12 Mar Bing vs. Google: Comparing Their Advertising Platforms
The pros and cons of using Google Adwords and Bing Ads
By now, most people have heard about Google Adwords. However, Microsoft’s launch of Bing in 2009, subsequent development of its Bing Ads platform, and partnership with the Yahoo search engine have posed new opportunities for advertisers.
Should you advertise in Google Adwords, Bing Ads, or both? Overall, both platforms are very similar in how they are used and the results that they provide. If you have time and resources, you should advertise on both. However, if you don’t, your choice will depend on your objectives and your goals.
1. Which will produce more website traffic and leads?
Because 67% of all searches are done on Google, Google will provide much more traffic and leads than the 28% of searches on Bing and Yahoo combined (both use Bing Ads).
By advertising on Adwords and Bing Ads, you will reach 95% of all online searchers. So you should choose both if you have time. But if you don’t have time, you should focus your efforts on Google.
If you want the most traffic and leads, Google is your winner.
2. Which has lower cost to use?
Both platforms use a pay per click model. However, because Google is a much more popular platform (it had several years’ head start on Bing), competition among advertisers has lead to substantial increases in bid prices. This means that the cost per click is higher than in Bing. With fewer advertisers and competition, the bids and cost per click on Bing are lower (and often far lower) than on Adwords.
If your goal is to get traffic and leads at a lower cost, Bing is your winner.
3. Which allows me to reach my target audience better?
This depends on who your target audience is. While both Bing and Google have plenty of users from a variety of ages and situations, Bing tends to have an older user base. In fact, they have more users 35+, and many more users between 55-64. This is due to Bing being the default search engine for Windows computers and Internet Explorer. Many older people don’t know how to change search engines, so they stick with Bing.
If you’re target market is less tech savvy or older, Bing is a great choice.
4. You want to have advanced controls over your advertising
Google Adwords is by far a more robust, user-friendly platform than Bing Ads. Bing Ads is a much newer platform and hasn’t developed many of the advanced, sophisticated features found in Adwords. However, the core functionality for managing keywords, bids, and ads is found in both platforms. In addition, Bing Ads allows you to import Adwords campaigns to mirror your efforts from Adwords. This makes it easy to clone efforts from Adwords into Bing Ads.
If you are seeking advanced ways to optimize your advertising account, Adwords is the clear winner. If you want to focus on the basic aspects of account management, Bing Ads approximately matches Adwords in quality.
Most of the time, you should consider advertising in both Google Adwords and Bing Ads. However, if you are budget constrained or time constrained, choose the platform that will help you achieve your goals.[fe_box]