Capturing the Elusive 20-30% of the Market is as Easy as B-I-N-G

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Capturing the Elusive 20-30% of the Market is as Easy as B-I-N-G

Capturing the Elusive 20-30% of the Market is as Easy as B-I-N-G

Capturing the Elusive 20%-30% of the Market is as Easy as B-I-N-G

Paid Search is driving new business to millions of users every day. Through paid search, advertisers bid on specific keywords related to their general goals in an effort to generate more business. From there, and depending on the quality of the ads and the budget allocated to the ads- Google, Bing, Facebook, and other platforms will display your ads to the audience that you’ve targeted.

We all understand Google’s power within the Paid Advertising world, and there’s no denying it. Google commands over 63% of all search queries in the United States and has developed a sophisticated program for managing Ads along with a far-reaching display network. When properly configured, these resources will get your ads in the face of purchase ready users on a variety of different websites and Apps like Youtube, New York Times, Google Maps, and much more.

That being said if 63% of all search queries in the USA are done on Google; where are the other 37%? They’re actually divided amongst Bing’s own advertising network. The Bing Network Audience actually includes sites like Yahoo, AOL, MSN and many other websites, Apps, Microsoft Software, and AI Voice Assistants (Siri’s image results come from Bing). Combine that with the fact that competition and Costs Per Click (CPCs) and you’re looking at a great opportunity for driving up sales for generally low costs.

The Bing Network = Real Power

Bing’s Paid Advertising resources have been designed to be very similar to Google’s. The Keyword Auction process is almost identical and the advertiser dashboard is so alike that you can literally import the same campaigns you have in Adwords to your Bing Ads account at the click of a button.

Where’s the difference? Bing Ads are a gateway to 66 million PC users that Google cannot reach. The Bing Ad Network gathers data and displays ads through Microsoft Outlook, Cortana (Microsoft’s AI voice assistant), Internet Explorer and Edge browsers, and websites like LinkedIn, MSN, and many more for up to 42% less spend than on Adwords.

Bing Ads are also seen by a demographic that is much more specific than Google users. Bing users are split right through the middle in regard to sex (Female 50% – Male 50%), mostly under the age of 45, and almost half are college graduates.

If those numbers weren’t impressive enough, here’s an important one. Nearly one-third of the Bing Network Audience has a household income of over $100K. These are successful and educated people with purchase power, and a sector of the search market that your business does not want to miss out on.

Final Thought

At the moment, Bing paid advertising is growing. Low competition allows for better Ad Placement opportunities and a much lower Cost Per Click when comparing to Google Adwords. Now’s the time to take advantage and ensure you’re hitting the Bing Audience before your competition.

OMG National is your full-service marketing partner. We’ve been following the growth of the Bing Ad Network and are ready to help you make the most out of this unique opportunity. Contact a marketing consultant to find out more today at 800-789-4619 or visit https://omgnational.com/contact to set up a marketing consultation.

Google Adwords or Facebook Advertising — Which Is Right For My Business?

-Jesse Lubar, CEO OMG National

We all know by now; Google AdWords is the standard by which all other advertising online is measured. They pioneered and perfected the medium, you’re either listed at the top of the page, or you’re invisible, right? Well, not if Facebook has it’s say. Facebook continues to up the ante with its targeted advertising campaigns, complete with robust demographics and an intuitive ad manager which gives you many options for how to advertise your specific posts, promote your page (Facebook), your website, even your phone number directly.

target imageBoth sites are frequently changing the rules of the road, which makes keeping up on the latest algorithm shift an arduous task. With Google, they shift their requirements for landing page density, keyword bids, and page relevance, while Facebook adjusts what users are shown in the news feeds. Keeping up with these changes requires frequent study, testing with various analytical web tools, and just running practical scenarios to see where your ads stand.

But knowing where to spend hard earned marketing dollars is the key. You need results, you don’t want to wait, and certainly don’t want to waste time or money. So which is right for you? With Facebook, the targeting features are unlike anything else we’ve ever seen. Being able to pinpoint your audience in such a granular fashion is very powerful. Here are a couple of examples, pulled from real world OMG clients who are advertising with us on Facebook.

  • Luxury Home Remodeling Company – Miramar, Florida –  This client is looking to target high end remodeling projects in South Florida. What we can do for them is target members of country clubs in the target zone, readers of home design magazines, those with CEO, President, or Business Owner titles listed as their occupation, and so on.
  • Pharmacy – Atlanta, Georgia – This client is looking for new customers within a specific geographic area. We will search for Facebook members in the local area who are current members of AARP, grandparents, aged between 55-79.

You get the idea. Imagine the possibilities for your own business. During a discovery meeting, we will pull ideas from you to help craft this audience. When they log on to Facebook, they are now targeted with either page suggestions, as in “You may like Wally’s Pharmacy”, or sponsored posts from them, this could be a discount, new customer promotions, etc. The advertiser can now broaden or narrow their target list depending on the number of Facebook users who fit the mold. The more defined the demographic gets, the smaller the list becomes.

The big question on the mind of Facebook’s early advertisers was whether or not the ads would convert. The rap on them was that they were not converting enough. Facebook got smart and began investing some of their billions of dollars into Google defectors, filling their ranks with some of the best Google ad pioneers and solving some of these early challenges.

Click here for your Google vs. Facebook Ad Analysis

In looking at the timing of ads in relation to when searchers are making purchases or decisions to purchase, one would give the edge to Google. Google is where you go when you are seeking out services or specific products, however Facebook is coming on strong with a new feature they have rolled out called the Professional Services Listings as well as a new search feature. This makes great sense as more and more consumers are consulting Facebook prior to making purchasing decisions. How many times have you asked those with whom you are “friends” with on social media for a recommendation? Anyone who is a frequent social media user has seen this.

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Also, Facebook now has network ads which appear outside of Facebook (even to non-users) across multiple sites, similar to the AdWords enhanced network. This enhanced network is helping Facebook close the gap on Google’s lead in the online/digital advertising race, by combining the carousel-style image ads which can be run on multiple devices with their branding abilities and the inexpensive cost per impression model which is in use with the typical Facebook ad.

These new features and their commitment to continual improvement, are pushing Facebook close to Google when comparing options. However, when looking at the ad viability in a head to head comparison, we still give the edge to Google when it comes to direct service or product based online ads. Using both is a powerful way to capture leads and accomplish enhanced brand recognition at the same time.

Here at OMG National, our experienced digital marketing representatives will work hard to make the most of your budget. Our goal is to get you the most bang for your buck whether you are just starting out, or are working on multiple campaigns for your well established business. We will blend our services and balance the need for “right now” results with the longer term concepts of brand consistency and review management.

For OMG National, this is Jesse Lubar signing off with a smile.