Although the focus of the talks was mainly on marketing topics, it was a very helpful insight for me as a backend developer in the marketing perspectives.
The topics were mostly about Windows 10 and its digital assistant Cortana. This may sound a bit strange for an event called “bing day” but on a closer look, it’s very tied together, I will explain this in the upcoming sections.
Bing Ads has the same architecture as Google AdWords, the API calls are very similar. Recently, Bing Ads got even more developer-friendly, as the Java-SDK for Bing Ads is available in the Maven central repository, so you don’t have to generate Stubs out of a WSDL definition anymore. The classes provided in the new library reflect the API usage even better and make it therefor easier to access and manipulate certain data like keywords, AdGroups, etc.
In conclusion this means, having knowledge of the Google Adwords architecture, immediately gives you all needed knowledge for the Bing Ads architecture – so you don’t have to maintain two completely different systems. If you use or plan to use an own keyword bidding, the logic can easily be used for both marketing channels. From a marketing perspective, the answer is a bit more difficult. To easily start working with Bing Ads, they provide tools to import your existing Google AdWords account structure into a new Bing Ads account. Another positive side of Bing is that the costs for a certain keyword are usually much lower than for the same keyword in AdWords. The drawback is of course, that you reach way less customers. Both observations can be easily explained by the search market share of Bing, which is at around 13% while the global market leader Google has a share of around 71% (taken from here). Cortana uses only the Bing search (what a surprise), and with its very deep integration in the OS, it’s almost omnipresent for a Windows 10 user. Additionally, the new Browser “Edge” doesn’t allow programmatically changes of the default search engine. Consider now, Bing is set as default and the majority of users don’t change the default search, Bing can expect an increase in market share.