Bing Ads and Google Ads are two of the most popular advertising platforms for businesses. This blog post will go through the pros and cons of each platform to help you decide which one is right for your business.
Both platforms have the same aim in mind: to help businesses reach targeted audiences, drive traffic, and increase revenue. Each platform, on the other hand, offers distinct characteristics and advantages that set it apart from the competition.
Bing Ads vs. Google Ads
Let’s look at some of the basics, such as display URLs, description text, keywords, and click-through rate, in Google Ads and Bing Ads.
1.) Display URL
Underneath the ad headline, Google and Bing both display URLs. It’s worth noting that Bing uses bold formatting for display URLs, which is different from Google.
2.) Description text
The description text is the second line of an ad, and it’s important to make sure that this text is well-written and persuasive. Both Google and Bing allow a maximum of 80 characters for this text.
3.) Keywords
Keywords are the foundation of search advertising. For this reason, it’s important to find the right keywords that will attract your target audience and bring them to your site. Both search engines offer keyword research tools to help you find the right keywords.
4.) Click-through rate
The click-through rate (CTR) is the number of people who click on your ad divided by the number of people who see it. This metric is important to track because it can help you determine how effective your ads are. Bing tends to have a slightly higher CTR compared to Google.
With that said, there are many more aspects of each platform worth considering when deciding between Bing Ads vs. Google Ads. I will now take a closer look at the reach and cost of each platform.
Reach: Bing Ads vs. Google Ads
Google Ads has a much greater reach than Bing Ads. This is because Google is the most popular search engine in the world, with over 90% market share. Because of this disparity, you’re likely to get more impressions (the number of times your ad is shown) and clicks on Google Ads.
Bing, on the other hand, has a much smaller reach compared to Google. However, it’s important to note that Bing continues to grow. In fact, not using Bing means not being seen by millions of your audience. Interestingly, Bing does better on desktop search when compared with mobile search (they have 34% of total desktop search, but only 2-3% overall).
Cost: Bing Ads vs. Google Ads
The cost of advertising on Google Ads is typically higher than the cost of advertising on Bing Ads. This is because there’s more competition for ad space on Google and, as a result, prices are often driven up.
That said, it’s important to note that costs can vary greatly depending on the industry and keywords you’re targeting. It’s also worth mentioning that Google Ads offers a variety of ad formats and bidding options, which can make the cost of advertising more or less expensive, depending on your needs.
The Case for Bing PPC
There are many benefits to advertising on Bing Ads, including lower CPC, older demographic, and potentially more return for your money. Here are a few more:
1.) Ability to import your Google Ads campaigns
You can import your existing Google Ads campaign into Bing, which makes it easy to switch over. This means you won’t have to start from scratch when creating your campaign.
2.) Increased granular control
Bing Ads offers a number of features that give you greater control in optimizing your campaign. For example, Bing’s audience targeting feature gives you the option to target ads to specific age groups.
3.) Improved device targeting
Google Ads recently announced that they would be rolling out improved device targeting, which allows you to target ads to specific devices (e.g., phones, laptops, tablets). Bing has had this capability for a while now and offers even more options, such as the ability to target users who are on the go.
4.) Sitelink extensions
Both Google Ads and Bing offer sitelink extensions, which are additional links that appear below your ad and take the user to specific pages on your website. These links include a title and a brief description, which can help increase your CTR.
5.) Greater transparency
Bing is known for its greater transparency when it comes to billing, reporting, and campaign management. This can be helpful in ensuring that you’re making the most of your advertising budget.
When it comes to reporting, Bing provides more detailed information on how your ads are performing. For example, you can see how many impressions each ad received, the CTR for each ad, and more. This level of detail can be helpful in making informed decisions about which ads to keep running and which ones to pause or delete.
6.) Higher engagement and conversion rates
Bing Ads has been known to have much higher engagement and conversion rates than Google Ads. This is largely due to the fact that Bing reaches an older demographic, which may be more likely to purchase products or services compared with younger users who tend not to spend as much money online.
Related: How Revenue Sharing Drives Performance-Based Marketing.
The Benefits of Bing Ads Certification
If you’re looking to get certified in Bing Ads, there are a few benefits you can expect. For starters, certification demonstrates your expertise and knowledge in using the platform. This can help you win new business and gain the trust of current clients.
Additionally, certification can also help you learn about all of the features and capabilities of Bing Ads. Additionally, the certification exam is designed to be challenging, so you’ll be able to test your skills and see how you stack up against the competition.
Final Thoughts on Bing Ads versus Google Ads
In conclusion, there are many factors to consider when choosing between Google Ads and Bing Ads. Cost, reach, demographics, and available features are just a few of the things you’ll want to take into account.
Ultimately, it’s important to test out both platforms and see which one works best for your business. I would recommend not dismissing Bing Ads right away, as it has a lot to offer businesses of all sizes. While they have less of the search market share, they are still a viable platform to consider.
Thanks for reading!