Why does Bing search optimize differently than Google

[shansbeats]

You almost answered your question (for the most part) in your post. Bing has always and will always be behind google in algorithm based bidding strategies and overall development as a whole when it comes to its advertising platform. A big tell is it’s keyword/search term performance. Especially running broad, you’ll oftentimes find more irrelevant search terms triggering your KWs and more volatility between KWs. Keep an eye on your search queries and scope out possible negatives daily for the first week or two. I would do this before pausing the KW as a whole – it could be some badly matched search terms eating up your budget, and not necessarily the term you want to be targeting. Once you’ve built a good list of negatives, you won’t need to check every day. But definitely will always need to keep a good eye on the queries for bing as well as google, but definitely not as much lol.

[Varsha_Sharma70]

It’s important for website owners and marketers to consider optimizing their content for both Bing and Google to reach a wider audience. While there may be similarities in optimization strategies, it’s essential to understand the unique aspects of each search engine and tailor your approach accordingly.

[tsukihi3]

> How has your experience with Bing been? Any tips?

It’s about the same as what you say.

Bing needs to be treated like a different beast, I don’t import campaigns from Google (or I might, with a lot of modification). Broad match has been a no-no on 95% of my campaigns.

Only a few campaigns in the US I’ve managed in the recent months reached a level where I was comfortable with tCPA *and* a bit of broad match keywords. Even then I needed to be on top of the search terms because boy was it messy.

Other campaigns already failed at the tCPA step, I didn’t even bother with phrase because exact already does such a good job (no) at matching unrelated search terms.

We’re talking about a growing account with ~$2M/yearly spend on Bing and about 4-5x more on Google, so it’s decent volumes.

While the platform is not great, it delivered sales at a lower CPA and it was growing, so… we just kept it because it did things we were not 100% sure why, but it did them better than Google.

[Yekxmerr]

The first mistake was using Broad on Bing. Not worth it! Use Phrase + Exact. Second was the smart bidding. It’s horrible on Bing, stop it and start using EPC.

Unfortunately Bing algos are very weak compared with Google. You’ll need to go manual to have control of your spending.

Also check if your budget isn’t being eaten by audience network placements. You probably need to create an exclusion list for that.

[fucktheocean]

Why does Bing optimize differently to Google? Because they are entirely different companies with different technical capabilities and IP in this regard… You can’t treat them the same.

[TTFV]

MS Ads automated bidding is poor at best. It’s generally best to use manual bidding and avoid broad match keywords for the most part. Plus you should start with about 1/4th the budget at most.

Stick with phrase/exact match keywords and ECPC bidding and you’ll be fine.

Also, don’t forget:

* MS treats BMM keywords as if they are broad match now, so you should replace any of those with phrase match
* Strongly recommend only targeting Microsoft sites and select traffic (setting at the ad group level)
* Block poor performance audience network traffic (start with [msn.com](https://msn.com), [bing.com](https://bing.com), [outlook.live.com](https://outlook.live.com) and add others based on what you see in reports)
* Add MS Ads extensions, they have a few that Google doesn’t offer

You can see how to import and massage MS Ads campaigns in this article: [https://www.tenthousandfootview.com/google-import-for-microsoft-ads-done-right/](https://www.tenthousandfootview.com/google-import-for-microsoft-ads-done-right/)

[Power_of_Atturdy]

Bing has done a terrible job compared to google of identifying intent of broad match keywords. If you’re going to roll with broad on Bing you have to be *very* diligent about your negative keywords to ensure you’re getting the right kind of results.

[spacecanman]

Here for the comments trashing Microsoft.

I spend six figures a month on Google ads. I use broad and automated bidding all day long. Hitting my goals no problem.

On Microsoft I don’t trust anything beyond ecpc. I’m using exclusively phrase and exact, and I only spend maybe $125/day. I would love to spend more but I’m highly skeptical about how much I can scale there. Where I have like 25 keywords per ad group on Google, I have just 2 or 3 on Microsoft.

The reality is Microsoft is just not remotely close to as smart as Google is.

One recommendation, though is you can select audiences to bid up on, and I think that does help. Microsoft is used frequently for business machines, so there’s some opportunity if you have any b2b in your marketing.

The other suggestions about cutting partner sites etc are good.

[ClassicVaultBoy]

Bing can work well (considering the lower traffic) but you need to put more time in optimizing and cleaning, especially at the beginning.

Set up the import to update ads, extensions etc and then manually work on the account.

[JVictor1511]

Interesting read your comments. I was planning to give bing ads a shot with all this noise about chat gpt and stuff. I reached out to my PPC specialist asking their thoughts to spend a few bucks in the channel, but his recommendation is to increase spending on google instead of starting with Bing ads. I pay him a fixed price per channel, so this is not a commision based recommendation.
He told me traffic is way lower. I would be pleased to read your feedback.

[Evening-Juice-2433]

Google does a better job at attribution. Bing is event or page load based off last touch. Also, the algos on google are way better.