Partial bing brain dump: It of course depends on the vertical, client, etc (like everything) but we consistently run profitable campaigns for our clients on bing. Volume is usually 5-15% of what we get from Google. The best thing bing does is make it easy to import from Google. That being said, it has idiosyncracies you should be aware of: Their tracking works a little differently. make sure you define explicit image extensions if you keep default settings with Microsoft audience ads (Bing's AI blows and will invariably choose inappropriate images if you let it), keep an eye on auction insights - if your client has an affiliate program, you might find affiliates advertising on your brand (which is usually a violation of most affiliate agreements). We almost never catch affiliates breaking this rule on Google, but we catch them all the freaking time on bing. There's also a bunch of pain in the ass ad arbitrage and coupon sites that inflate click costs if they catch wind of a strong brand with cheap clicks. Over the past year and a half, brand and core CPCs on several clients doubled to tripled, but still ran profitable. Over the past two months the same CPCs have dropped by more than half. So it's a good time, especially while Amazon is focusing on their core and not driving up costs. They're another pain in my ass. Anyways, yeah, worth it. There are a few tricks but you'll pick them up quick if you know Google ads upside down. Good luck.
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