When you think about investing in pay-per-click ads in your digital marketing efforts, the first thing that comes to mind is whether to go for Google or Bing.
It is well known that Google would be the way to go, especially if it’s the first time exploring the PPC world. However, rules aren’t written, and thinking about Bing Ads could lead to an extraordinary campaign.
5% of all searches in the US are made on Bing, and we cannot deny that compared to Google, it is a small percentage, despite that it is still the second most search engine, and you must consider it when making an investment online.
Having said that, which one is the right one for you? And even more importantly, which one does our target audience use?
You must understand your buyer persona and the process of finding and selecting your product or service to have that answer. Knowing your clients’ journeys before making a purchase will make it easier to understand the key factors they consider before making a purchase, which will help you decide whether to invest in Bing Ads or Google Ads.
Let’s dive deep into the difference between Bing Ads and Google Ads to have a better comparison before making a decision.
Analyzing the Playing Field: Traffic, Cost, and Other Features
78% of all searches are made on Google, in comparison to 5% that are made on Bing. This will lead to higher traffic on Ads displayed on Google.
Here, traffic is king, while on Google, there is way more traffic than Bing Ads. Google is way more expensive, and Bing Ads can be up to 70% more wallet-friendly than its competitor.
While Google is commonly known to be the default search engine, there are a few exceptions out there, and those are visible among people around the age of 45 and 64 who are more likely to use Bing as a search engine.
The Target Audience
While Google has a broader reach, Bing Ads tends to attract an audience that is older, more affluent, and more educated. This is likely because Bing is often the default search engine for Microsoft products, such as Windows and Office. As a result, Bing Ads can be a good option for businesses that target these demographics.
Both Bing Ads and Google Ads offer a variety of ad formats, including text ads, display ads, shopping ads, and video ads. However, there are some minor differences between the two platforms. For example, Bing Ads offers a unique ad format called product extensions, which allow businesses to display additional product information alongside their text ads.
Ad Targeting Options
Both Bing Ads and Google Ads offer a variety of ad targeting options, including keyword targeting, audience targeting, and remarketing. However, Google Ads generally offers more targeting options than Bing Ads. For example, Google Ads allows businesses to target users based on their interests, demographics, and past online behavior.
Ad Performance Insights
Both Bing Ads and Google Ads provide advertisers with a variety of ad performance insights, such as click-through rate (CTR), conversion rate, and cost-per-click (CPC). However, Google Ads generally provides more detailed ad performance insights than Bing Ads. For example, Google Ads allows advertisers to track conversions across different devices and platforms.
Bing Ads vs. Google Ads Feature Comparison Table
Beyond the Binary: Why Choose, When You Can Optimize Across Platforms
The differences have been exposed, and now is the time to make the right decision, but before you do that, do you really need to make a choice?
In a world where everything can be done online, you need to make sure that you can offer your product or services to the most people possible, and to do that.
You can take advantage of the tools there to help you. Investing in both search engines can be a perfect way to reach different audiences within the scope of your buyer persona, allowing you to gain more terrain against your possible competitors that focus only on 1 Search Engine.
Data-Driven Decision Making: Monitoring and Optimizing Your Campaigns
Now, you did not come here to find a neutral answer, did you?
When investing in digital marketing, you need to make sure that you are fully aware of how your campaigns are performing, whether they are good or bad; it will help you make the right decision in budget and platforms.
Knowing this is key in the decision-making process of selecting the right search engine to invest in Pay-per-click ads. Putting all your eggs in one basket and not knowing how that campaign is performing is a waste of resources and, more importantly, a waste of time.
Deciding Your Path: A Conclusion on Bing Ads vs. Google Ads
Now that you know the most important variables to consider when using Bing Ads or Google Ads in your Marketing Strategy, it is time to choose your path to your Pay-per-click journey.
For us, Google is the way to go, not only because 75% of all searches are made on Google but also because the conversion rates are slightly higher, and if this is your first time investing in Pay-per-click, you will want to make more bang for your buck.
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