If you’re already using Google ads for your PPC campaigns and want to get more traffic then Bing can be a good additional option.
One of Bing’s selling points is its older, wealthier demographic. Bing also serves 60 million searchers not reached by Google. Plus, there are fewer restrictions on the types of product that can be advertised on Bing.
Bing ads work in a similar way to Google ads but the volume of traffic is much lower. That means competition for clicks is lower and so is the cost per conversion (CPC), which can translate into lower campaign costs.