Microsoft’s Bing search engine is continuing to work toward developing into a real competitor with Google. While they have a long way to go, they are taking serious steps to make sure their customers are happy with the results. In addition, the fact that they have fewer advertisers can make them a great option for many marketers looking to get in front of a new audience, which can be quite effective.
One thing Bing is doing to try to attract more advertisers is pushing out a pilot launch of their new targeted ad platform for mobile ads. Targeted ads are extremely effective at not only improving conversion rates, but also leaving people with a more positive opinion of the ads themselves.
With targeted ads, marketers will be able to ensure their advertising budget is being used properly, and avoid waste. These types of ads also tend to have a higher return on investment, which is critical in this industry.
Of course, Google has been the industry leader in targeted ads, including those on mobile devices, for quite some time. Bing has been lagging behind in this area, but hopefully that is changing now.
In addition to targeting specific users, Bing will allow brands to opt out of things on a granular level. For example, if it is found that ads displayed on a specific type of Android device don’t perform well, it just takes a couple clicks to stop displaying them on that particular device. This level of optimization can have a very positive long term impact on any advertising strategy.
