015, comScore reported that Google dropped to 63.9 percent, Bing rose to 20.7 percent, and Yahoo! jumped to 12.7 percent. While Google only dropped a few percentage points, Bing’s jump is a pretty substantial 20-percent increase in market share and rising.

Google Settings Force You to Spend More Money.

Google AdWords forces you to set your network, location, ad scheduling, language, and ad rotation settings at your campaign level and your ad  groups are restricted to Google’s campaign-level settings.

Bing  AdCenter opens these options up at the ad group level, allowing you to quickly adjust settings for an ad group without having to go through the hassle of creating a brand new campaign to make changes.

In  August 2015, Google ended their “exact and phrase match keywords” feature, as we marketers used to know them. Google forced an option  called, “close variant”, which matches targets onto all AdWords  accounts. Close Variants (‘Pure’ Exact Match) gave advertisers the added reach of exact keywords and phrase keywords by an estimated 7% by including common misspellings, plurals, and grammatical stemmings of these phrases and exact match keywords.

Although Bing Ads does have the option to include close variant queries as matches, it remains just that: an option. Advertisers can easily opt in  or out of close variant matching at the ad group level and campaign level.

Google offers PPC advertisers 2 choices at the campaign level: target Google search, or target Google search and search partners. There is no in between or alternative choice. You can’t just target specific search partners and exclude a particular search partner. You can’t even see which partner engines are driving traffic to your site. Bing Ads allows you to block content search partners by adding their IP address or  website URL to their exclude options.

Bing Ads allows you to import your entire Google AdWords account. Bing Ads allows PPC advertisers the flexibility of targeting just Bing & Yahoo!, just search partners, or both, at the ad group level where it  matters.

Bing customer service is also very helpful and will spend time with small firms that spend at least $500 a month. Google’s customer service will not even talk to you unless you spend a minimum $500,000 a year, (last I checked), which is an entirely different strategic game of paid advertising.

Law Firm Bing vs Google PPC Keyword Marketing

PPC Marketing Problems: 2 Common PPC Marketing Problems in Google AdWords Campaigns

PPC Marketing Problem 1: Keywords are so highly targeted from heavy use of exact and phrase match keywords that the daily budget isn’t being met.

PPC Marketing Problem 2: Keywords are all set to broad match with minimal targeting and the daily budget is depleted too early in the day and shuts down.

If you’re suffering from one of these 2 problems, Bing  & Yahoo! may be a partial solution. Since Bing & Yahoo! have  smaller market shares, less advertisers are using them. Less competition means lower Cost-Per-Click (CPC) and steady higher PPC ad rank. Lower CPC and better ad rank will translate to a lower cost-per-acquisition of new injury cases.

We  understand solely using Bing and Yahoo! may not be for everyone, after  all, every company is different. But perhaps, if your marketing budget  allows, you could strategically try leveraging both. By using both  engines for advertising you will increase your reach by almost half and have extended your ads to an additional 150+ million users. Sounds like a  no brainer.

For the smaller law firms, who may not have a marketing budget to support the high prices and competition from Google AdWords, the Bing Yahoo! network is a perfect fit to compete online.

We  used to spend tens of thousands of dollars each year on Google AdWords but found Bing/Yahoo! network actually converts better in our in-house comparisons in the online legal marketplace.

According to Wordstream’s 2015 Annual Revenue reports, Google AdWords has been struggling – Google paid search clicks are actually down 11% from this  time last year. About 51% of Yahoo searches are powered by Bing. (CNN  Money Oct 23, 2015)

I  wouldn’t tell too many of your lawyer friends about this, let them  spend on Google AdWords. When you have made a lot of money from your Bing Ads PPC Injury Engine you can have us build another copy of your fine-tuned PPC engine in Google AdWords and you can spend 33.5-60% more for the same clicks from real people, with real legal problems.

Want More Reading?

7 Ways Bing Ads Beats Google AdWords
Bing Adds $1 Billion to Microsoft’s Revenue
Is Bing Finally Catching up to Google – Forbes.com
Yahoo Bing Network Audience Stats That Might Surprise You!
Bing Reaches 20 Percent Search Milestone in US Market – CNN Money

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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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