When it comes to PPC (pay-per-click) advertising, one immediately thinks of Google Ads. One often forgets that Google is not the only search engine in the wide world of the Internet. So what about the search engine rival? Bing? For whom is advertising on the lesser-known platform worthwhile? And does it offer enough reach, targeting options and conversions?
We'll take a closer look at all of this in this blog post.
Bing Ads vs. Google Ads: The Pros and Cons of Each Platform
While many advertisers see the two platforms as competitors, they actually work best together, Hand in hand. Google has undoubtedly the largest share of the search market, but Bing advertising shouldn't be underestimated. Instead of Google Ads vs. Bing Ads, marketers should be more interested in Google Ads plus Bing Ads think.
Let's take a look at the relationship and dynamics between the two powerful advertising platforms. And above all, how they can best be used together.
The concept behind both platforms is the same. Both are pay-per-click advertising platforms designed to help your business find certain Reach target audiences, increase traffic and increase sales. At the same time, each platform has specific features and advantages that make them unique and advantageous over the other.
Here's a little sneak peek at each platform before we highlight the differences between the two.
With a market share of over 94 percent, Google is not only by far the most widely used search engine in Switzerland, the provider is also the market leader worldwide. Google Ads consists of two advertising networks:
- The Search network: Advertisers create text ads that appear on the search results page (SERP)
- The Display network: Advertisers create display ads that appear on a large number of websites on the Internet
Bing belongs to Microsoft and the technology giant, in turn, has three search engines: Bing, Yahoo and AOL. So if you advertise on one platform, your ad will actually appear on all three platforms. Google is of course the largest search engine by far. In Switzerland, Bing had one in 2020 Market share of 3.7 percent and is therefore in second place behind Google.
Bing and Google Ads in comparison
Let's see how Google Ads and Bing Ads compare in some basic aspects like display URLs, descriptive text, keywords, and click-through rate.
Display url, descriptive text and keywords
Google and Bing both show display URLs below the ad heading and allow 90 characters in the description field. Both Google and Bing offer a keyword research tool, broad search matches, and negative keyword targeting. The main difference between the two platforms is that the Traffic volume for keywords on Bing is much lower is.
Just like Google Ads, Bing PPC offers advertisers the option to add additional information to encourage searchers to click through.
These additional links may vary from pricing, demos, content downloads, free trials, and more. Not every paid search ad is guaranteed to show sitelink extensions. So when they appear attract the user's attention moreas the entire ad is much larger than others in the SERP list.
Who has the better click-through rate?
Because Yahoo and MSN both offer financial reports, Bing ads tend to have higher CTRs for vertical search in shopping and financial resources. That's because you are in those areas on the Bing platforms reach highly interested potential customers, get more engagement and thus have a higher CTR.
Reach: Google Ads vs Bing Ads
It is obvious that Google dominates the search engine market and therefore has a larger search volume and greater reach. But Google is by no means the only search engine worth investing in. Let's look at the numbers:
- The Bing network grows massively with you Sales of 7.7 billion $ in 2020.
- Bing now has 14 % market share in desktop search engines
- 14.6 billion monthly searches are carried out over the Bing network
- Over 1 billion unique searchers use the Bing Network
The most significant fact is that Bing Ads reaches 63 million searchers that Google Ads can't reach. So if you're not using Bing Ads, that's a significant amount of missed opportunities.
Who is actually using Bing?
In addition to increased visibility, Bing allows advertisers to use a older and more educated audience to reach. Nearly three quarters of Bing users are over 35 years old. As the pie chart shows, nearly 40 %s on the Bing network are between 35 and 54 years old.
So if you're targeting younger generations, you shouldn't be investing in ads on Bing, but rather on social media ads on platforms like TikTok and Instagram switch. However, if your company is targeting older demographic groups, Bing is the ideal advertising platform for your business.
Also has 38% on the Bing Network had a household income of over $ 100,000, and nearly half of the network has a household income of $ 75,000 or more. In addition, are 52% the Bing user business decision maker, 23% of which executives. So is your company in B2B area active, you shouldn't leave Bing outside of your advertising.
So, despite the fact that Google Ads is reaching more people and having a higher search volume, Bing allows you to do a to appeal to a wider audience - namely a certain demographic group of customers - and thus achieve even better results than with Google Ads alone.
The advertising costs: Bing Ads vs. Google Ads
What Bing lacks in volume, it often makes up for in performance. Although budgets vary depending on the industry and advertiser, the Spend only 20-35 % on Bing Ads of the equivalent of their Google Ads campaign. This is because Bings PPC is a lot less competition for advertisers who place their bids. So clicks are cheaper, and advertisers get more for every CHF spent.
However, when comparing the cost of each ad platform, keep in mind that Bing and Google don't always get the same traffic. It can happen that the CPC of Bing Ads is lower, but the same is true Traffic quality lower, so that you in the end more for a conversion pay than Google Ads.
But the opposite can also be the case: with the right traffic, Bings PPC advertising can generate more sales and at a lower CPC. And in the end it is because of the lesser Competing on Bing easier to get the traffic you need at a low costwhat to one better ROI leads.
In the Bing ad platform there is, by the way two budget types:
- Every day: Targeted daily limit on PPC ad spend (the actual amount may be slightly higher or lower).
- Divided: Allows you to set up multiple campaigns with a common budget.
Other advantages with Bing PPC Ads
So it's not just an older, higher-income target group and less competition that speak in favor of Bing Ads. A lower cost per click (CPC) and the potentially better ROI also make Microsoft an interesting advertising platform. Here are 4 other benefits of paid ads on Bing.
1. Easily import your Google Ads campaign
After creating a Bing Ads account, the platform offers advertisers the option of importing their existing Google Ads campaigns directly into Bing Ads. Your campaign is ready to use with just a few clickswithout having to create everything from scratch.
Just note the differences between the two search engine providers and make sure you adapt your ads to optimally address your right target group.
2. Increased granular control at the ad group level
Bing offers more granular targeting at the ad group level. Google, on the other hand, only allows advertisers to restrict their settings at the campaign level for
- Advertisement planning
- Ad rotation
3. More transparency
Bing is completely transparent in disclosing details about its search partners, so Advertisers can see exactly where their traffic is coming from. The platform provides detailed reports on the performance of each search partner in a campaign, including details on all metrics, from impressions to conversions. In this regard, Google is only planning improvement steps in the course of its next year Federated Learning of Cohorts (FLoC).
4. Higher engagement and higher conversion rates
Bing users who click on PPC ads tend to be more preoccupied with the websites and landing pages to which they are directed after the click. They also convert at much higher rates. A study by Search Engine People found that in the automotive industry, for example, user conversion rates are 10 to 56 % higher than with Google ads. Depending on the industry, it is therefore worthwhile to keep an eye on the statistics.
What are the main differences between Google Ads and Microsoft Advertising?
It doesn't take much effort to import your Google Ads campaigns directly into Microsoft Ads. The most common mistakesWhat many advertisers do though is they do Optimize Bing Ads in exactly the same way as you optimize your Google Ads account.
Because there are several differences between the two advertising platforms that you need to be aware of in order to better optimize your campaigns. Here are the three most important differences between Google and Microsoft that you should know in order to make the right decisions.
One way to place your ads in a targeted manner or to only make certain bid adjustments is ad scheduling. You can choose, at what time of day and on what day of the week You want your ads to be shown. You can also schedule times to be specific Bid adjustments to undertake.
We don't recommend doing the same ad schedule adjustments by default in both Google Ads and Bing Ads. Remember that this is it two different channels acts. So you need to be clear about how ad scheduling works for each channel. You should also check the respective data to see what works best for your account.
If you are in Google Ads Edit your ad schedule, Google will remind you which one Time zone your account is located. That's because your ad schedule in Google is based on the time zone you selected when you created your Google Ads account.
For example, if your account is set to the United States and you want to change the ad times to 8:00 a.m. to 5:00 p.m., then you need to be aware that users in the Eastern Time Zone (EST) will see ads from 11: 00 a.m. to 8:00 p.m.
With Bing Ads ad scheduling works differently. Because with Microsoft advertising, ad scheduling is based on the location of the person viewing the ad. So the same advertiser can still target the entire United States, limit hours to 8:00 a.m. to 5:00 p.m., and not have to create multiple campaigns to run them.
Search partner targeting options
Both Google Ads and Bing Ads have search partner networks. These are other websites that allow advertisers to extend the reach of their search ads beyond the main Google.com and Bing.com domains. There are a few differences between the channels in this area.
The search partner networks differ between Google and Microsoft, and the way in which we can target each network is also different. In addition, the Search partners set by Google at campaign level. At Bing we can do ours Ad network distribution at the ad group level to adjust.
The Google search partner network includes hundreds of websites as well as other Google partners, such as B. YouTube. By default, Google automatically includes your campaigns in the "Search partner" setting.
If, while segmenting your campaign data, you find that the results for search partners are below average, you can remove partners with just two clicks of the mouse and save the settings.
The Targeting search partners on Google is either an “all in” or “all out” function. You can't just target the search partners in Google.
If you adjust your ad distribution settings in Microsoft Ads, you can see that your ads will appear on the AOL and Yahoo networks in addition to Bing. Unlike Google, there is no option to target your search ads to Bing.com only. Even if all you wanted to do was target search network pages, you still have to choose the option from Bing, AOL, and Yahoo together.
With Bing Ads you also have the option to separate your partners into “own and operated” and “syndicated search partners”. Now, if for whatever reason you see one of the affiliate options performing significantly better than the others, you have the option of using a “target only” method of targeting your ad groups.
So there are big differences in how you can optimize your campaigns to maximize performance on these channels as much as possible.
In-market audiences for search
If you want to bid on groups of users who are more likely to actively research a particular product or service category or are ready to buy, advertisers in both Google Ads and Microsoft Ads can add these “in-market” audiences to their campaigns.
The main difference for these audiences between the two channels is the actual options we can add to our campaigns within each channel.
Bing has z. For example, a “Social” category with sub-category options like “Romance & Relationships” or “Takeout & Delivery.” Google doesn't have these options. And there are some other categories or sub-categories that each channel has and the other doesn't.
So check to see if you might have missed adding additional in-market audience layers to your campaigns because you assumed they were the same as those on Google.
So are Bing Ads for your business?
The ability to easily export Google Ads account information to Microsoft Advertising is a huge time saver. The but does not mean that Bing Advertising is a copy-and-paste channel.
You won't get nearly as much traffic with Bing Ads as with Google. But the web circuit is on the Microsoft offshoot with a higher positioning, less bidding competition, and generally lower cost per click connected. Depending on the industry and target group that your online business wants to address, the ideal advertising strategy is to use both platforms simultaneously. Especially when your prospects are in the older demographics group are located.
Google Ads may come first when it comes to digital ads. Yet Bing is perfect for your Complement your PPC strategy and fill gaps in your online presence. With Bing Ads, you can expand your reach into new and unique areas.
Would you like to try Bing Ads for your online business, but you don't dare to do it yourself? We at R17 Ventures will be happy to help you create campaigns and show you the individual potential for your business.