Let me guess. Your law firm has been using Google Adwords as its primary PPC platform. But like most other PPC marketers, you’re probably a little disillusioned at just how costly Adwords has become and the insane level of competition you’re up against.
And let’s be honest. It’s only going to get worse.
So how can you get more bang for your buck and actually see a favorable ROI on your PPC campaign? Look no further than Bing Ads.
Bing’s Share of the Search Market
Here’s the deal. Bing by no means gets the massive chunk of the search market that Google does. According to Smart Insights, Bing had 13.27 percent as of March 2016, while Google had the lion’s share at 67.78 percent. So it doesn’t take a genius to figure out that you’re probably not going to have the same volume of traffic on Bing Ads that you would on Google Adwords.
But you have to look at the big picture.
Why Bing Ads Makes Sense
First, it’s important to note that Bing is the second biggest worldwide search engine. Here’s a breakdown of how it stacks up against leading competitors.
Although it’s well beneath Google, it has nearly a five percent larger share than the next biggest competitor, Baidu. So this means one thing — you’re still going to get traffic. You can actually get a sizable amount if you bid on the right keywords.
The Potential for Huge Savings
What’s one of the primary things that every PPC marketer is concerned with? That’s easy — the cost-per-click (CPC).
The lower the CPC means the further your money will go and the higher your ROI should be. One of the main reasons that lawyers and businesses in general are turning away from Adwords is that the CPC has become so ridiculously high. In fact, the keyword “attorney” is the fourth most expensive at $47.07, and “lawyer” is the sixth most expensive at $42.51.
But check this out. According to the search marketing company WordStream, “Of our extensive managed services clients who were advertising on both Google and Bing, we saw that nearly all had lower search CPC’s on Bing, averaging 33.5% cheaper CPC on Bing.”
By simply choosing Bing Ads, you’ll theoretically spend a third less than you would on Adwords.
There’s one more thing to point out. In many cases, the companies that used Bing Ads actually had better positioning with their ads than their counterparts on Google. This means that your ads are likely to get plenty of exposure and a higher click-through-rate (CTR), which is an incredibly important metric.
When you really boil it all down, it’s easy to see that Bing Ads can most definitely be a viable option for legal marketers. While Google Adwords may have made sense five years ago, the elevated level of competition has resulted in sky high PPC prices. And in the hyper-competitive legal industry, the numbers don’t always crunch.
Although you’re not going to get the same amount of traffic through Bing, the lower CPC combined with great positioning and a favorable CTR makes it a very appealing option.
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