Adams today utilizes both Google AdWords and Bing Ads. And while he finds both useful, he notices certain intricacies that make Bing Ads stand out. For example, 60% of customers from AdWords are what he considers “true customers” whereas Bing Ads tips in close to 100%. Granted, both platforms have similar lead-to-conversion rates and AdWords does have a larger audience. But the percentage difference in true customers makes Bing Ads a much more profitable platform. Hopkins concurs, which is why she recommends Bing Ads, especially for certain audiences. “For every single customer of mine that has even a hint of medical, legal or financial services, my goal is always to eventually get them onto Bing,” said Hopkins. “It’s just so much cheaper and you can do so much more with targeting.”
Adams’ performance statistics over the past year back up that thought:
Furthermore, Bing marketing numbers have continued to consistently trend upward since Hopkins first directed Adams towards the Bing Network ten months ago.
Bing also has a slightly higher number of total clicks. “I'm getting more clicks over the total period from Bing, averaging a better click-through rate with a significantly lower CPC average,” said Adams. According to Hopkins, Residential Home Health has seen a substantial ROI since coming aboard.
In terms of keywords, Hopkins noticed early on that a lot of the ones in Adams’ account spiked the cost because they crossed over into common medical terminology such as “nursing homes” and “dementia.” Today with Bing Ads, Adams uses almost three times as many keywords as he does with AdWords. “The searched terms and phrases in Bing Ads are different than those being searched for in AdWords,” said Adams. “Bing Ads keywords are based more on what the searchers are actually searching for and finding, or what my ad is being triggered for.”
Adams also adds lots of negative keywords to try to help manage the medical terminology issue. Those people searching for “assisted living,” for example, or someone to do cooking, bathing and housekeeping for their parent, get directed elsewhere. “I’m trying to spend my whole Bing Ads budget, but I'm getting so much value that I find it hard sometimes,” said Adams. Hopkins agrees. “It’s a lot harder to waste money on the Bing Network than it is on Google, in my opinion, particularly since it's not nearly as competitive,” said Hopkins.