Google Ads vs. Bing Ads – Which is Best for Me?

|19th Oct 2018

Pay-per-click (PPC) advertising is undoubtedly one of the best forms of online marketing. PPC campaigns can help your business reach targeted audiences, drive traffic to your site and ultimately increase sales, which is what we’re all striving for, right?

When it comes to PPC advertising, there are two platforms fighting it out at the front of the pack – Google Ads and Bing Ads. But, how do you decide which is going to work best for you? Read on as we compare the two…

What’s the difference?

Google Ads and Bing Ads are essentially the same concept. Both are PPC advertising platforms, both offer companies the opportunity to advertise on search engine results pages and both are designed to boost your bottom line.

At the same time, though, the two platforms are in direct competition with one another, each wanting to be top dog. That’s why they offer different benefits and come with their own unique advantages.

Google Ads

Google’s PPC platform is made up of 2 advertising networks. Firstly, the search network allows advertisers to create text, and recently video, ads to appear on the search engine results page (SERP). Alternatively, or additionally, advertisers can use the display network to feature ads on a number of websites across the internet.

Bing Ads

While there’s no hiding the fact that Google gets the majority of the search market, Bing isn’t to be ruled out. Owned by Microsoft, Bing actually has 3 search engines – Bing, Yahoo and AOL. When you advertise with Bing, you’re actually covering all 3 search engines.

Appeal to a different market

As a network, Bing is growing rapidly. While it may never overtake Google as a search engine, it appeals to a different, unique audience. Bing now has 34% of the desktop search engine market worldwide, with over 136 million unique visitors using the Bing network.

Of those 136 million users, 63 million aren’t reached by Google Ads. That’s potentially a big missed opportunity if you neglect Bing Ads. The audience reached by Bing Ads is also older on average, with almost three quarters of Bing users over the age of 35.

Cost-effective advertising

Google has a much higher cost-per-click than Bing, although this is reflected in the increase in search volume. However, with expert targeting, Bing can produce a better return on ad spend, maximising your budget. The competition for advertisers is also much less on Bing, meaning you’ll spend just a fraction of the cost you’d need for Google.

Which is best for you?

With the unique benefits of both Bing and Google, you may be struggling to choose between the two. They can both significantly boost your brand advertising, increase revenue and drive traffic to your site. So, why not just use both? More marketers should be making the most of both Bing and Google’s PPC advertising platforms, providing your budget allows for it.

If you opt for just one of the two biggest platforms, you’ll be missing out on a huge section of the market. While Google is the industry-leader for PPC advertising, Bing Ads is perfect to complement your ad campaigns, filling in any gaps in your online presence.

Can we help?

As partners of both Bing and Google, Fluid Digital can help you boost your online presence across all platforms. We specialise in account creation, management and optimisation for PPC campaigns on both Google Ads and Bing Ads. Our expert team has the experience and knowledge to transform your advertising budget and, on average, produce a 10:1 investment return on ad spend.

For more information about any of our services, don’t hesitate to get in touch with a member of our team today.

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