Is Microsoft adCenter Worth It For You?

August 2, 2012 - To Bing or not to Bing, that is the question – for countless advertisers who are considering whether to advertise on Bing (and Yahoo!). The pros are pretty clear. Advertising on Bing gives you access to roughly 30% of the search market. If you play your cards right, that’s 30% more impressions. And 30% more clicks. To top it all off, costs per click (CPCs) on Bing tend to be a little cheaper than AdWords, so advertisers can potentially get a higher ROI on their PPC spend.

Now I know what you’re thinking – more impressions, more clicks, better ROI – there has to be a catch right?

And there is.

In order to access Bing’s share of the market you need to set up a separate account on Microsoft adCenter. This means you need to have new campaigns, new ad groups, new keywords, new ads and new bids. It essentially doubles your workload while only increasing your reach by about 30%. Plus, Bing’s online interface isn’t quite up to snuff with AdWords – in fact, it’s notoriously difficult to use! – so your account can take more time to manage.

At WordStream, we were curious to know how advertisers dealt with this problem, so we started talking to people. Customers. Prospects. Random people on the street...

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