What are the differences in local SEO strategies between Bing Ads and Google Ads?

When optimizing for local SEO in Bing Ads versus Google Ads, there are several key differences and similarities to consider. Both platforms have their own features, tools, and best practices for targeting local audiences, but they approach local SEO and advertising in slightly different ways. Here's a detailed comparison:

### **1. Keyword Targeting and Match Types**

**Google Ads:**
- **Match Types:** Google Ads offers a wide range of keyword match types, including Broad Match, Phrase Match, Exact Match, and Broad Match Modifier. This allows for precise control over which searches trigger your ads.
  - **Example:** Using Broad Match Modifier (e.g., +plumber +near +me) can help capture variations of local searches.

- **Keyword Planner:** Google's Keyword Planner provides extensive data on keyword search volumes, competition, and local trends, which can be highly useful for local SEO strategies.
  - **Example:** Use Keyword Planner to find local search volume for keywords specific to your region.

**Bing Ads:**
- **Match Types:** Bing Ads also offers Broad Match, Phrase Match, and Exact Match, but with slightly different algorithms and default settings. Bing's Exact Match might have broader interpretation compared to Google's.
  - **Example:** A search for "best pizza [City]" might trigger ads for related searches in Bing Ads more broadly than in Google Ads.

- **Keyword Research Tool:** Bing's Keyword Planner is less comprehensive compared to Google's but still provides useful data for local keyword research.
  - **Example:** Use Bing's Keyword Planner to discover keywords that perform well in Bing's search ecosystem.

### **2. Location Targeting**

**Google Ads:**
- **Granular Targeting:** Google Ads provides extensive options for location targeting, including specific cities, regions, or even a radius around a location.
  - **Example:** Target users within a 10-mile radius of your business location with highly granular settings.

- **Location Extensions:** Google Ads allows for dynamic location extensions, showing your address and phone number directly in the ad.
  - **Example:** Ads can automatically display the nearest business location to users based on their search query and location.

**Bing Ads:**
- **Location Targeting:** Bing Ads also offers granular location targeting but with slightly different tools and interfaces. Location targeting can be adjusted at the campaign or ad group level.
  - **Example:** Similar to Google Ads, you can target specific geographic areas, but Bing Ads might offer less detailed reporting on local performance.

- **Location Extensions:** Bing Ads provides location extensions as well, but with some differences in how they are set up and displayed.
  - **Example:** Location extensions in Bing Ads may require manual setup and integration with Bing Places for Business.

### **3. Ad Extensions**

**Google Ads:**
- **Comprehensive Extensions:** Google Ads offers a variety of ad extensions, including location extensions, call extensions, sitelink extensions, and more. These extensions can be customized to include local business information and promotions.
  - **Example:** Use sitelink extensions to guide users to different pages of your site, such as a "Special Offers" page specifically for local deals.

**Bing Ads:**
- **Extensions Variety:** Bing Ads also provides several ad extensions, including location, callout, and sitelink extensions. However, the customization and integration options might be less extensive compared to Google Ads.
  - **Example:** Bing Ads' callout extensions can highlight local features or promotions, but the variety might not be as extensive as Google's.

### **4. Performance Tracking and Analytics**

**Google Ads:**
- **Advanced Analytics:** Google Ads offers detailed performance tracking, including metrics for local searches, conversions, and user behavior. Google Analytics integration provides deeper insights into local traffic.
  - **Example:** Track how local users interact with your ads and website through Google Analytics' geographic and behavioral reports.

**Bing Ads:**
- **Performance Metrics:** Bing Ads provides robust performance metrics and reporting tools, but it may not offer the same level of detail as Google Analytics. Bing Webmaster Tools can also be used to track local SEO performance.
  - **Example:** Use Bing Ads' geographic performance reports to monitor local ad performance and make adjustments based on regional data.

### **5. Audience Targeting**

**Google Ads:**
- **Custom Audiences:** Google Ads offers sophisticated audience targeting options, including in-market audiences, custom intent audiences, and demographic targeting. This allows for precise targeting based on local interests and behaviors.
  - **Example:** Target users who have recently searched for local services or products similar to what you offer.

**Bing Ads:**
- **Audience Targeting:** Bing Ads also offers audience targeting, but with fewer options compared to Google Ads. You can target based on demographics and interests, but the audience segmentation might be less detailed.
  - **Example:** Use Bing Ads' demographic targeting to reach users based on age and gender, but with potentially less granularity compared to Google Ads.

### **6. Integration with Local Listings**

**Google Ads:**
- **Google My Business Integration:** Google Ads integrates seamlessly with Google My Business, allowing for automatic updates and synchronization of local business information.
  - **Example:** Manage local business details and reviews through Google My Business, and have them reflected in your Google Ads campaigns.

**Bing Ads:**
- **Bing Places for Business Integration:** Bing Ads integrates with Bing Places for Business for location extensions. However, the integration might not be as seamless or comprehensive as Google's.
  - **Example:** Ensure your business information is up-to-date on Bing Places for Business to improve the effectiveness of location extensions in Bing Ads.

### **7. Ad Copy and Creative**

**Google Ads:**
- **Ad Copy Variations:** Google Ads allows for extensive ad copy testing and variations. This helps in creating highly localized and relevant ad copy for different regions.
  - **Example:** Test different headlines and descriptions to see which local offers resonate best with your audience.

**Bing Ads:**
- **Ad Copy Testing:** Bing Ads also supports ad copy testing, but with potentially fewer options for variations and dynamic features compared to Google Ads.
  - **Example:** Create and test multiple ad versions to find the most effective local messaging.

### **Conclusion**

**Both Google Ads and Bing Ads offer robust tools and features for local SEO and advertising, but with some differences in their approach and capabilities.**

- **Google Ads** provides more advanced targeting options, integrations, and analytics tools, which can be beneficial for highly granular local SEO strategies.
- **Bing Ads** offers effective local targeting and extensions but may have fewer features and less detailed reporting compared to Google Ads.

To effectively leverage both platforms for local SEO, it's important to understand these differences and tailor your strategies accordingly. Optimize local keywords, utilize location extensions, and monitor performance metrics on each platform to maximize your local SEO efforts.