Posts

Bing v. Adwords: Which is Better For the Security Industry?

As a security company, you want to consider all of your online marketing options.  One of the methods that pose the most questions is pay-per-click advertising and which gets better results, Bing Ads or Google AdWords. There are a lot of different variables to consider when launching a paid search campaign, and in this post, we’re talking about our general preference as it relates to the industry. Every campaign and business is different and should be considered individually.

What Is PPC?

Pay-per-click (PPC) is a form of online advertising where advertisers pay based on the number of clicks on their ad. Bing Ads and Google AdWords are two of the major platforms. In both of these platforms, a user runs a search and the platform determines which security company ad to show based on your keyword Quality Score.

While you might be more familiar with Google, Bing is an underdog that is gaining speed in all the right places. Year-end reports in 2016 according to Search Engine Journal show that Bing grew to 19.7% of the search market while Google paid search is actually down 11% from last year.

Now that you know how these two platforms are alike, you need to know how they differ and how those metrics best serve the security industry.

AdWords vs Bing Ads Demographics

When comparing the two platforms, perhaps the best argument for Bing is the demographics.

Pro Tip: Nearly 40% of Bing users are between 35-54, 44% were married, and average income skews higher. When paired with a more mature audience, Bing is hard to beat.

In our 10 years of industry experience, this perfectly fits the buyer profile of most home and business security services. While Google users tend to be younger, from a marketing aspect the smaller Bing audience might be a better match and contain more of your target security industry consumers.

Cost-Per-Click and Average Position

Where your ads show and at what cost is another huge consideration for those in the security industry, and outside of it.  On average, services with the security industry show 35% higher in Bing. That’s great you think, but at what cost? The cost-per-click (CPC) is lower in Bing than AdWords. A better position at a lower price makes Bing a great option.

Click-Through-Rate

Click-through-rate (CTR) is an important measure of determining whether your ads are effective. The higher the CTR, the greater response you are getting from your ads. Bing CTR are an average 34% higher in sample testing. Bing’s sophisticated ad scheduling may have a lot to do with the significantly higher CTR.

Conversion Rates and Cost-Per-Lead

The purpose of a search campaign is to drive results and bring leads. This is something that can fluctuate significantly based on outside variables such as seasonality, and other industry specific variables. While Bing has a slightly lower conversion rate, you also pay less for the ads. This results in paying less for the same lead.

So, Which is Better For The Security Industry?

Google AdWords are great for some industries, but not necessarily a great fit for industries involving any aspect of security. Google may get more search traffic, but (as of the date of this post) Bing boasts a higher position and CTR as well as lower CPCs. When paired with a more mature audience, Bing is hard to beat.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.

The Difference Between SEO and PPC for the Security Industry

It’s the most asked, debated, and perplexing questions asked about online marketing– “Should I be using SEO or PPC to get traffic to my website?”  As these are the two most commonly used strategies to increase traffic to websites, it pits two hometown rivals against each other. Which approach is better? It depends.

The Difference Between SEO and PPC for the Security Industry

Since marketing needs a focus to be effective, you have to determine the most effective way to allocate your marketing spend. In a lot of cases that means you need to choose a team, SEO or PPC. Or maybe both…? To do that you need to know the game and player stats.

PPC (Pay-Per-Click)

PPC allows you to drive visitors to your site through paid marketing programs such as Google Adwords, or Yahoo Search Marketing. The security company advertiser bids on keywords to achieve their position on search engine results pages in the sponsored links section, banner ads, shopping ads and more. The (winning) placement is immediate. In a very specific market such as in the security industry PPC pits smaller often independent companies against the large national brands with a much larger advertising budget.This can make PPC cost prohibitive.

What Is SEO?

SEO (Search engine Optimization) helps build traffic through organic searches. The strategy is not just about using targeted keywords to make your site more impactful to search engines, it is also about making you a go-to authority on the security issues that need solutions. Major search engines factor in how people interact with the site and if they come back in their analytics. The results are not immediate, but staying the course with SEO can land you at the top of rankings.

So Which Is Better?

According to Juniper Research, an astounding 81% of consumers  use search engine results to determine their decisions, so being found is unquestionably important. Knowing this it would seem that PPC advertising is the way to go. Research shows otherwise however. In fact, an organic result is 8.5 times more likely to be clicked through than a PPC ad, and those clicks are far more likely to be quality leads.

BUT…

Research shows otherwise. In fact, an organic result is 8.5 times more likely to be clicked through than a PPC ad, and those clicks are far more likely to be quality leads.

Why? Think about your own search habits. How often do you scroll past paid ads down to organic search results? Most people realize that the paid ads are just that- ads- and do not necessarily represent the most qualified business. Searchers are far more likely to connect a security company they feel is trusted by the community (represented by organic search results).

That’s important when you are trying to connect to ¾ of your potential customers.

Conclusion…SEO Is Generally Better for Security Companies.

When done well, both PPC and SEO can yield results, but it is important to understand the differences between them so that you can ensure that the kind of result matches your intended goal.

Your business will definitely do well if you invest the time and energy into creating SEO advertising that targets your audiences. Although it may take some time to see your SEO effort, but it will be worth it for your business. PPC is fast, but how long will it last?

Remember the vast scope and inevitable limitations of your business, remember that your local customers still want the local, targeted service you provide, and your online SEO marketing will be so much more successful than you could ever have imagined.

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.