It might be true that 91% of all search results are done through Google, while its nearest competitor, Bing, has just 4-5%, but there are some good reasons why you shouldn’t turn your nose at the idea of advertising on Microsoft’s underdog engine.
Now rebranded as Microsoft Advertising, although still widely called Bing Ads, the platform offers some key advantages over its rival, Google Ads.
But is this enough to seal the deal? It’s Bing Ads vs Google Ads. Let battle commence!
What do Bing Ads and Google Ads have in common?
Bing Ads and Google Ads both give advertisers control over targeting options such as geographic regions and demographics, while also offering display time choices.
They mainly work by targeting keywords. When users search specific terms into Google or Bing, relevant ads appear above the organic search results. These can appear for transactional searches, where users have high purchasing intent, and in broader contexts like informational searches.
They operate on a pay-per-click (PPC) model, where advertisers pay a fee each time users click on an ad. This allows businesses to set flexible budgets and compete for ad rankings. Ad performance is determined by factors like click-through rates, bidding and search relevance.
What are the advantages of Bing Ads services?
So Google may have the edge over Bing in terms of the sheer quantity of searches but there are some key areas where Bing is ahead of Google.
For one thing, there are 122 million Microsoft users who are not on Google, and there are 270 million who don’t use YouTube. This means that no matter how much you throw at Google Ads, you’ll struggle to ever reach some or all of these people.
While Google may have its own suite of websites, Microsoft is also a major player so Bing Ads appear in response to searches across Bing, Yahoo and MSN. Microsoft Advertising also integrates with platforms including LinkedIn, making Bing a valuable platform for B2B and professional services.
Still not impressed? Well, Bing Ads are often cheaper making them a cost-effective PPC model. This is because they often have a lower CPC than Google Ads as the marketplace may be less competitive. This is commonly cited at around 33% lower on average. And, because you only pay for each click you get, it might not matter that there are fewer users on Bing overall, so you’ll still reach the same number of people and it might cost you less.
If your target audience is likely to use Microsoft, then Bing Ads provide a reliable way of accessing this demographic. For instance, desktop users aged 25-34 and 35-44 are some of the largest demographics on Bing.
Bing advertisements are able to respond to high-intent searches with tailored results – and they can cover audience segments that Google might miss. They are also relatively simple to set up and track, particularly with paid ad specialists to guide you through the process.
What are the advantages of a Google Ads management service?
Ok, so that’s all well and good but Google Ads is the industry leader and this might explain why.
Obviously, Google Ads appear across Google search engine results, web pages across a suite of popular apps.
Through proper management, Google Ads can deliver data to Google Analytics and Google Tag Manager, helping advertisers to track how each ad is performing in terms of clicks, conversions and other key performance indicators (KPIs).
Advertisers can control the assets, location targeting and other campaign attributes in Google Ads Manager and this also provides an optimisation score with AI-generated recommendations to improve ad delivery and performance.
Google’s AI also repeatedly adapts to new search behaviours and can improve ad delivery accordingly, which can be very helpful.
Like Bing Ads, keywords are an important factor in determining the relevance of ads. Google also takes bids, ad quality and assets (such as images, copy and headlines) into account when displaying your content.
Since Google is so widely used, Google Ads offer strong opportunities for exposure while still allowing advertisers to control placements and opt for manual creatives.
Since billions of people use Google everyday, they provide access to popular audiences as well as more targeted segments. For visibility and accessibility, Google Ads offer businesses a valuable way to deliver measurable results at scale.
Another advantage of Google Ads is that they give advertisers control over placements and ad format. For example, Display Ads appear when users scroll through websites or apps. This allows you to retarget users who may have previously shown interest in your brand, leading them towards desired actions.
Search Ads appear directly above Google search results in relevant contexts. This variety of ad formats allows businesses to choose which placements are best-suited to their assets.
How to choose the right advertising platform for your business
Choosing Bing Ads vs Google Ads for your business requires a careful assessment of your aims and prospective audience. Are your customers likely to use desktop or mobile devices? What age range are they? How competitive is the product or services you are advertising? A specialist can also help you research the search volumes for each platform and the costs involved in advertising.
If market share and sales are key for you, Google might be effective, while Bing might be a suitable option for B2B buyers or users who don’t necessarily use Google and Google-owned apps. It might also be more budget-friendly.
Consulting a specialist can help you to make the right decision for your business so you spend your advertising budget wisely and with confidence. For further insights into paid advertising strategies, get in touch with our team.
