Google Ads vs Bing Ads: Selecting the Right Advertising Channel

With Us companies spending more than $220 billion on their digital marketing every year, Google Ads vs Bing Ads is an ongoing debate, as businesses try to choose between these two huge advertising platforms. While planning your ad budget each year you may have to consider a lot of factors, which is why we have compiled this blog on Bing vs Google Ads., where you will learn about the differences, features, performance, and benefits of Microsoft ads vs Google ads. The latter was previously known as Google Adwords whereas Bing ads are known as Microsoft Advertising. Let’s take a look at the variances and dynamics between these two advertising platforms. 

Difference between Google Ads and Bing Ads

Both platforms work on a pay-per-click (PPC) system. Ultimately, the goal of each platform is the same – to help businesses expand their reach, website traffic, and revenue in the USA. However, the platforms differ in terms of reach, targeting options, cost, and more. Here is a detailed overview of Bing Advertising vs Google Adwords.

Bing Ads or Microsoft Advertising

Bing, owned by Microsoft allows your ads to show on three search engines:
1 Bing
2 Yahoo
3 AOL Networks
(Note: 44% of business and finance-related paid search ad clicks are from Bing.)

Google Ads

Google Ads is Google’s online advertising platform. It consists of two ad networks:
Search Network: Ads appear in search engine results when people search for particular keywords on Google.
Google Network: Ads appear to users as they browse more than 2 million sites across the Network.
Other major differences between Google And Bing ads are based upon the following
factors:-

Reach – Reach is a critical component of online marketing. It is an important aspect of your business otherwise people won’t be able to find you. This can impact the company’s overall profitability. When it comes to reaching particularly in the USA, Google Ads takes the lead. This platform’s display and search network both offer access to a broad audience. With the display network, you can reach 90% of online users. Meanwhile, the search network gets a boost because of the search engine claimed by. However, with Bing, you can reach 53 million desktop searches in comparison to Google. Your audience may influence your ad budget expenditure. Overall, in comparison between these two, if you want the best reach, Google Ads is the place to be.

Demographics: The features of your audience also matter when advertising online. Here are some important facts to note about the Bing user demographics:

a) 85% of people who use Bing are in the US.

b) More than 70% of users belong to the 35+ age group.

c) 46% of users are married.

d) Earning a higher income, above $100,000 (33%). 

Meanwhile, Google users are usually younger than Bing users. Google encompasses a massive audience that spends nearly 12 minutes every day on the search engine. 80% of companies focus on Google Ads for their PPC strategy.  In case your audience is married, earns an income greater than $100,000, and is between 35-54 years of age, then Bing is an excellent choice for your campaign. Companies with audiences outside those demographics may want to use Google Ads.

Targeting: Similar to demographics, ad targeting can help your business successfully reach your target customers. The audience target includes demographics, affinity, in-market, custom intent, similar audiences, and remarketing. Whereas content targeting offers options like topic, placement, keywords, and display expansion for search. In the comparison of Google and Bing, the latter provides features like in-market, LinkedIn profile, custom audiences, keywords, location, day of the week, time of the day, gender, age, device, and remarketing. Despite more targeting options in Google Ads, Bing does offer an advantage. For example, you can use the platform’s LinkedIn profile targeting option, which is very useful in practicing account-based marketing. Again, when it comes to Microsoft and Google Ads, latter wins.

Budget: Budget is another crucial factor in this debate. What Bing lacks in volume, certainly makes up in performance. Although the budget fluctuates by industry and every single advertiser. As per research, Bing Ads’ cost per click has very little competition for advertiser bidding. So clicks are cheaper, and advertisers get more ROI. According to many reports, CPC average is around $7.99 on Bing and $20.08 on Google. The average CPC on Bing can be up to 70% lower compared to Google, but that does not mean your ad campaigns will generate the same results. While your company may spend less, you may also earn less and vice-versa. If unqualified leads click on your ads, that doesn’t help your business reach its goals of acquiring a new client and generating a few more online sales. You certainly want to consider cost, but don’t make price the deciding factor. Look at the performance and return of your ad campaigns to find out which platform offers the best results. Fortunately, since competition is lower on Bing, it is easier to get traffic at a low cost, resulting in a better ROI.

Cost per click: In online marketing, CPC is the amount of money you pay when someone clicks on your ad. The average CPC for Bing ads is $1.54 and $1 to $2 for Google Ads. Bing Ads promotes a lower cost, which may seem exciting for a small budget but the traffic quality is also lower, so advertisers end up paying more for conversion than Google AdWords. That’s why your business must consider the performance of your ads and experiment with different ad platforms, like these two.

Conclusion

Keep all these factors in mind while deciding the right platform for your ads to run. Or even better, get in touch with SkyTrust, your digital transformation partner that can cater to all these PPC ad needs of your business or brand and get you the best optimum results with quality ROI.