Have you been using Bing for PPC?

1. Why Should You Consider Bing for
Your Higher Ed Lead Gen PPC
Campaigns?

2. 1. Why Move Some of Your PPC Budget Into Bing Ads?
2. Bing’s Increasing Market Share
3. CPC On Google and Content Networks Has Risen
4. Different demographic audience
5. Conversion Rates are at Least Equivalent, If Not Better, In
Bing
Overview

3. Why Move Some of Your PPC Budget Into
Bing Ads?
• Paid online lead generation is more competitive than ever, as
more and more institutions compete for prospective students.
• The once price-accessible, non-branded keywords that
describe your programs are now highly competitive and
expensive.
• Average cost per click on your Google Adwords campaigns are
increasing every quarter.
• If your conversion rates are stuck but you don’t want to
jeopardize lead quality in experiments with new keywords, try
moving some of your PPC budget into Bing Ads.
Source: HEM Blog

4. Bing’s Increasing Market Share
• Bing and Yahoo make up approximately 20 % of global search
engine activity.
 Google makes up the other 80%, which is where most organizations go to
first launch and develop their PPC advertising activities.
 If your campaigns don’t include Bing/Yahoo you are ignoring 20% of the
market.
• If you are just getting started in PPC, Google Adwords is probably
where you should be, at least until you are looking new cost
effective opportunities to expand.
•Recent reports show that Bing/Yahoo has grown its market share
and is making a concerted effort with its PPC clients to continue this
trend.
Source: HEM Blog

5. CPC On Google and Content Networks Has
Risen
• Google’s average cost-per-click (CPC) on higher ed terms rose
26% over 2012 -2014.
• Google’s quarterly higher ed search reports have not been
released since Q1 2014 so the stats for 2014/2015 are still
unclear.
• We have seen consistently rising cost per click rates for our
PPC clients.
• Mobile and display campaigns have buffered it down to some
degree but generally an overall increase has been
experienced.
Source: HEM Blog

6. • The general stats below, representing contrasting CPC rates from
across a number of industry verticals (including education)
reports an average “education” click in Google at almost 60%
higher PPC cost than that in Bing.
CPC On Google and Content Networks
Has Risen
Source: HEM Blog

7. Bing Delivers a Different Demographic
Audience Than Google
• Here’s the age distribution of Canadian Bing users. If your
programs are targeting an older audience, to reach new
Canadians looking for upgrading or a Canadian accreditation Bing
could be a great option for your PPC campaigns.
Source: HEM Blog

8. • Here are some other generalizations about the typical Bing user:
 Users of Bing are generally less “techy”.
 Bing users are more-so, blue collar than white collar.
 Bing searchers are more likely to have children, based on their age.
• If these characteristics match your target audience personas, Bing
Ads may provide your PPC campaigns with access to an even
better qualified search audience than Google can.
Bing Delivers a Different Demographic
Audience Than Google
Source: HEM Blog

9. • This statement is subjective, but conversion rates are in fact
equal or higher in Bing Ads.
 This is based on using similar campaigns across both, including
similar keywords, ads and landing pages.
• Let’s say they are equivalent. This means that given a lower CPC
in Bing, and therefore a lower cost per lead in Bing, that your
overall ROI can be better in Bing.
• What we are confident about, is that the Bing/Yahoo’s user
demographic, although a bit different from Google, do cost
effectively convert to prospective student leads, just like
Google’s.
Conversion Rates are at Least
Equivalent, If Not Better, In Bing
Source: HEM Blog

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Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing