Google Ads vs Bing Ads! A long-standing quest among all the marketers; But the question remains, which one is superior?
Hah!!! Every time when I search for this topic (Google Ads vs Bing Ads), I get tons of information in the form of Blog Posts, Debates, QA, and Experts Opinion.
Still, none of them has been able to satisfy my inquisitive mind 100%.
Someone talks about Advertising Cost, someone about Reach and someone about many other things but no one gives a holistic view.
Because in reality, you have to leverage both the platforms if you wanna make your marketing campaign really effective & wanna reach a larger number of audiences.
But the question is, on which platform you should spend more & on which you shouldn’t? It’s a million dollar question!
Will you just spend more on Google Ads as Google has the larger search market share than Bing?
No, don’t take a decision like this based on this single point. Delve deeper into the other areas also, then think & analyze which one will be more effective for you.
Here I have tried to give that exact view (holistic) with some Facts, Figures & Logical argument. Hope these will make sense & in the end, you will be able to make a clear call.
So let’s find out which one, Google Ads or Bing Ads or both?
1. Let’s “Google” it
A simple & random word which took it’s birth unknowingly into its creators’ mind once now has become a Dominant force in the World Wide Web (www).
On the other hand, Microsoft’s Bing, Yahoo & AOL collectively have a market share of 12.68%. A bit disappointing right?
I know but the surprising fact is Bing’s constant growth.
According to ComScore qSearch data of July 2017, it shows that Bing’s reach has increased significantly in its potential markets like France about 18%, 25% in the UK, 12% in Australia and 17% in Canada.
So we can definitely use this advantage to get extensive reach to our target customers through Search and Display both formats by leveraging both the platforms (Bing Ads & Google Ads).
2. Depending on a Single Platform is dangerous
Though Google is considered as God still you should never depend on a Single Platform.
As per reports published by statista on April 2017, In US, 22.8% of searches are served by Microsoft bing which is nearly 1 out of every 3 searches. Can you believe it?
So if you are only using Google Ads & keeping Bing Ads totally untouched, you are missing almost 59 M searches.
Always keep in mind, “Everyone doesn’t use Google in this World” and targeting customers across the globe you have to use both of platforms strategically.
& thanks to “Hey Cortana” voice search feature in Windows 10 which has remarkably increased Voice search on Laptop & Desktop and it can increase the searches up to 25 %.
3. Competition & CPC – Google Ads vs Bing Ads
As per my opinion competition & reach are related to one another. How?
If you have an extensive reach, that means you have to face a tough competition and when competition raises CPC will also increase.
As Microsoft Bing has lesser reach comparative to Google, it results in less competition which in turn gives affordable CPC (Almost 33.3% lesser than Google Ads).
That’s why for all small & medium sized businesses Bing can be a gold mine if you wanna target the non-google user base.
In addition to a larger visibility on Google Ads, it’s average CPC is $20.08 vs $7.99 for Bing Ads according to ReportGarden. That means Bings Ads has a greater ROI than Google Adwords.
Equally, it also doesn’t mean that you can avoid Google Ads for higher CPC because its extensive reach can always improve your conversion rate.
4. Import all your Google Ads Campaign data to Bing in just 1 Click
It is a great feature inbuilt within Bings Ads. You don’t need any added time or need to give any added effort. In just 1 click you are ready to go with Bing Ads.
Not only that, you can also import your Campaign from File also. Super Easy process!! Just have a look.
5. Close Variant Keyword Matching
On Bing Ad Campaign, search results come based on the Exact match which is a little bit different than Google Ads. Google considers all the misspellings, typos, plurals for the exact match keywords.
So this also an advantage to significantly expand customer reach.
6. Bing Ads give more granular Control on the Adgroup Level
While Google allows us a limited control but Bing Ads allow advertisers to set network, location, ad rotation, ad scheduling, device targeting in the ad group level.
7. For Language Targeting, Google beats Bing
Google has more sophisticated languages targeting option than Bing.
In more than 40 different languages you can target through Google Ads whereas only 6 languages option are available in Bing.
8. Google has a smarter Ad Ranking system
Google always give User Experience and Quality of Ads it’s top preference. For that Google Ads has an Advanced Ad Ranking System based on which Ads come in Search Engine Result Page.
Find out more on Adwords Quality score.
9. In Search Partner Targeting Bing Ads excel
Bing Ads has more control over search partner targeting than Google Ads.
Google doesn’t have any option to target partner network in depth, whereas Bing can add all search partners or target a particular search partner.
Also, you can get a report that which partners are actually driving traffic to your site.
So now it’s the time to wrap up the discussion, here I have tried to give a holistic view on this burning topic Google Ads vs Bing Ads.
Now it’s your turn, think & decide as per your Objective, Requirement & Budget.
I must say one thing that perhaps Google Ads is the market leader in PPC, but Bing Ads also has a great potential. So give it a try if you haven’t already.